September 19th, 2014 | by

Sales and Marketing teams love data. We collect it. We scour it. We want it to reassure us that we are creating effective campaigns, talking to the best audiences, and our messages are being well received. Data is gathered throughout our lives, every step, every click and every dial. The problem rarely seems to be getting enough data these days, but rather how do we make sure that the data we are giving our attention is good data – worth our while? Does it provide us an accurate, fresh view of the situation? Does it make us more effective?

What we as sales and marketers need most is good data that will put us in front of people who need our solutions when they are looking for them in the most effective and efficient way possible. You may think that is asking a lot of data; but with intelligent sales tools like those offered by DiscoverOrg and a constantly refreshed database including over 400,000 key decision makers, it is exactly what you can expect. Is your contact data and sales intelligence working overtime for you? What should you be doing to maximize the results from your data?

  1. Keep it fresh. Make sure that the data source for the contact information you are using is reliable and renewed frequently. People change companies, change roles within companies; and working from stale data is a waste of your time and energy. If you are investing in a data source, contact their references and read online technology review sites like G2Crowd to make sure that you are investing wisely. DiscoverOrg data integrates directly into and other popular CRM platforms to ensure that you are always armed with good data providing the most up-to-date information.
  2. Open many doors. The days when all technology purchases went through the IT department are long gone. The lines between departments are blurring and marketing departments are making many technology purchases without consulting the IT guys. Consulting organizational charts that provide contact information and responsibilities will have you talking to the right contact for your solution faster. Consider selling to the people who will be using the technology within your prospect companies and know that decision makers may be in the IT, Marketing and Finance departments.
  3. Knock when they’re answering. When companies have executive moves or have new initiatives is when they are most likely to be evaluating new technologies. If you sell a marketing automation solution, knowing that a prospect has just hired a new CMO would be beneficial because they are likely to be evaluating processes and looking for solutions that will increase effectiveness. Leveraging buying scoops is a very effective sales tactic. Using Triggers on prospect companies or using keywords such as the technology you sell to search for relevant contacts will put you knocking at the door of your best prospects before your competition even knows they are answering.

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Henry Schuck
About the author

Henry Schuck

Henry Schuck is the CEO of DiscoverOrg, an 8-time Fortune 5000 company, which he co-founded at the age of 23. He has extensive experience managing the sales and marketing activities of fast-growing information technology data companies.