January 11th, 2017 | by

There are a lot of sales and marketing data providers out there. Everyone talks about their solution slightly differently – they offer contact data, verified data, sales intelligence, etc. What’s the difference between all of these terms?

Since data literally powers everything we as sales and marketers do, using an illustration that revolves around electricity is an easy way to explain these differences.

Watch the Video to Learn More:

Data vs Verified Data vs Intelligence

Data – like a name, a title, an email address – is like a piece of wire. It is what it is. It doesn’t do anything in and of itself. It might be live, it might be faulty, it might be frayed. It just is. A wire in and of itself has no power.

If you’re wiring a house, it’s always a good idea to have a licensed electrician install the wiring and have an inspector verify that it has been done correctly. Similarly, verified data means that the data in your system, the data you’ve invested in, has been inspected by a human for accuracy. It’s a data point that you can trust to be right – it has a stamp of approval on it.

Sales data turns into intelligence, similarly, when it comes to life because of the context it lives in – of the relationships around it.

That’s really important, but again, the data (or the wire in the wall) by itself has not lit up the house yet. Electricity is typically powered on by a generator that has been intelligently designed to take advantage of the relationships between magnetism and electricity.

How We Get Sales Intelligence

Sales data turns into intelligence, similarly, when it comes to life because of the context it lives in – of the relationships around it.

For example, if I know a person has just become the CMO of one of my target accounts today, came from a company where she previously implemented DiscoverOrg, and had just received a round of funding from her board, I am now immediately armed with insights and context to reach out to her and have a meaningful conversation about using DiscoverOrg at her new company.

Verified DataOn top of that, if I can tell she has an existing Head of Marketing Operations that reports directly to her that has implemented a competitive solution currently and is the one in charge of the sales intelligence tool, I understand that I will need to work with that person as a key influencer in my sales process.

Since most B2B buying decisions involve 6 people, even better that I can immediately see who the 6 key stakeholders are in my process, what their background is, and how to interact with them directly.

In sum, data just is. Verified data builds confidence. Verified and practical sales intelligence allows you to sell and market more effectively than any of your competitors. It powers your business’s growth.

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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.