Sales and marketing teams have always sought to understand how target customers work internally. Knowing how and where a customer’s decisions are made can make a world of a difference in how you sell to them, whether it’s prioritizing the right accounts with the right message or pinpointing which contacts to develop relationships with first.
But as companies grow, how they work together can shift — and this difference can throw off your sales and marketing teams.
To develop new business effectively, sales and marketing teams need accurate data to pinpoint where real business decisions are being made: corporate hierarchy data based on actual operations and physical locations.
Unfortunately, many master data sets contain full lists of legal entities and holding companies, which make it challenging to identify who holds the purse strings.
What Connects Enterprise Sellers to Buyers? Corporate Hierarchy Data
Location-based corporate hierarchy structures inherently point to where business decisions are being handled. With ZoomInfo’s patented natural language processing and machine learning models, salespeople can evaluate company hierarchy information at scale, and with greater speed, to focus account-based campaigns on the ultimate buyers.
Once a target becomes a customer, their corporate hierarchy data helps enhance the contract management process. A 360-degree view of their company also yields insight into other companies they’re connected to.
This pivotal linkage data unlocks more sales opportunities. Risk assessments are also easier and more accurate, since they’re based on data where actual business operations are taking place.
Here are some specific examples of how accurate, rich hierarchy data can make businesses vastly more efficient:
- Territory assignment: Instead of assigning related accounts to different reps, you can assign territories to drive a better customer experience that leads to larger, more strategic deals.
- Account expansions and progressions: With better knowledge of the links between companies, such as distinct brands with a common holding company, sales teams can aggregate larger deals and accelerate growth.
- Performance reporting and analytics: Metrics and revenue data across relevant teams and organizations enables teams to create accurate reports at the organizational and sub-organizational level.
Find Where Your Buyers Are Really Located
Who controls the budget and where does the buying happen? That’s the question sales and marketing teams must ask as companies go through endless acquisitions and restructuring initiatives.
ZoomInfo’s Hierarchy Data Brick is designed to build sophisticated selling strategies that point your team to a world of opportunities. With over 1.2 million entities, ZoomInfo’s Hierarchy Data contains over 55 fields that are refreshed quarterly, including identifiers like:
- Ultimate parent
- Domestic parent
- Immediate parent
- Subsidiary
- Headquarters
- Individual location
- Franchisor/franchisee
With relational identifiers, sales teams can map organizations top-down or bottom-up, based on their needs. To drive results, make sure your teams are working from the best, most up-to-date corporate hierarchy data.