At the moment’s gross sales groups have the power to make use of instruments that will merely blow the thoughts of somebody who first got here up within the {industry} simply 10 years in the past. 

However regardless of the velocity of innovation in gross sales tech, there are nonetheless massive companies and small startups alike whose predominant sources of data for focusing on are Google, fundamental contact-scraping software program, and LinkedIn Gross sales Navigator.

What’s the distinction? As a ZoomInfo person and companion, there is no such thing as a means I might do my job with out the firmographic, technographic, and demographic data and filters in SalesOS. 

However past simply telling you the way properly this will work, I’ve really carried out the maths, and you may see for your self. I’ve gone deep into the impression ZoomInfo can have on a gross sales group’s day-to-day work, and if used correctly, you may greater than double the variety of offers whereas spending only a tiny fraction of extra labor.

ZoomInfo vs. Various

Let’s take two gross sales groups:

• Firm A makes use of ZoomInfo
• Firm B makes use of fundamental contact-scraping software program

Every firm has a group of 10 gross sales reps working eight hours per day. Two of those hours are spent prospecting:

• One hour discovering firms to achieve out to
• One hour discovering contact data for prospects within the firm

In a perfect world, it could be carried out in centered chunks. A lot of you studying this know this isn’t the way it works. As an alternative, that is what the typical gross sales rep’s day actually appears to be like like:

You begin the day by checking your e mail. Any responses from yesterday’s outreach? You reply to them. OK, let’s test the standing of the chilly e mail marketing campaign you despatched yesterday: 50% open fee, two responses. One asking to cease sending emails. The opposite asks what you’re providing. 

Alright now, let’s prospect! Log into your prospecting software program and compile a listing of firms to achieve out to based mostly in your ICP traits and focused job titles. Then add them to your SEP and begin outreach.

What occurs subsequent is dependent upon the software you’re utilizing. And that is the place next-generation instruments like ZoomInfo begin to instantly carry your gross sales group, including hours to your day.

Characteristic Comparability

Firm A, utilizing ZoomInfo, can use event-based triggers to focus on certified firms based mostly on:

• Funding spherical
• Business
• Firm Measurement
• Firm progress
• Firm hiring/layoffs
• Current hires
• Inside construction
• Division progress
• Expansions
• Know-how they use (technographics)
• How lengthy they’ve been utilizing a competitor
• Mergers and acquisitions
• Kinds of departments
• Information
• ZoomInfo Scoops
• Inside initiatives (ZoomInfo Scoops)

Firm B can solely goal:

• Business
• Contact data
• Firm dimension
• Something they’ll discover through Google

What to Anticipate

In our instance, each firms will likely be promoting gross sales enablement software program (SES)  to software program firms with a headcount of 50-1,000 staff. The businesses are segmented by gross sales rep headcount::

• 10+ gross sales reps for small and medium companies
• 30+ gross sales reps for mid-market 
• 100+ gross sales reps for enterprise 

We’re promoting to CEOs, vice presidents of gross sales, gross sales administrators, and gross sales managers.

1. Constructing a TAM checklist

Firm A constructed out a search on ZoomInfo and located 3,958 firms that match this market in 5 minutes.

Firm B started manually looking out however can’t filter for division dimension, so that they’re uncertain what number of firms are out there. The contact-scraping software program reveals 10,000 firms, however many are unqualified resulting from inaccurate {industry} classification. It additionally reveals many software program consulting corporations that don’t match the ICP, so reps should manually parse the checklist to seek out certified prospects. This will price hours per rep spent — time that’s not spent promoting.

Should you’re spending two minutes per firm throughout all 10,000 firms, that provides as much as 333 hours simply parsing the TAM checklist. Your competitor, utilizing ZoomInfo, did it in 5 minutes.

2. Division Measurement

Firm A can additional filter the three,958 firms all the way down to firms with particular triggers. Since we’re promoting SES, we wish to goal firms with salespeople. We have now three distinct markets — ZoomInfo searched and located the next in lower than two minutes per market:

• SMB: 10-29 gross sales reps = 2,215 firms
• MM: 30-99 gross sales reps = 1,396 firms
• Enterprise: 100+ gross sales reps = 397 firms

Firm B can’t filter for division dimension, so that they should manually name gross sales managers, VPs and CEOs to confirm they’re a very good match — or discover the information on-line. That is 1000’s of hours of labor wasted per yr, time that might be spent promoting.

