Right this moment’s gross sales groups have the flexibility 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 pace of innovation in gross sales tech, there are nonetheless massive companies and small startups alike whose important sources of knowledge for focusing on are Google, fundamental contact-scraping software program, and LinkedIn Gross sales Navigator.
What’s the distinction? As a ZoomInfo person and associate, there isn’t a method I might do my job with out the firmographic, technographic, and demographic info and filters in SalesOS.
However past simply telling you ways nicely this could work, I’ve really accomplished the mathematics, and you’ll see for your self. I’ve gone deep into the impression ZoomInfo can have on a gross sales workforce’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 workforce of 10 gross sales reps working eight hours per day. Two of those hours are spent prospecting:
- One hour discovering firms to succeed in out to
- One hour discovering contact info for prospects within the firm
In a perfect world, it might be accomplished in targeted 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 seems to be like:
You begin the day by checking your electronic mail. Any responses from yesterday’s outreach? You reply to them. OK, let’s test the standing of the chilly electronic mail marketing campaign you despatched yesterday: 50% open price, 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 an inventory of firms to succeed in out to primarily based in your ICP traits and focused job titles. Then add them to your SEP and begin outreach.
What occurs subsequent is determined by the device you’re utilizing. And that is the place next-generation instruments like ZoomInfo begin to instantly carry your gross sales workforce, including hours to your day.
Characteristic Comparability
Firm A, utilizing ZoomInfo, can use event-based triggers to focus on certified firms primarily based on:
- Funding spherical
- Trade
- Firm Dimension
- Firm development
- Firm hiring/layoffs
- Current hires
- Inner construction
- Division development
- Expansions
- Expertise they use (technographics)
- How lengthy they’ve been utilizing a competitor
- Mergers and acquisitions
- Kinds of departments
- Information
- ZoomInfo Scoops
- Inner initiatives (ZoomInfo Scoops)
Firm B can solely goal:
- Trade
- Contact data
- Firm measurement
- Something they’ll discover through Google
What to Anticipate
In our instance, each firms might 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 however can’t filter for division measurement, so that they’re not sure what number of firms are out there. The contact-scraping software program exhibits 10,000 firms, however many are unqualified because of inaccurate {industry} classification. It additionally exhibits many software program consulting companies that don’t match the ICP, so reps must manually parse the checklist to search out certified prospects. This could price hours per rep spent — time that’s not spent promoting.
When 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 Dimension
Firm A can additional filter the three,958 firms all the way down to firms with particular triggers. Since we’re promoting SES, we need 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 measurement, so that they must manually name gross sales managers, VPs and CEOs to confirm they’re a great match — or discover the information on-line. That is 1000’s of hours of labor wasted per yr, time that could possibly 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 workforce utilizing ZoomInfo did it in six minutes complete.
3. Discovering the Determination-Maker
Firm A can discover the decision-maker with the easy click on of a filter. Out of your complete TAM, ZoomInfo has discovered 57,947 individuals. If we section for gross sales division measurement, we get the next, once more with about two minutes of labor for every section:
- 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 must 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 nearly 70 hours — a process that Firm A. did in six minutes.
4. Occasion-Based mostly 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 must set these triggers up as soon as, however there are plenty of choices — let’s say it takes a one-time funding of 5 hours complete for every type and combos of event-based triggers.
Firm B can solely observe set off occasions through Google. Which means every time a gross sales rep reaches out to an organization, they must manually scour the online for any related info 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 must be repeated every time you need to discover out new info.
The workforce utilizing ZoomInfo spent 5 hours as soon as, and the triggers maintain delivering information and knowledge eternally.
5. Contact Data High quality
Not all information is created equal. ZoomInfo’s foundational benefit is the standard of its information. Whereas many competing options differ between 30-50% accuracy for telephone numbers and emails, with ZoomInfo, you may set your required data-quality stage through an accuracy rating between 75-99% accuracy. On this instance, our information 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 because of the contact-scraping software program not updating or cleansing data routinely or checking for validity through an electronic 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 ends in 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 electronic mail deliverability, however you’re additionally losing cash by sending emails to an inventory that’s principally inaccurate — which additionally will increase the probability of being flagged for spam.
Right here’s a breakdown of how this impacts closed offers:
Chilly Calling Breakdown
For the reason that solely technique to confirm a quantity’s accuracy is by calling, Firm B has no technique to know if the numbers are good earlier than calling. However Firm A makes use of ZoomInfo, which makes use of a number of information factors to search out the most probably quantity. So we are able to 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 cell 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 could possibly be a lot decrease, they usually can’t filter for cell and direct numbers. However I’ll maintain it easy.
Right here’s a breakdown of what you may count on with a 35% accuracy price:
Firm A, utilizing ZoomInfo, has an 85% accuracy price. That’s 17,366 legitimate telephone numbers.
Firm B has a 35% accuracy price and solely has 2,143 legitimate telephone numbers.
What’s that imply in the long run? Utilizing ZoomInfo, Firm A discovered seven occasions extra telephone numbers than Firm B. That’s seven occasions extra potential conversations — to not point out an enormous period of time again that the workforce can spend really promoting.
If we use my components once more, we are able to count on the next outcomes when it comes to offers closed:
The Value of Unhealthy Knowledge
Unhealthy contact info is among the most expensive errors you can also make as a gross sales group. And since many firms don’t run emails via electronic mail verification software program, they’re not even conscious of the true high quality of their information.
Since every contact pulled usually prices a platform-use credit score, you’re paying the identical worth proper off the highest for good information and ineffective information alike. And while 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 information as a result of 65% of knowledge is dangerous. Firm A may pay extra upfront, nevertheless it has clear prices — and minimal time wasted reaching out with dangerous information.
Outcomes
So what does it seem like while you evaluate the 2 approaches facet by facet?
Group-wide firm B. spends 151,560 minutes complete, 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 are able to 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 components 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 ability of gross sales methods in motion. And on this instance, I used to be being very beneficiant with Firm B because of the extremely variable nature of prospecting software program, contact info high quality, database integrity, and different elements.
Each day Workflow
After we have a look at the every day workflow of reps for each firms, we are able to see a stark distinction in effectivity.
The rep for Firm A logs into ZoomInfo and sees 10 new certified firms which have been mechanically added to their TAM checklist primarily based on event-based triggers. The right contact info is discovered and mechanically 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 search out contact info, analysis the corporate for latest occasions, and at last, attain out.
Conclusion
While you put all of it collectively, the distinction is obvious. Corporations 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.
When you appreciated this text and need to discover ways to optimize ZoomInfo try my complete multi-part sequence right here.
To remain updated with industry-leading information, comply with 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!
