Xactly Improves Lead Quality with ZoomInfo’s Data Scoring

Xactly, a pioneer in intelligent revenue software, offers comprehensive solutions in sales planning and forecasting, driven by a commitment to enhancing sales efficiency and accuracy through advanced technology.

Founded in 2005, Xactly got its start by focusing on automating variable compensation for sales teams. Today, the company empowers customers to unlock their full revenue potential with an AI-powered platform that combines revenue intelligence and sales performance management.

Underlying Xactly’s success is an unwavering commitment to excellence in sales performance management and data-backed decision-making. And that applies to Xactly’s own operations, with everyone from leadership to front-line staff committed to continuous improvement.

Here’s how Xactly’s focus on go-to-market effectiveness led the team to partner with ZoomInfo, driving dramatically better results in account scoring and overall efficiency.

“ZoomInfo not only provided us with invaluable data, but also worked closely with us to solve our challenges. This partnership has been crucial in driving our success.”

Jennifer McAdams
Chief Marketing Officer at Xactly

Collaboration with ZoomInfo for Better Account Scoring

Chief Marketing Officer Jennifer McAdams faced a conundrum: too many of Xactly’s leads were from accounts outside the company’s ideal customer profile (ICP), causing a drain on the sales team’s valuable time.

The answer was an improved account scoring method that would ensure sellers were pursuing the right leads. But the company ran into roadblocks during its search for a data provider that could fuel the project.

That all changed when Xactly began exploring ZoomInfo, which proved to be a collaborative partner rather than just a vendor. In fact, ZoomInfo’s customer success team went above and beyond, playing a hands-on role in executing Xactly’s account scoring enhancements.

Of course, ZoomInfo’s unparalleled B2B data proved crucial to the success of the project. In addition to firmographics and technographics, ZoomInfo applied advanced intelligence to accounts, generating unique scores and data points not available from other data providers.

By combining ZoomInfo’s advanced data sets with internal customer and prospect data, Xactly was able to identify the key traits of their top customers, leading to the development of a sophisticated scoring algorithm.

“We scored about 245,000 prospect accounts, categorizing them as A, B, C, or D,” McAdams says. “As an organization, we now focus our time, money, and resources on A and B accounts.”

High-Quality Leads and Increased Wins

The new scoring system yielded impressive results. In the first quarter alone:

77% of Xactly’s marketing-qualified leads (MQLs) were from accounts that scored an A or B.
These accounts also represent 78% of opportunities and 86% of wins.

“It was a clear indicator that our algorithm was working as intended, right out of the gate. And more surprisingly, there was little to no fine-tuning needed,” McAdams says.

Continued Success and a Data-driven Future

Looking ahead, Xactly plans to further integrate ZoomInfo’s Marketing and Sales platforms to enhance alignment and focus on target accounts — a key step in driving continued innovation and market success, for Xactly and its customers.

Xactly’s AI strategy also includes a strong governance framework to ensure effective and secure use of AI tools that rely on ZoomInfo data — highlighting the importance of a trusted, top-quality data partner for any company seeking to build AI-powered solutions.

“ZoomInfo not only provided us with invaluable data, but also worked closely with us to solve our challenges,” McAdams says. “This partnership has been crucial in driving our success.”