[VIDEO] The Value of Sales Intelligence vs Data

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

As Chief Growth Officer (CGO), Katie brings 15 years of marketing, product, and strategy experience in global, ..read more

  • Leslie

    As a member of our Sales Operations team, I often find myself contact with Data. We have some vendors we use that strictly provide us Data, with absolutely no verification of any kind, where we then go thru and doing the verifying ourselves. Since adding DiscoverOrg to our vendor list, it is refreshing to have access to verified data and intelligence. It’s nice to know they reach our and confirm the phone numbers, titles, etc. It saves an incredible amount of time for all of our teams and increases our confidence in Sales Operations that we passing the best information available out there our sales teams.

  • Kyle

    I like that analogy, makes it easy to remember/explain.

  • Brian Charles

    Data is static while business intelligence is dynamic. DiscoverOrg provides our organization with up-to-date business intelligence that we use to “know our customers.”

  • andy

    I love the idea of relationships changing data into intelligence. Great way to think about and approach data in a sales organization.

    • Brian Charles

      I agree Andy. to fairly address your concept of relationships turning data into intelligence, I think that the context of this transformation needs to be considered. If you turn data about one of your prospects into intelligence because you have developed a relationship with that prospect, then you own the intelligence. DiscoverOrg does not own that intelligence. Perhaps it enabled the intelligence by providing the data and some level of the intelligence, but you provided the relationship.
      So I would argue that DiscoverOrg (and don’t get me wrong: I’m a fan) enables only some of the intelligence in a relationship.

  • Ariana Ioannidi

    I love that DiscoverOrg has verified data that is extremely useful during my day-to-day projects. Sometimes, I come across leads or contacts that do not have the most up to date address or title. DiscoverOrg has exceeded my expectations in verifying what I am looking for, and it is nice to know they confirm all of the data that they gather. It is really helpful when setting tasks or scheduling mailers for our SDRs and SMs.

  • Patrick Hussey

    I don’t think enough people know the difference in the type of information they are ingesting. There is a LOT of it out there, and it can sway opinions – it’s important to understand what information you’re looking at and how to effectively use the data.

  • Great points Katie. I think from a workflow perspective, manually digging through news and social media feeds to establish context is a difficult task. Add to this the fact that sales organizations invest more in acquiring data because that’s what they’ve been doing for so long. Sales leaders should be investing more in tools that help them build context and intelligence around the data they already have.