Let’s say this firm qualification course of takes 10 minutes per firm. Try this throughout your 10,000 firm TAM checklist, and also you’ve racked up 1,666 hours simply checking to see in the event that they suit your ICP. 

The group utilizing ZoomInfo did it in six minutes whole.

3. Discovering the Determination-Maker

Firm A can discover the decision-maker with the straightforward click on of a filter. Out of the whole TAM, ZoomInfo has discovered 57,947 individuals. If we phase for gross sales division dimension, we get the next, once more with about two minutes of labor for every phase:

• SMB = 17,839 contacts from 2,215 firms
• MM = 23,700 contacts  from 1,396 firms
• Enterprise = 16,408 contacts  from 397 firms

Firm B discovered 50,000 contacts, however roughly 35% of the information is old-fashioned. This implies gross sales reps should test on LinkedIn to confirm they nonetheless work on the firm.

Let’s say it takes them 5 seconds per contact to confirm job title and present firm. Over 50,000 contacts, that’s virtually 70 hours — a job that Firm A. did in six minutes.

4. Occasion-Primarily based Triggers

Firm A is notified the second an organization will get a brand new funding spherical, expands into a brand new market, hires or fires workers, provides new know-how, pronounces new initiatives, and extra. You solely should set these triggers up as soon as, however there are a variety of choices — let’s say it takes a one-time funding of 5 hours whole for every type and combos of event-based triggers.

Firm B can solely monitor set off occasions through Google. Because of this every time a gross sales rep reaches out to an organization, they should manually scour the net for any related data or arrange Google alerts one after the other for every firm. That is very time-consuming and once more, is time not spent promoting. 

Let’s say it takes seven minutes to test Google and LinkedIn for information and occasions. Throughout your checklist of three,958 firms, that provides as much as 461 hours — and that labor needs to be repeated every time you wish to discover out new data. 

The group utilizing ZoomInfo spent 5 hours as soon as, and the triggers hold delivering information and data without end.

5. Contact Data High quality

Not all knowledge is created equal. ZoomInfo’s foundational benefit is the standard of its knowledge. Whereas many competing options fluctuate between 30-50% accuracy for telephone numbers and emails, with ZoomInfo, you may set your required data-quality degree through an accuracy rating between 75-99% accuracy. On this instance, our knowledge high quality will vary from 85-99% accuracy.

Firm A has 85-99% accuracy utilizing the ZoomInfo accuracy rating.

Firm B has 30-40% accuracy — name it 35% for simplicity. That is as a result of contact-scraping software program not updating or cleansing data routinely or checking for validity through an e mail debouncing software program. 

The Distinction in Knowledge High quality

• Firm A pulls 57,947 contacts, and 85% of the contact data is correct. That leaves them with 49,254 good contacts.

• Firm B pulls 50,000 contacts, however simply 35% of the contact data is correct. That leads to simply 17,500 good contacts.

Chilly E-mail Breakdown

In case your contact accuracy is extra like Firm B’s, not solely are you losing time and decreasing your e mail deliverability, however you’re additionally losing cash by sending emails to a listing that’s principally inaccurate — which additionally will increase the chance of being flagged for spam. 

Right here’s a breakdown of how this impacts closed offers: 

Chilly Calling Breakdown

For the reason that solely strategy to confirm a quantity’s accuracy is by calling, Firm B has no strategy to know if the numbers are good earlier than calling. However Firm A makes use of ZoomInfo, which makes use of a number of knowledge factors to seek out the almost definitely quantity. So we will confidently say Firm A has extra correct numbers than Firm B.

For the sake of simplicity let’s say:

Firm A: Out of 49,254 contacts, ZoomInfo discovered 20,431 cellular and direct telephone numbers, or 41.5%.

Firm B: Out of 17,500 contacts, they discovered 6,125 telephone numbers, or 35% of their contacts. This quantity might be a lot decrease, and so they can’t filter for cellular and direct numbers. However I’ll hold it easy. 

