Sales intelligence. Lead lists. Not sure where to start … or why you should care?

You’re in the right place.

For many years, sales and marketing teams turned to list providers for prospecting and lead generation.

Plagued by incorrect, incomplete, and outdated information, these purchased lists typically led to a lot of time wasted calling bad phone numbers and prospecting to invalid contacts. People change jobs, after all.

In recent years, a new tool has emerged, and it’s taking lead generation to the next level.

You may have heard terms like sales intelligence, marketing intelligence, intent data, predictive data, or similar: They generally refer to the same thing, which we refer to it as marketing and sales intelligence, and it’s revolutionizing the industry. It is now a must-have for any competitive business in the marketplace.

From TechnologyAdvice:

If businesses want to keep their pipelines moving (qualified leads in one end, business opportunities out the other), they need access to the right tools and the right information about their prospects and leads. And that means more than the commoditized contact information that list brokers are always so happy to sell: name, rank, and serial number.

Even with a strong inbound marketing strategy, it isn’t enough to capture basic contact information. To give your business a true competitive edge, you need something more.

You need to know not only who your potential customers are, but what they’re about. What motivates them? What needs do they have? What are their intentions, pain points, and goals?

The answers to these questions — and many others — can be found in sales intelligence.


These tools take the power of accurate data – gathered and kept fresh through ongoing research, actionable predictive intelligence, and plenty of integrations – and apply it to your biggest sales and marketing challenges.

This guide details the many benefits of intelligence solutions, and why you should consider investing in one.

Grab our new ebook: The Power of Marketing and Sales Intelligence – 7 Ways to Fuel Faster Growth.

So, what is a sales and marketing intelligence platform?

It’s definitely NOT just a list of accounts, contact names, and phone numbers.

An intelligence platform is so much more.

intelligence vs. data

The benefits of intelligence touch every task of your marketing and sales teams – letting them to target the highest-value accounts, market to each target prospect based on specific needs and preferences, and produce more qualified leads.

But intelligence platforms offer more than just more leads – they are not like old-school lead lists. These kinds of platforms include predictive insights, competitive intelligence, foundational and tactical support for Account-Based Marketing (ABM) campaigns, as well as insights for client retention.

Sales intelligence easier than raw data

When used effectively, sales intelligence dramatically enhances the power of the rest of your sales and marketing tech stack – accelerating your pipeline and revenue growth, not just by virtue of the data it delivers but because it makes all of our other tools and programs that much more effective.

For example, when account-based intelligence, contact details, and buying context is integrated into your sales development tools,

you can more effectively personalize your engagement and messaging, increasing the rate of meetings you can set and deals you can close. When it is integrated with your marketing automation system, it can automatically keep your data clean and enriched, improving your email marketing program results and lead to demo conversion rates.

You may be thinking, Okay, so I’ll have access to more information, but with enough research, I can probably find some of that information myself. Is a tool like this really a necessity … or just nice to have?

Good question.

Get our new comprehensive ebook, The Power of Sales Intelligence, and see how intelligence impacts all 7 challenges.

To understand the impact of intelligence, it is important to understand your needs and goals. What are you trying to accomplish, and what role do you want data to play in your organization?

For most companies, these kinds of challenges keep leadership up at night:

  1. Data quality and managementsales intelligence ebook
  2. Account-based marketing and sales
  3. Lead generation
  4. Competitive intelligence
  5. Predictive intelligence
  6. Sales and marketing alignment
  7. Client success and retention

Sound familiar? If so, a marketing and sales intelligence tool may be the answer to your problems.

If you’re thinking about starting an account-based marketing program, aligning departments, or expanding within an enterprise account, you’ll want to know how account-based strategy impacts each of these issues.

Download our comprehensive ebook, The Power of Sales Intelligence, to see exactly how intelligence can impact each of these seven sales and marketing issues – in a big way.

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Katie Bullard
About the author

Katie Bullard

As Chief Growth Officer (CGO), Katie brings 15 years of marketing, product, and strategy experience in global, high-growth technology businesses to her role at DiscoverOrg. She has a bachelor’s and masters degree from the University of Virginia.