Right this moment’s gross sales groups have the flexibility to make use of instruments that might 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 giant firms and small startups alike whose major 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 consumer and companion, there is no such thing as a manner I might do my job with out the firmographic, technographic, and demographic data and filters in SalesOS.
However past simply telling you ways properly this could work, I’ve really carried out the maths, and you may see for your self. I’ve gone deep into the affect ZoomInfo can have on a gross sales crew’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 further 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 crew of 10 gross sales reps working eight hours per day. Two of those hours are spent prospecting:
- One hour discovering corporations to achieve out to
- One hour discovering contact data for prospects within the firm
In a great world, it will be carried out in targeted chunks. A lot of you studying this know this isn’t the way it works. As a substitute, that is what the common gross sales rep’s day actually appears to be like like:
You begin the day by checking your electronic mail. Any responses from yesterday’s outreach? You reply to them. OK, let’s verify the standing of the chilly electronic 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 corporations 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 will depend on the software you’re utilizing. And that is the place next-generation instruments like ZoomInfo begin to instantly carry your gross sales crew, including hours to your day.
Characteristic Comparability
Firm A, utilizing ZoomInfo, can use event-based triggers to focus on certified corporations based mostly on:
- Funding spherical
- Trade
- Firm Measurement
- Firm progress
- Firm hiring/layoffs
- Current hires
- Inner construction
- Division progress
- Expansions
- Know-how they use (technographics)
- How lengthy they’ve been utilizing a competitor
- Mergers and acquisitions
- Varieties of departments
- Information
- ZoomInfo Scoops
- Inner initiatives (ZoomInfo Scoops)
Firm B can solely goal:
- Trade
- Contact data
- Firm dimension
- Something they will discover by way of Google
What to Anticipate
In our instance, each corporations will likely be promoting gross sales enablement software program (SES) to software program corporations with a headcount of 50-1,000 workers. 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 corporations that match this market in 5 minutes.
Firm B started manually looking however can’t filter for division dimension, in order that they’re not sure what number of corporations are available in the market. The contact-scraping software program reveals 10,000 corporations, however many are unqualified attributable to inaccurate {industry} classification. It additionally reveals many software program consulting companies that don’t match the ICP, so reps need to manually parse the checklist to seek out certified prospects. This could price hours per rep spent — time that’s not spent promoting.
If you happen to’re spending two minutes per firm throughout all 10,000 corporations, 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 corporations right down to corporations with particular triggers. Since we’re promoting SES, we need to goal corporations with salespeople. Now we have three distinct markets — ZoomInfo searched and located the next in lower than two minutes per market:
- SMB: 10-29 gross sales reps = 2,215 corporations
- MM: 30-99 gross sales reps = 1,396 corporations
- Enterprise: 100+ gross sales reps = 397 corporations
Firm B can’t filter for division dimension, in order that they need to manually name gross sales managers, VPs and CEOs to confirm they’re an excellent match — or discover the information on-line. That is hundreds of hours of labor wasted per 12 months, time that may very well 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 crew utilizing ZoomInfo did it in six minutes whole.
3. Discovering the Determination-Maker
Firm A can discover the decision-maker with the easy click on of a filter. Out of your entire TAM, ZoomInfo has discovered 57,947 folks. 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 corporations
- MM = 23,700 contacts from 1,396 corporations
- Enterprise = 16,408 contacts from 397 corporations
Firm B discovered 50,000 contacts, however roughly 35% of the info is old-fashioned. This implies gross sales reps need to verify 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 activity 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 expertise, declares new initiatives, and extra. You solely need to set these triggers up as soon as, however there are loads of choices — let’s say it takes a one-time funding of 5 hours whole for all sorts and mixtures of event-based triggers.
Firm B can solely observe set off occasions by way of Google. Because of this every time a gross sales rep reaches out to an organization, they need to 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 verify Google and LinkedIn for information and occasions. Throughout your checklist of three,958 corporations, that provides as much as 461 hours — and that labor needs to be repeated every time you need to discover out new data.
The crew utilizing ZoomInfo spent 5 hours as soon as, and the triggers maintain delivering information and data ceaselessly.
5. Contact Info High quality
Not all knowledge is created equal. ZoomInfo’s foundational benefit is the standard of its knowledge. Whereas many competing options differ between 30-50% accuracy for telephone numbers and emails, with ZoomInfo, you may set your required data-quality stage by way of 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 by way of 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 reducing your electronic 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
Because the solely solution to confirm a quantity’s accuracy is by calling, Firm B has no solution 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 may very well be a lot decrease, they usually can’t filter for cellular and direct numbers. However I’ll maintain 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 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 crew can spend really promoting.
If we use my system once more, we will anticipate the next outcomes by way of offers closed:
The Price of Unhealthy Knowledge
Unhealthy contact data is likely one of the costliest errors you may make as a gross sales group. And since many corporations don’t run emails by electronic mail verification software program, they’re not even conscious of the true high quality of their knowledge.
Since every contact pulled usually prices a platform-use credit score, you’re paying the identical worth proper off the highest for good knowledge and ineffective knowledge alike. And if 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 important.
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, nevertheless it has clear prices — and minimal time wasted reaching out with unhealthy knowledge.
Outcomes
So what does it appear to be if 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.
Price in Wasted Labor
Let’s say the common account government (AE) makes just below $60,000 per 12 months, and the common gross sales growth rep (SDR) makes just below $50,000. There’s 2,080 working hours per 12 months, 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 corporations 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 how 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 techniques 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 components.
Every day Workflow
After we have a look at the every day workflow of reps for each corporations, we will see a stark distinction in effectivity.
The rep for Firm A logs into ZoomInfo and sees 10 new certified corporations which were mechanically added to their TAM checklist based mostly on event-based triggers. The proper contact data 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 corporations to contact, searches on-line to find out the variety of gross sales reps they’ve, and disqualifies corporations that don’t match. The certified corporations 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
While 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.
If you happen to preferred this text and need to learn 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!
