ZoomInfo had 80% of the Fortune 500 on their platform, but most of those accounts were spending a fraction of what they should have been. Meanwhile, the micro-SMB segment that fueled the growth years was getting harder to retain as free money dried up and startups started closing their doors. Something had to shift.

In this episode, Eddie Reynolds sits down with James Roth, CRO of ZoomInfo, to unpack how the company re-engineered its go-to-market from a 50/50 SMB-upmarket split to 70/30 upmarket, rebuilt its outbound motion from the ground up, and used AI to make the whole machine faster without adding headcount.

Expect a conversation on the financial logic behind the shift, how to think about capacity planning across segments, what signal-based prioritization actually looks like in practice, and the outbound strategies that moved conversion rates up 25 points.

[02:42] Intro and what this episode covers

[03:47] The before and after of ZoomInfo's GTM shift

[04:18] Why micro-SMB stopped working post-2021

[05:47] Under-penetrated enterprise accounts

[06:54] Lowering account loads and resourcing the upmarket

[08:31] Budget-neutral resource reallocation

[08:58] Why inbound degraded: LLM search and the end of SEO as we knew it

[10:12] The case for rebuilding outbound

[11:43] Hot vs. warm inbound and how ZoomInfo delineates

[14:21] Low-intent MQLs are really just outbound in disguise

[15:24] The perennial sales vs. marketing friction

[16:28] Deconstructing the MQL battleground

[18:07] Tie everything to revenue, not MQL counts

[19:03] Signal-based prioritization over lead source labels

[20:17] Stack-ranking signals with data, not anecdotes

[21:58] "No SDR should ever ask what should I do today"

[23:09] The cultivated list: who to call, what to say, why

[25:22] Capacity planning for inbound vs. outbound

[27:10] Land-and-expand vs. seat-based capacity models

[29:13] Bottoms-up capacity planning

[31:02] Modeling enterprise after Salesforce and ServiceNow

[31:46] How AI changed SDR capacity overnight

[33:10] Studying top reps to reverse-engineer time allocation

[35:13] Increasing talk time, decreasing everything else

[37:28] Territories, segments, and first principles

[39:08] From zip codes to in-market scoring

[41:12] TAM to in-market: the 100-to-25 filter

[42:49] Product-market fit drives territory design

[44:23] Reporting and driving adoption for outbound

[45:42] Activity is still the baseline, but refined activity

[46:31] Signal action rates and unactioned signals

[48:23] Reading from right to left: start with quota attainment

[49:44] Reverse-engineering what top reps actually do

[50:19] Activity per segment: SMB vs. enterprise volume

[51:34] Same volume, different activity upmarket

[52:13] The big deal wrap: every major deal looks the same

[54:04] GTMO: go-to-market orchestration at ZoomInfo

[54:39] "See ball, hit ball" and eliminating SDR autonomy

[56:14] AI talk tracks, signal density, and the 25-point conversion lift

[57:47] Hiring for potential instead of experience

[58:32] Where to find James Roth

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GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

How ZoomInfo Re-Engineered GTM to Shift Upmarket with James Roth

GTM Science - A show for GTM and RevOps leaders

How ZoomInfo Re-Engineered GTM to Shift Upmarket with James Roth