Right here’s a breakdown of what you may anticipate with a 35% accuracy fee:

Firm A, utilizing ZoomInfo, has an 85% accuracy fee. That’s 17,366 legitimate telephone numbers.

Firm B has a 35% accuracy fee and solely has 2,143 legitimate telephone numbers.

What’s that imply ultimately? Utilizing ZoomInfo, Firm A discovered seven instances extra telephone numbers than Firm B. That’s seven instances extra potential conversations — to not point out an enormous period of time again that the group can spend really promoting.

If we use my system once more, we will anticipate the next outcomes when it comes to offers closed:

The Value of Dangerous Knowledge 

Dangerous contact data is likely one of the most expensive errors you can also make as a gross sales group. And since many firms don’t run emails by means of e mail verification software program, they’re not even conscious of the true high quality of their knowledge. 

Since every contact pulled sometimes prices a platform-use credit score, you’re paying the identical value proper off the highest for good knowledge and ineffective knowledge alike. And once you add within the alternative price of misplaced offers, the ensuing blow to worker morale, missed income projection accuracy, and different downstream prices, the invoice begins to get very vital.

In our instance, Firm B really pays a 65% premium on good knowledge as a result of 65% of information is unhealthy. Firm A may pay extra upfront, however it has clear prices — and minimal time wasted reaching out with unhealthy knowledge.

Outcomes

So what does it appear like once you evaluate the 2 approaches aspect by aspect?

Group-wide firm B. spends 151,560 minutes whole, whereas Firm A, utilizing ZoomInfo, solely spends 312 minutes. 

On a rep-by-rep foundation firm B. spends 252 hours per rep to perform what Firm A does with ZoomInfo in 31 minutes.

Value in Wasted Labor 

Let’s say the typical account govt (AE) makes slightly below $60,000 per yr, and the typical gross sales improvement rep (SDR) makes slightly below $50,000. There’s 2,080 working hours per yr, which roughly comes out to $29 per hour for the AE and $24 per hour for the SDR.

Since we all know Firm B spends 252 hours per rep doing the identical factor ZoomInfo does in 5.2 hours, we will calculate how a lot that is costing Firm B in labor.

Each firms have an eight-hour workday and every rep dedicates two hours per day to prospecting. So let’s plug these numbers into my system to learn the way many offers every firm will shut: 

Firm A has 23 extra offers than Firm B. That’s greater than twice as many offers with the identical quantity of gross sales reps.

That is the facility of gross sales programs in motion. And on this instance, I used to be being very beneficiant with Firm B as a result of extremely variable nature of prospecting software program, contact data high quality, database integrity, and different elements. 

Each day Workflow

Once we have a look at the every day workflow of reps for each firms, we will see a stark distinction in effectivity.

The rep for Firm A logs into ZoomInfo and sees 10 new certified firms which have been routinely added to their TAM checklist based mostly on event-based triggers. The right contact data is discovered and routinely added, leaving simply an export the SEP earlier than the rep can begin reaching out. 

This rep’s time per lead is about one second — the time it takes to click on export.

The rep for Firm B, in the meantime, logs into their prospecting software program and checks potential firms to contact, searches on-line to find out the variety of gross sales reps they’ve, and disqualifies firms that don’t match. The certified firms are added to a lead checklist, after which the rep has to seek out contact data, analysis the corporate for current occasions, and at last, attain out. 

Conclusion

If you put all of it collectively, the distinction is obvious. Firms that use ZoomInfo can land greater than twice as many offers whereas spending 98% much less time undertaking the identical duties. 

If you wish to calculate how a lot inefficiencies are costing your organization, obtain the spreadsheet I created to calculate prices and time spent on wasteful gross sales prospecting and run the numbers for your self.

Should you appreciated this text and wish to discover ways to optimize ZoomInfo try my complete multi-part sequence right here.

To remain updated with industry-leading data, observe my Twitter account the place I share my insights and {industry} updates at @bowtiedsystems. I’ll even be launching a How To Use ZoomInfo course in Q1 2023!