True sales productivity boils down to two things: numbers and time. How many calls can you make in a day? How much time do you spend on selling vs. non-selling activities?

More specifically, how can you increase your numbers (calls, email, sales, deal size) during the time you spend working each day?

A quick Google search will lead you to plenty of lists claiming to offer the best sales productivity hacks and tricks you need to increase sales productivity. Although many of these tips are valid, the key to improving your B2B sales process is far simpler than you might think– and it comes in the form of company and contact data.

If you’re ready to learn how high-quality sales data can make a huge impact on your success as a sales rep, keep reading! Today we review four critical reasons data is essential to a successful sales organization. Let’s get into it!

What do we mean by company and contact data?

Before we explain how company and contact data can improve your sales process, let’s explore what we mean by “company and contact data.”

In recent years, data providers like ourselves have rebranded. We now offer a variety of different products and services that extend far beyond basic lists and databases. This rebranding came as a result of two occurrences: advancements in technology and the evolving needs of sales reps. Companies no longer want to buy a one-off list of names and phone numbers. Instead, sales organizations require deeper, more sophisticated insight into their target contacts and companies.

This shift led to the intertwining of concepts and phrases like technographic data, sales intelligence, sales enablement, and sales prospecting tools. But, no matter what we call sales data, the information sold by data providers has stayed very much the same– it’s now just manipulated and presented in more advanced, helpful ways.

So, when we say company and contact data, we’re referring to information regarding your target contacts and accounts including contact information, firmographic data, technographic data, demographic data, and more. Consider contact and company data to be any data points you’d need to get in touch with the right prospects at the right time. So without further ado, here’s a quick look at why you need contact and company data to fuel your sales efforts!

1. Bypass gatekeepers.

Secretaries, administrative assistants, and phone operators are often referred to as gatekeepers in the world of sales. These critical employees ultimately have the power to make or break your ability to connect with decision-makers.

Of course, it’s not impossible to gain access to top sales prospects by first speaking to a gatekeeper. But, access to contact and company data saves a increases the likelihood of connecting with your intended target. Consider these statistics:

  • When dialing a direct dial number at the director level, you are 46% more likely to connect (source).
  • When dialing a direct number at the VP level, you are 147% more likely to connect (source).

Whether you prefer email or phone conversations, a direct dial phone number or email address can be instrumental in navigating past gatekeepers to get your product or service in front of those who matter most.

Learn more about tactics to bypass gatekeepers in the following article: The B2B Sales Rep’s Guide to Bypassing Gatekeepers.

2. Spend less time searching and more time selling.

A large portion of sales reps’ time is spent on data entry, prospect research, and other administrative tasks. In other words, sales reps aren’t spending their time selling. In fact, one study estimates that the typical sales rep spends 64.8% of their time on non-selling activities (source).

When you invest in contact and company data, however, you spend less time searching for qualified leads and more time speaking to them.

3. Qualify and prioritize leads quicker.

Whether you rely on leads from your marketing team or you’re prospecting for leads on your own, company and contact data can provide you with the insight you need to qualify leads and prioritize outreach much more efficiently.  

If you work in a more developed, enterprise organization, you may use this insight to develop a lead scoring system. That way, sales reps can tell with just a quick glance which leads to spend the most time with, which ones to follow up with quickest, and so much more.

For smaller organizations that don’t have a lead scoring system in place, contact and company data can help sales teams “score” leads on the fly by recognizing patterns within their data. For example, with the right contact and company data, a sales rep can keep track of what size companies, job titles, and industries tend to convert the best. Then, that sales rep can tailor their outreach approach to prioritize high-quality leads.

4. Time your outreach.

At this point in today’s blog post, we haven’t mentioned anything too new or groundbreaking. While the points we’ve made are important, but they’ve existed in sales as long as CRM and data providers have. But, this final point is a bit more innovative.

New types of sales intelligence signal a buyer’s intent to purchase in a way that has never been possible before. Modern sales reps now have the ability to see what a buyer is doing on their website, what types of technology they’re already using, and much more. Intent data, behavioral data, and technographic data points are extremely valuable because they can help you time your sales outreach to coincide with a buyer’s need to purchase.

Rather than following a standard outreach cadence, sales reps can now time their efforts and provide valuable insight and assistance without running the risk of annoying their prospects.

Final Thoughts About Using Contact And Company Data to Improve Your B2B Sales Process

If you only rely on incoming leads or outdated prospecting practices, there’s an easier way to fuel your sales pipeline. As we hinted at throughout this article, working with a B2B data provider is no longer a “nice-to-have”. It’s a “must-have.” Without contact and company data, your outreach and prospecting strategy will grow more and more inefficient.

Learn more about the benefits of working with a data provider by contacting our sales team today. ZoomInfo is the leading contact and account information company. We have the tools you need to scale your sales successes and increase your team’s productivity. What are you waiting for? Call us today!

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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