Jason Zintak explains how AI makes sales smarter and more measurable

Sales teams are always eager to discover new data.

The challenge is not in discovering data, but in extracting meaningful insights. This awareness calls for a paradigm shift: filtering noise with technology.

When competition is fierce and customer expectations soar, adopting new technologies is essential to staying ahead and unlocking true potential. But using technology to deliver a personalized shopping experience is something many businesses have yet to master.

According to Jason Zintak, one of today's biggest challenges in B2B marketing (B2B marketing) is the inefficient use of new technologies, data and information. This leads to missed opportunities, wasted resources, and poor decision making.

Former CRO of Responsys and later CEO of Platfora, Jason Zintak is now CEO of 6sense, an ABM platform that transforms the B2B buying and selling experience through AI, big data and intelligence. machine learning. He has over 20 years of experience scaling marketing and sales organizations at growth-stage B2B software companies.

In the latest episode of GTM Innovators, G2 Chief Revenue Officer Mike Weir sat down with Jason to discuss how sales and marketing teams can take the guesswork out and make sense of the data to make their GTM strategy more targeted and effective.

Sing to the same score

It comes up time and time again: Sales and marketing alignment is key to improving business performance and increasing revenue. Jason highlights this when talking about the importance of sales and marketing teams operating from a mutual playbook – or, as he likes to say, “singing to the same sheet music” – and how data is at the heart of this initiative.< /p>

Sales and marketing historically tracks success metrics, where sales is all about close rates and marketing is about qualified leads (MQLs). Ultimately, every business wants to know if their sales and marketing efforts are having a real impact.

According to Jason, this is where technology creates alignment by bridging the data gap. Integrating technology and data breaks down sales and marketing silos, facilitates better communication, and gives teams insight into each other's daily workflow.

“We can finally work from one set of data and create a cohesive plan with sales and marketing to achieve the same annual goals,” says Jason. "Many technologies help companies measure the effectiveness of their actions and share insights on how to proceed."

It further explains how GTM teams can leverage AI, Big Data, and Machine Learning to combine data from different sources and create the ultimate data lake. Centralizing data and information through technology allows businesses to filter out irrelevant components, making it easier for sales and marketing to work toward the same targets.

In a time when teams need to do more with less, a data-driven approach to B2B sales and marketing can direct you to in-market accounts, eliminating the cost of missed opportunities.

"AI doesn't do the work for you. It just makes human efforts more meaningful, productive, and focused."

Jason Zintak, CEO of 6sense Silos to synchronized success

Although a lot of data is accessible today, it is common for GTM teams to underuse it. Sales will have a long list of buyers, but not necessarily the most likely to buy. And marketing teams can't tell what works and what doesn't.

Jason shares that moving towards sales and marketing alignment requires collaboration. GTM teams should identify their Total Addressable Market (TAM) and Ideal Customer Profile (ICP) within that TAM. "Everything we could measure around our TAM is there," he says.

But data is often siloed within the company, making it difficult for sales and marketing to work together. Moreover, the data is usually formatted with complexity, which makes it difficult to use. These ...