Spekit: Amplifying Sales Efficiency with ZoomInfo

Spekit, an innovative just-in-time enablement tool, enhances sales representatives’ performance by seamlessly integrating crucial training and content into their daily workflows, transforming the way employees engage with and apply vital knowledge.

Founders Melanie Fellay and Zari Zahra started Spekit to fill a troublesome gap in sales enablement technologies. Despite rapid advancements in sales tech, the prevalent training methods — think PowerPoint presentations and time-intensive courses — didn’t meet the needs of sales reps in today’s fast-moving market.

With roots in revenue operations and a lean team, Spekit was looking for  solutions that could boost their efficiency and streamline operations. ZoomInfo’s comprehensive platform allowed Spekit to do just that, driving more effective segmentation, prospecting, and account management, along with infusing the voice of the customer into training and product development.

“Anything that minimizes our team’s need to switch contexts is beneficial. ZoomInfo Copilot offers a unified view, eliminating the need to navigate between systems.” 

Ben Perceval

RevOps Manager at Spekit

Conversation Intelligence and Better Data 

Spekit has partnered with ZoomInfo since 2019, initially adopting the Chorus conversation intelligence product. 

“We were what I’d consider an early adopter of Chorus,” says Fellay, Spekit’s CEO. “I wanted to ensure that I had a record of every customer conversation I’d ever had because I knew that data would help us on our journey.”

Instead of traditional training sessions, reps were encouraged to listen to Chorus calls across all stages of the customer journey. This approach provided a comprehensive understanding of customer interactions and common queries, thereby enhancing the reps’ ability to sell effectively. 

“We could now tell our reps, ‘Go see what a customer journey looks like, and what kinds of questions come up every step of the way,’” Fellay says. 

Spekit has also leveraged Chorus to inform its product team plans with direct feedback from customers — in their own words, at scale, and instantly shareable across the company. 

“It’s one thing to say: ‘Customers are complaining about this, let’s make sure that we address it.’ But it’s more powerful to actually see and hear it,” Fellay says. “Our product roadmap has been very much informed by that pattern, with customers and prospects asking us to expand our offering in a specific direction.”

Spekit AI, the company’s new content recommendation engine, was born from Fellay’s self-described obsession with the power of conversation intelligence tools like Chorus. 

Spekit AI can turn key information about account and prospect interactions into smart, simple, highly contextualized content recommendations – for example, surfacing case studies and ROI proof points proactively after those next steps are brought up in a Chorus call. 

Spekit AI works with popular sales tools like Chorus, Gong, and Gmail, putting an end to the endless toggling between sales tools and enablement libraries and helping sales professionals stay in the flow of selling.

“We shouldn’t ask reps to be human encyclopedias or librarians. They should be doing what they love to do, selling,” Fellay says. 

Peerless Data to Fuel Faster Growth

As Spekit expanded its sales force and invested in demand generation and event marketing, the quality of ZoomInfo’s comprehensive data platform became more important. 

By continually syncing its CRM with ZoomInfo data, Spekit ensures that its sales and customer success teams are always informed about key developments.

“The game is pipeline, right?” Fellay says. “How do you actually get your reps focusing on the right people, getting at bats that actually deliver results — and not just cold calls that are going nowhere because you don’t have the right data.”

Streamlined Account Scoring and Prioritization 

Spekit implemented ZoomInfo across its revenue operation, including the sales, marketing, and customer success teams. The focus was on:

• Training Reps: Ensuring reps understood how to use ZoomInfo to find prospects and enrich their account research.
• System Integration: Integrating ZoomInfo data into existing Salesforce dashboards to maintain a cohesive workflow.
• Leveraging AI Tools: Encouraging reps to use AI-driven features for more effective communication and account engagement.

Spekit’s account-scoring model is a prime example of how the right data can drive significant impact. Spekit’s advanced model combines data from various sources, including ZoomInfo, HubSpot, and web traffic data, to construct a powerful framework for evaluating and ranking accounts.

Leveraging the rich data from ZoomInfo, Spekit’s sales representatives can now efficiently score and prioritize accounts using a blend of firmographics, intent signals, and engagement metrics. This strategic integration ensures a fair and effective distribution of high-potential accounts across the sales team. 

“For example, say we have 20,000 accounts in Salesforce, and each rep is assigned a couple thousand. How do they know which ones to spend their time on? The scoring breaks it down,” says Ben Perceval, a RevOps Manager at Spekit. “ZoomInfo’s data plays a big part in telling our reps where to spend their time.”

At the same time, ZoomInfo’s high-quality data enrichment, AI-generated post-meeting summaries, and streamlined workflow automation eases the administrative load on Spekit’s sales team.

Since implementing ZoomInfo, Spekit has observed significant improvements:

1. Increased Efficiency: The account scoring model reduced the time spent on identifying high-value accounts, allowing reps to focus on meaningful engagements.
2. Higher Conversion Rates: Opportunities at higher-scoring accounts were 43% more likely to turn into qualified pipeline, and on average moved 58% faster through qualification.
3. Streamlined Processes: The integration of ZoomInfo’s features reduced context switching, saving time and enhancing productivity across the team.

Building the AI-Fueled Future

Spekit is constantly searching for new ways to drive efficiency — and the company’s use of AI tools is just one example. 

Recently, Spekit joined the early adopter program to evaluate ZoomInfo Copilot’s advanced AI-driven features. The company is eager to drive even more time savings by leveraging Copilot’s AI-powered market research and outreach automations. 

“Anything that minimizes our team’s need to switch contexts is beneficial. ZoomInfo Copilot offers a unified view, eliminating the need to navigate between systems,” Perceval says. 

The platform’s capacity to process natural language queries about accounts and automate routine tasks is also considered a key benefit. 

“The quick search filters are particularly effective, enabling searches by ‘likely to engage’ and buying groups. The most significant improvement has been the Copilot homepage, which organizes your day, showing why an account is a priority and what to mention in outreach efforts,” Perceval says.

Spekit & ZoomInfo: Driving Effective Sales Growth

Spekit is trusted by thousands of sales enablement teams, from startups all the way up to enterprises. The company’s vision of helping sellers everywhere become as efficient and effective as possible is only growing clearer, aided by AI, unparalleled data, and a focus on unlocking potential — for customers and individuals alike. 

“My background is in RevOps, so I’m all about helping reps execute with greater efficiency,” Fellay says. “ZoomInfo is a critical component that helps ensure we have the right people doing the right things on our go-to-market team, maximizing their impact every day.”