ZoomInfo’s largest product rollout demanded a comprehensive solution that serviced multiple roles
This past May, the company debuted a new product, ZoomInfo Copilot, an extension of their data-forward platform, that uses and leverages AI to help centralize high-quality data, synthesize sales signals into custom summaries, and provide reliable insights for businesses to better understand potential customers.
The Revenue Enablement team at ZoomInfo faced the daunting task of ensuring more than 1,500 GTM team members were up and running on the various facets of selling a new, flagship product. Sellers needed to understand the product in order to effectively educate prospects of the value. The support team had to be able to train and troubleshoot the new features with ease. Account Managers and Customer Success looked to bring ZoomInfo Copilot to their customers. Not only did everyone have to change their pitching strategies and value propositions, but they had to be able to use ZoomInfo Copilot themselves.
ZoomInfo’s Senior Director of Revenue Enablement, Chris Gaito, was responsible for overseeing the enablement plan for the launch. He identified three distinct challenges throughout the process. First was the risk of cognitive overload amongst the GTM team members. Each person had to take in a ton of information, learn the product’s capabilities, and expertly maneuver new features in a short time period.
Second was the sheer complexity of implementing Copilot across the team. Since multiple different stakeholders required adequate support, it was crucial that the right information got to the right people at the right time.
ZoomInfo had to leverage multiple different technologies while establishing clear accountability standards in order to successfully roll out the program to the GTM team.
“The biggest thing that can go wrong with a rollout like this is not being able to help learners get what they need, so you’re going to be making tradeoffs as a business,” said Chris. “You’re forced to look at it through a waterfall mentality of what you can and can’t do.”
Lastly, Chris was determined to demonstrate the value of enablement by tying the rollout to specific outcomes. It’s often difficult to quantify the success of enablement to upper management, so it was important that Chris could show tangible results connected to the training required to launch ZoomInfo Copilot.
“Copilot’s implementation would have required a ton of manual work without Tangelo, it simply would have been too much to build out without you guys.”
The Solution
Thankfully, ZoomInfo had already partnered with Tangelo to handle their onboarding experience. Tangelo’s proven power and flexibility made it a no-brainer to extend their use case to create workflows tailored to the needs of equipping sellers in a product launch context.
The first major win with Tangelo was the general ease of use. Because the Tangelo platform was so user friendly, the enablement team received no negative feedback from stakeholders during the rollout of the program. “From a sales perspective,” says Chris, “when they don't bring anything up, that's when you know you hit a home run.”
The second victory involved Tangelo’s automation tools, which greatly assisted with the role complexity throughout the implementation process. ZoomInfo’s Enablement team could effectively route some content to the entire audience while tailoring other content to specific audiences on the fly. It also allowed for the team to distribute assignments and information in the order and timing that it was needed by the Field, rather than an overwhelming, all-at-once dump.
“With Tangelo, we were able to support multiple roles at scale, and we were able to do this very quickly,” said Brian. “I was able to build the program in one week, and on top of that, I maintained my responsibilities in onboarding while taking on additional Copilot tasks. The art of the possible was possible with Tangelo.”
In essence, Tangelo removed all the guesswork and headaches around the logistics of the rollout’s execution, while giving sellers a targeted view to focus on.
Finally, throughout the entire launch of Copilot, Tangelo was accruing and organizing data into one convenient location. This made it easy for Chris to highlight the successes of the enablement team and illustrate the impact of the rollout.
“We've been lucky in that our senior leadership does value the role of Enablement holistically, but it’s hard to measure success,” says Chris. “Because of Tangelo’s data collection, I can now have meaningful conversations instead of logistical ones.”
“It's what Tangelo did for us that I didn't have to worry about. It instilled a ton of confidence in our teams by telling them what was going to be expected and when it was going to be expected of them.”
Brian Christina
Platform Manager, Revenue Enablement
The Results
The rollout of ZoomInfo Copilot using Tangelo was a massive win for the company, the Revenue Enablement team, and their stakeholders. ZoomInfo exceeded their sales goals in the months following the successful launch. Their Enablement team was able to connect the dots between ZoomInfo Copilot training participation and the sellers’ ability to close the most deals on the new product. Sales leadership was able to use this data to push their sellers towards enablement content that delivered results.
The completion of the Tangelo program also exceeded expectations: “Upon launch, 78% of the organization were completing most of the program, which went well beyond what I initially forecasted.”
“Compared to other enablement tech tools, against the scale we wanted and the depth of enablement required, Tangelo is the best by far.”
Chris Gaito
Senior Director, Revenue Enablement
“Tangelo removed our worries and fears and gave us [Revenue Enablement] time to do what we do best.”
Chris was able to effectively reset expectations about Revenue Enablement’s role at ZoomInfo by connecting program participation to results. Now that Leadership views the team through a new lens, Enablement has a seat at the table and can participate in strategic conversations.
“If I can connect the sales work to completion rates—say, the sellers who haven’t been successful selling ZoomInfo Copilot have used Tangelo assets 28% less than those who have—it gives Leadership the ammunition to go and do what they innately know is true. The impact is real.”
Relieved
Manual communications, hours of report aggregation, user confusion, the risk of cognitive overload, and the many logistical obstacles of a major Enablement program rollout
Gained
Seller confidence and focus, assignment staging, ability to build knowledge sequentially, manager visibility, and stronger avenues for accountability
Made Awesome
By providing tangible data & enablement at scale, Tangelo gave ZoomInfo’s Revenue Enablement team a seat at the executive table and allowed them to have meaningful conversations about enablement efficacy, instead of logistics and completions
Scaling Success: How ZoomInfo mastered their new AI product launch and exceeded sales targets with Tangelo
Customer Stories / ZoomInfo
When ZoomInfo planned to get sellers ready to rollout ZoomInfo Copilot, their new AI enabled platform, Tangelo eliminated logistical headaches with the GTM rollout.
Use Case
Automation
Industry
Team Size
1,000-5,000
AI & Technology
Published on
October 7th, 2024
By Tangelo