In the present day’s gross sales groups have the power to make use of instruments that might merely blow the thoughts of somebody who first got here up within the business simply 10 years in the past.
However regardless of the pace of innovation in gross sales tech, there are nonetheless giant companies and small startups alike whose foremost sources of knowledge for focusing on are Google, primary contact-scraping software program, and LinkedIn Gross sales Navigator.
What’s the distinction? As a ZoomInfo person and accomplice, there isn’t a method I may do my job with out the firmographic, technographic, and demographic info and filters in SalesOS.
However past simply telling you the way properly this could work, I’ve truly completed the maths, and you’ll see for your self. I’ve gone deep into the impression ZoomInfo can have on a gross sales crew’s day-to-day work, and if used correctly, you’ll be able to 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 primary 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 info for prospects within the firm
In an excellent world, it might be completed in centered chunks. A lot of you studying this know this isn’t the way it works. As a substitute, that is what the typical gross sales rep’s day actually appears like:
You begin the day by checking your e-mail. Any responses from yesterday’s outreach? You reply to them. OK, let’s verify the standing of the chilly e-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 a listing of corporations to achieve 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 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 primarily based on:
- Funding spherical
- Business
- 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:
- Business
- Contact data
- Firm dimension
- Something they’ll 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 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 record
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 out however can’t filter for division dimension, so that they’re not sure what number of corporations are available in the market. The contact-scraping software program exhibits 10,000 corporations, however many are unqualified because of inaccurate business classification. It additionally exhibits many software program consulting corporations that don’t match the ICP, so reps must manually parse the record to seek out certified prospects. This could value hours per rep spent — time that isn’t spent promoting.
For those who’re spending two minutes per firm throughout all 10,000 corporations, that provides as much as 333 hours simply parsing the TAM record. Your competitor, utilizing ZoomInfo, did it in 5 minutes.
2. Division Dimension
Firm A can additional filter the three,958 corporations all the way 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, so that they must manually name gross sales managers, VPs and CEOs to confirm they’re a great match — or discover the data on-line. That is 1000’s of hours of labor wasted per yr, time that may very well be spent promoting.
Let’s say this firm qualification course of takes 10 minutes per firm. Do this throughout your 10,000 firm TAM record, 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 complete.
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 information is outdated. This implies gross sales reps must 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 job 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 employees, provides new know-how, broadcasts 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 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 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 verify Google and LinkedIn for information and occasions. Throughout your record 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 info.
The crew utilizing ZoomInfo spent 5 hours as soon as, and the triggers preserve delivering information and data ceaselessly.
5. Contact Info High quality
Not all information is created equal. ZoomInfo’s foundational benefit is the standard of its information. Whereas many competing options fluctuate between 30-50% accuracy for telephone numbers and emails, with ZoomInfo, you’ll be able to set your required data-quality stage by way of 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 as a result of contact-scraping software program not updating or cleansing data routinely or checking for validity by way of an e-mail debouncing software program.
The Distinction in Information 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 e-mail deliverability, however you’re additionally losing cash by sending emails to a listing 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
Because the solely approach to confirm a quantity’s accuracy is by calling, Firm B has no approach 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 seek 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 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, and so they can’t filter for cellular and direct numbers. However I’ll preserve it easy.
Right here’s a breakdown of what you’ll be able to anticipate 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 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 crew can spend truly promoting.
If we use my method once more, we are able to anticipate the next outcomes when it comes to offers closed:
The Price of Unhealthy Information
Unhealthy contact info is without doubt one of the most expensive errors you may make as a gross sales group. And since many corporations don’t run emails by means of e-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 value proper off the highest for good information and ineffective information alike. And whenever you add within the alternative value 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 truly pays a 65% premium on good information as a result of 65% of knowledge is dangerous. Firm A would possibly pay extra upfront, but it surely has clear prices — and minimal time wasted reaching out with dangerous information.
Outcomes
So what does it appear like whenever you evaluate the 2 approaches aspect by aspect?
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.
Price in Wasted Labor
Let’s say the typical account govt (AE) makes just below $60,000 per yr, and the typical gross sales improvement rep (SDR) makes just 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 corporations have an eight-hour workday and every rep dedicates two hours per day to prospecting. So let’s plug these numbers into my method 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 as a result of extremely variable nature of prospecting software program, contact info high quality, database integrity, and different elements.
Day by day Workflow
Once we take a look at the day by day workflow of reps for each corporations, we are able to see a stark distinction in effectivity.
The rep for Firm A logs into ZoomInfo and sees 10 new certified corporations which have been routinely added to their TAM record primarily based on event-based triggers. The right contact info 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 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 record, after which the rep has to seek out contact info, analysis the corporate for latest occasions, and at last, attain out.
Conclusion
If 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 conducting 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.
For those who favored this text and need to discover ways to optimize ZoomInfo take a look at my complete multi-part collection right here
To remain updated with business leading-knowledge comply with my Twitter account the place I share my insights and business updates at @bowtiedsystems. I’ll even be launching a How To Use ZoomInfo course in Q1 2023!
