The user-generated content company automated its lead entry, scoring, and routing, freeing a lean go-to-market team to spend its hours closing deals instead of copying records into the CRM one by one.

ZoomInfo (NASDAQ:GTM), the all-in-one AI GTM platform, has reported that ResellerRatings, a user-generated content company serving more than 3,500 retail brands, has cut the time its team spends on non-selling activities by 90%, according to the company.

ResellerRatings helps retail brands turn customer reviews and ratings into trust and sales. Its go-to-market team runs lean, what the company calls small but mighty. For a team that size, how it spends its hours is the whole game. And too many of those hours were going to manual work.

Reps were searching the web for prospects and loading them into the CRM one record at a time. It was not an effective workflow, according to the company. Every hour a rep spent copying a lead into the system was an hour not spent selling. New hires felt it too. Bringing a business development rep or customer success manager up to speed took months. For a team built to do more with less, manual prospecting quietly capped how much it could do.

The fix was to stop entering data by hand and let it flow instead. ResellerRatings fed verified company and contact data directly into its HubSpot CRM, so records arrived standardized rather than typed in one at a time. Buying signals showed which companies were already researching relevant topics, so the team could work the accounts in market. Lead scoring and routing ran automatically, sending the right lead to the right rep without manual triage. The company says the integration turned its CRM from a system of record into what it calls a system of insight.

The numbers followed the shift off manual work. ResellerRatings reports a 90% reduction in time spent on non-selling activities, which freed its sales team to focus on making connections and closing. Nineteen percent of the company's closed-won business now traces directly to ZoomInfo. New business development reps and customer success managers ramp in days rather than months, according to the company.

The through-line is not headcount. It is a lean team pointed at the work that closes revenue. ResellerRatings did not get bigger to do more. It automated the busywork and kept ZoomInfo at the center of how it does more with less. Small but mighty, in the company's own words.

About ZoomInfo

ZoomInfo (NASDAQ:GTM), the all-in-one AI GTM platform, enables sales, marketing, and customer success teams to execute their go-to-market strategy with confidence. Powered by the industry's most comprehensive B2B data, including more than 100 million companies, 500 million contacts, and billions of signals, ZoomInfo delivers the intelligence, automation, and integrations that modern revenue teams need to identify, engage, and convert their best buyers.

Learn more at zoominfo.com.

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