For over a decade, our profession has optimized B2B revenue around predictability: templates, playbooks, automation. In effect, we’ve tried to industrialize go-to-market.
But now, the old model is breaking down.
Generic sequences don’t break through. Bloated tech stacks and siloed data leave teams paralyzed. And trying to copy your top performers doesn’t scale, because the best in GTM win by making smart, creative decisions in real time.
At ZoomInfo, we believe creativity — scalable, data-backed, and execution-ready — is the new imperative. It’s not just about having data. It’s about turning intelligence into action with precision and speed.
And it starts with rethinking how we work.
The Playbook Fallacy
What if I told you that when companies try to replicate the activities of their top-performing sellers, it actually decreases win rate? That’s what we call the Playbook Fallacy.
We’ve seen the Playbook Fallacy play out across thousands of organizations. Companies try to clone top reps by replicating activity patterns: calls made, emails sent, meetings booked.
But activity alone doesn’t win deals. Creativity does.
Top reps aren’t just active, they’re perceptive. They read signals, respond in context, and pivot fast. They adapt stories to resonate with each buyer. They connect the dots across data points — timing, sentiment, competitor usage — and strike when the opportunity is real.
Top sellers aren’t following better playbooks. They’re making fundamentally different, non-linear decisions in real time. They win despite the playbook.
That’s not process. That’s creativity.
We’ve tried scaling the process. The real question is, can we scale that creative impulse?
Go-to-Market Intelligence: Creativity Meets Execution
The future lies in unified intelligence — bringing together first-party data, third-party signals, and AI to orchestrate every motion with speed and clarity. This vision is what drives us to build the most advanced GTM Intelligence Platform: not another tool, but the connective tissue that enables creative GTM at scale.
We make that vision a reality with unified, innovative products that put GTM leaders in the driver’s seat:
- Our GTM Data Foundation: Our data model ingests both structured and unstructured data, intelligently normalizes and enriches, and constructs unified profiles with actionable intelligence.
- Go-to-Market Studio: An AI data canvas where RevOps can craft campaigns in hours, not weeks — no code, no bottlenecks.
- ZoomInfo Copilot: Our agentic AI layer that handles research, planning, and activation across the frontline.
From CRM to GTM
GTM has been built around the CRM as the source of truth, but that’s not viable today. CRMs were designed for management, not action. They don’t capture the intelligence that actually drives deals: buyer intent, call transcripts, competitor context.
Not to mention that most of what’s in there is outdated or incomplete.
It’s time to shift from CRM to GTM. From stale records to dynamic intelligence. From fragmented decisions to orchestrated execution. From manual drudgery to creative impact.
What You Can Expect
This isn’t theoretical. We’ve already seen the transformative results that GTM Intelligence can deliver:
- Faster pipeline growth from plays triggered by real-time signals
- Higher win rates from multi-threaded, personalized engagements
- Larger deal sizes from sellers spending less time researching and more time selling
When every follow-up is done, every deck hits the right message, and every insight fuels the next move — you’re running a modern GTM system instead of simply running plays.
At ZoomInfo, we’re committed to being more than just your data provider. We’re your creative revenue partner. We’re putting Einstein and Da Vinci in your pocket — because genius without creativity doesn’t win anymore.
Let’s build the future of go-to-market together.