Sales Intelligence

What is Sales Intelligence?

Sales intelligence is data and insights about prospects, accounts, and markets that help sales teams find, qualify, and close deals more effectively. It transforms sales from intuition-based to data-driven.

Sales intelligence includes firmographic data (company size, industry, location), technographic data (what technology they use), contact information, intent signals (showing buying behavior), and company news (funding, hiring, expansions).

Popular sales intelligence platforms include ZoomInfo, 6sense, Apollo, LinkedIn Sales Navigator, and Bombora.

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Why Sales Intelligence Matters

Without sales intelligence:

• Reps work off stale, incomplete data
• Prospecting is random and inefficient
• No visibility into which accounts are actually in-market
• Wasted time chasing bad-fit or inactive prospects
• Competitive blind spots

With strong sales intelligence:

• Target the right accounts from the start
• Reach prospects when they're actively buying
• Personalize outreach with relevant insights
• Understand account tech stacks and pain points
• Monitor competitor and market movements

Companies using intent data see up to 78% higher lead-to-customer conversion rates.

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Types of Sales Intelligence

1. Firmographic Data

• Company size, revenue, employee count
• Industry, location, growth rate
• Funding history and investors
• Headquarters and branch locations

2. Contact Data

• Verified email addresses and phone numbers
• Job titles and responsibilities
• Direct dial numbers and mobile phones
• LinkedIn profiles and social media

3. Technographic Data

• Software and technology stack
• Tools and platforms in use
• Contract renewal dates
• Integration possibilities

4. Intent Data

• Research behavior showing buying interest
• Keywords and topics being researched
• Website visits and content consumption
• Comparison shopping activity

5. Company News and Events

• Funding announcements and rounds
• Executive hires and departures
• Product launches and expansions
• Mergers and acquisitions

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Popular Platforms

ZoomInfo:

• Comprehensive B2B database
• Strong contact and company data
• Chorus conversation intelligence
• Higher price point, enterprise focus

6sense:

• Best-in-class intent data
• Account-based marketing insights
• Predictive analytics
• Enterprise ABM focus

Apollo.io:

• All-in-one data + engagement
• Large database with good coverage
• Lower cost, startup-friendly
• Rapid feature development

LinkedIn Sales Navigator:

• Verified professional data
• Powerful search and filtering
• InMail messaging capability
• Integrates with LinkedIn ecosystem

Bombora:

• Pure-play intent data provider
• Topic surge detection
• Company research insights
• Often integrated with other tools

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Best Practices

1. Define Your ICP First
- Know exactly what accounts you're targeting
- Use intelligence to find similar accounts
- Build prospect lists based on fit criteria

2. Monitor Intent Signals
- Set up alerts for target account activity
- Prioritize accounts showing buying signals
- Time outreach when research is active

3. Personalize with Insights
- Reference company news in outreach
- Mention relevant technology stack
- Connect to specific challenges or events

4. Keep Data Fresh
- Regular data cleansing and verification
- Monitor for role changes and departures
- Update account status based on engagement

5. Measure ROI
- Track response rates by data source
- Correlate intelligence usage with win rates
- Optimize spend based on what actually works

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Common Mistakes

• Data overload - Too much information without clear application
• Stale data - Not keeping records updated
• Privacy violations - Ignoring GDPR and data protection
• Intelligence without action - Gathering insights but not using them
• Over-reliance - Data should inform, not replace, human judgment

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Key Takeaways

• Sales intelligence provides data and insights for better targeting and personalization
• Includes firmographics, technographics, intent data, and contact information
• Popular platforms: ZoomInfo, 6sense, Apollo, LinkedIn Sales Navigator
• Intent data usage correlates with 78% higher conversion rates
• Define ICP before investing in intelligence tools
• Use data to personalize timing and messaging, not just to build lists
• Keep data fresh and measure ROI of intelligence investments