When your enterprise is serving the extremely various array of mid-market firms within the U.S., amassing a provide of dependable information can turn into a seemingly infinite sport of cat and mouse.
The data you want for efficient go-to-market is on the market. However the problem is chasing down the information — firm dimension, income, location, trade and extra — throughout a mishmash of state and native sources.
That’s the issue Capital One’s Industrial Banking enterprise confronted earlier than it partnered with ZoomInfo. In the present day, with ZoomInfo’s Knowledge as a Service delivered into Snowflake, Capital One’s crew is ready to run a contemporary go-to-market movement, reclaiming huge quantities of prospecting time for its gross sales professionals.
“My job is to deliver the knowledge to our gross sales groups as simply as attainable,” mentioned Andy Ruffles, director of gross sales operations and technique at Capital One Industrial Banking. “Now, as an alternative of 100 totally different gross sales groups coming to me with requests, we put the information in a single place. We give them a report, they usually can get it themselves — it turns into extra of that self-service mannequin.”
Ruffles mentioned the business banking crew’s digital information transformation just lately in an interview with theCUBE on the Snowflake Summit, alongside Amit Rai, ZoomInfo’s SVP of DaaS.
Higher Knowledge, Higher Outcomes
“After we began our journey with Capital One, they really had data for less than 15% of their low-end prospects,” Rai mentioned. “After they partnered with ZoomInfo, now they had been capable of section near 70% of their low-end enterprise — from 15% to 70%. And that resulted in large ROI.”
Gross sales reps had been additionally utilizing spreadsheets to trace prospects and prospects, inflicting a disjointed and guide course of to be much more difficult. Ruffles knew one thing needed to be finished, and he labored with Rai and ZoomInfo’s information companies crew to remodel their guide course of into an simply accessible and always up to date digital information repository.
Capital One makes use of Snowflake as a buyer information repository, the place ZoomInfo can present data on 32 million lively companies in additional than 100 million U.S. places.
“Upon getting that information, now you are able to do predictive modeling, now you are able to do net-new acquisition, now you may serve the prevailing prospects,” Rai mentioned.
“We’ve had an extended journey with ZoomInfo that began with a quite simple use case and led to a way more streamlined and collaborative place,” Ruffles mentioned. “The subsequent step is connecting third-party information with our first-party information and suggesting to our gross sales crew the place they need to be going utilizing automation.”
Designing a Profitable Knowledge Technique
Accenture information exhibits that 81% of companies don’t have a technique that makes full use of their invaluable information. Rai contends that success in information technique usually hinges on robust inner alignment with the enterprise’ business drivers.
“Increasingly, chief information officers are aligning themselves to income outcomes, as a result of gross sales and advertising and marketing is the bloodline for a corporation. That’s how the corporate grows,” Rai mentioned.
Combining the facility of platforms like Snowflake and ZoomInfo may also help firms and groups of all sizes predict development and produce higher alignment to gross sales, advertising and marketing, and operations by making a unified supply of fact for targets, metrics, and buyer personas.
“Prospects that use Snowflake and ZoomInfo are capable of be prescriptive and proactive, reasonably than reactive,” Rai mentioned.
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