How to Access the Whole Buying Committee Using Enrichment

It’s the last day of the month, things are looking a little hectic, and you need a few moments to regroup before launching into your next call. 

If you want a distraction that will still boost your GTM skills, I am happy to provide. 

Here’s what we’ve got this week, made special just for you: 

• Using data enrichment to get the full picture of a  buying committee
• What makes GTM teams great, according to our followers
• The buzz about ZoomInfo on social 

3 Ways Data Enrichment Builds a View of Buying Committees

Data enrichment is the key to unlocking access to the full account. One contact is just the starting point. To get deals across the finish line, you need the full picture of everyone involved in making decisions: influencers, decision-makers, and blockers.

Most CRMs become a patchwork of inaccurate or incomplete data, leaving major gaps. The result: the sales cycle gets longer, and the likelihood of closing a deal shrinks.

But with full buying committee data baked into your workflows, GTM teams can bypass the guesswork to target smarter and close faster. 

Here’s how:

1. Identify the Complete Buying Committee

Without rich data to work with, you’re just guessing: One contact. One angle. Outdated intel. 

It’s a dead end. 

That means: 

• Wasted time
• Inaccurate messaging
• Missed opportunities to speak to pressing customer challenges

Use enrichment to flesh out your account profiles with full buying committees instead of isolated contacts. These tools automatically identify who’s involved and keep you updated in real time: 

• When a key contact switches companies, enrichment tools update their profile and alert the team 
• Simultaneously, a replacement contact at their previous company is added automatically, ideally with equal or greater authority
• The system also identifies new decision-makers at the contact’s new company, helping your team expand influence quickly 

Your CRM stays fresh, and your strategy stays sharp. 

2. Turn One Lead Into a Full-Funnel Play 

Don’t toss low-level leads. Enrich them and get access to the full buying group so you can get in touch with every role that matters.  

If Sarah, an entry-level analyst at BigCorp, enters your funnel, enrichment tools like Zoominfo can map the rest of her buying committee — CTO, procurement, end users, department heads — and add those profiles to your CRM automatically. 

From there, your messaging can hit every role, not just one inbox. And you didn’t have to toss out a lead at a strong-fit account just because they don’t have decision-making power. 

3. Keep Buying Group Data Fresh, Automatically

People move. Priorities shift. Revenue teams lose momentum when they rely on stale data.

Automated enrichment keeps profiles up-to-date with alerts for key intel:

• Set alerts for trigger events like leadership changes, funding rounds, or product launches
• Automatically refresh profiles when someone changes roles or companies
• Partner with third-party data providers for deeper insights
• Enrich records in real time as sellers interact with them 

Using enrichment keeps your GTM aligned and proactive without the manual effort. 

Turn Data from Static to Strategic

Stop letting bad data block your deals. Data enrichment is more than nice-to-have. It’s the foundation of modern go-to-market. 

Use data enrichment to get full-funnel visibility, complete committee context, and a faster path to revenue.

Survey Says…What Makes The Best GTM Teams Great

We asked, you answered.

Our LinkedIn audience represents over 200,000 go-to-market professionals. We regularly survey them to get a pulse on selling strategies, purchasing behaviors, and general thoughts on all things tech.

Recently, we asked you what sets the best go-to-market (GTM) teams from the rest of the pack. 

Here’s how it went: 

Clean, accurate data took the lead with 36%. Tied in second (at 24%) are two things that only work if your data’s in good shape: acting fast on buying signals and sales, and getting sales and marketing in sync. 

It makes sense that clean, accurate data comes in first. Everything in GTM — from prospecting and forecasting to scaling and using AI — hinges on you having the right data in hand. 

Bad data creeps in fast, especially when it’s scattered across CRMs, spreadsheets, call transcripts, and outreach platforms. 

Here’s where it goes off the rails — and how the best GTM teams fix it. 

• Missing fields (phone, revenue, etc. ) → run auto-enrichment to catch and fix
• Outdated info (titles, M&A, etc.) → Set auto-refresh/enrichment rules
• Wrong data in wrong fields → Use validation + field mapping checks 
• Inconsistent formatting → Standardize via import settings or APIs

You’ll never have consistently perfect data, but you can build a system that keeps improving. Start here: 

• Define your “source of truth.” CRM? Data warehouse? Pick one and align around it. 
• Connect your tools. Make sure platforms like Chorus, Outreach, and Salesforce sync cleanly. 
• Automate enrichment. Don’t depend on manual fixes. 

Better data = better automation = better customer experience. Period. 

Mailbag

This one’s for our #1 ZoomInfo fans! Want to be featured? Post about ZoomInfo on social and be sure to tag us.

Chris, game recognizes game. Thank you for the shout-out!

So Carson, how many people took you up on the offer to find them in ZoomInfo?   

Sam has solid system for using intent ✅

Thanks for reading!

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