Go-to-market success isn’t just about hustle. It also takes harmony: Product and revenue, data and intuition, creativity and execution.
For too many companies today, that level of alignment remains a pipe dream. But it doesn’t have to be that way.
ZoomInfo CEO Henry Schuck recently sat down to discuss this and more with Sangram Vajre, CEO of GTM Partners. Here are some highlights from their conversation.
How AI and GTM Intelligence Unleash Creativity
The companies that thrive in today’s markets harness both creativity and execution.
But for too long, Schuck says, inspired ideas would die on the vine while operations teams and data specialists pulled together targeting data, prospect lists, and other critical market information from disparate systems.
That’s why ZoomInfo is so focused on solutions like GTM Studio, which put critical GTM Intelligence at the fingertips of creative revenue professionals — shrinking the time from idea to execution, and allowing more creative ideas to flourish.
“We think every leader should have the ability to think creatively about their go-to-market motion, and then have the ability to actually execute campaigns, without getting in an IT queue somewhere,” Schuck says. “That’s a super exciting change that AI is giving us the ability to deliver. And we’re super clued in to what go-to-market professionals care about.”
Bringing Product and GTM Together
Like anyone, most CEOs have specialties: Some are product wizards, while others are dealmakers by trade. Schuck says too much specialization, however, leaves blind spots when it comes time to scale.
“A lot of CEOs are really, really deep in product and engineering, and they don’t really spend any time on the go-to-market side. That’s an incredible disservice to all of the work that product and engineering teams do,” Schuck says.
At the same time, having a great GTM motion with a bad product will just lead to long-term pain — you might get initial sales, but retention will suffer.
“You don’t really have a business without a great go-to-market team, and you don’t really have a business without a great product,” Schuck says.
AI Agents: Beyond the CRM
AI is transforming how businesses engage prospects, identify and expand into new markets, and drive predictable, reliable revenue growth.
But too many businesses might be pinning their hopes on AI alone to solve deep, systemic problems they’ve been wrestling with for years. And high on that list is incomplete, inaccurate customer relationship management (CRM) data.
That’s why, according to Schuck, ZoomInfo’s GTM Intelligence Platform is positioned to become the platform for GTM practitioners in every sector and vertical.
“In 18 years of running this business, I have never met somebody who’s told me, ‘The data in my CRM system is fantastic. My sellers love it. It’s exactly what we need to run the business,’” Schuck says. “You cannot build a go-to-market AI agent on top of your first-party data, because all of that bad data will lead to really bad outcomes.”
And outside the CRM? That’s where truly transformative GTM Intelligence can be collected, evaluated, analyzed, and activated.
“A great go-to-market agent doesn’t stop at the four walls of your CRM system. There’s intent data, there’s executive moves, there’s earnings calls, podcasts, job postings, press releases — an endless tail of great data that should be leveraged, that doesn’t live inside of your CRM,” he says.
The Future of GTM is Here
Today’s revenue leaders are clamoring for innovative new ways to leverage new technology and drive strong, sustained growth against intense competition. ZoomInfo’s Go-to-Market Intelligence Platform delivers this and more.
Find out more about ZoomInfo’s Go-to-Market Intelligence Platform today.