# Automate revenue operations from data to action

Maintain clean CRM data, automate lead routing, and trigger workflows based on buying signals and business logic with ZoomInfo Operations.

4.4/5 353 G2 Reviews

Ranked #1 in 150 G2 Reports

## Maintain clean, standardized data across systems

Automate deduplication, enrichment, and continuous verification to keep CRM and GTM records accurate and up to date.

- **Match and merge duplicates** - Automatically identify and consolidate duplicate records with customizable matching rules
- **Standardize formats** - Normalize phone numbers, company names, addresses, and field values to ensure consistency
- **Enrich missing data** - Append company and contact attributes automatically with multi-vendor enrichment and waterfall logic
- **Verify and update** - Continuously monitor and update changed information in real-time to prevent data decay

## Automate routing, assignment, and cross-system processes

Route leads, assign accounts, and trigger actions across your revenue systems using buying signals, lifecycle changes, or custom logic.

- **Intelligent lead routing** - Route inbound leads to the right rep with round-robin distribution, workflow-based territory rules, and conditional logic
- **Lead-to-account matching** - Automatically match leads to existing accounts using company hierarchies and domain intelligence
- **Cross-system orchestration** - Connect data and actions across CRM, marketing automation, sales engagement, and data warehouses

## Prioritize accounts using predictive scoring

Apply scoring models and buying signals to identify high-value opportunities. Apply 300+ firmographic, technographic, and intent attributes to rank accounts most likely to convert.

- **Predictive account scoring** using AI-powered propensity models
- **Operationalize intent data**, technographics, and contact intelligence
- **Build scoring models** aligned to your ideal customer profile

## Built for scale, security, and compliance

### Advanced data orchestration

Build multi-step workflows with conditional logic to transform, route, and enrich data across systems - no code required.

### Compliance & Governance

Built-in GDPR and CCPA compliance management with automated suppression lists, audit trails, and data restrictions. ISO 27001, 27701, and SOC 2 Type II certified for enterprise security.

### Perimeter protection

Block bad data before it enters your systems. Prevent duplicates at point of entry with validation rules and real-time data quality checks that maintain standards automatically.

## Built for revenue operations teams

- **RevOps leaders** - Access data and workflow automation to optimize territories, improve pipeline efficiency, and align sales, marketing, and customer success.

- **Marketing operations** - Match leads to accounts, score and segment based on fit and intent, and orchestrate coordinated campaigns across the buyer journey.

- **Sales operations** - Maintain CRM data quality, automate lead routing, and build workflow-based territories that support rep productivity and quota attainment.

### “Our experience with ZoomInfo has been exceptional.
The data, automation and customer service is unmatched.”
##### Sam Kolbert-Hyle
CEO, Brandlive

## Connect to your GTM systems

Use native integrations and APIs to sync data across CRM, marketing, sales, warehouse, and BI platforms.

## FAQs

#### What is ZoomInfo Operations and how does it work?
ZoomInfo Operations is a solution that automates revenue processes, from data cleaning to lead routing. It works by maintaining a clean CRM and triggering automated workflows based on real-time buying signals and business logic.

#### How does it maintain data quality?
The platform automates deduplication, continuous verification, and multi-vendor enrichment. It ensures your CRM remains accurate by normalizing formats and updating records in real-time to prevent data decay.

#### Can it automate lead routing and assignment?
Yes. It uses intelligent routing to distribute inbound leads to the right representatives using round-robin or territory rules. It also automatically matches leads to existing accounts using company domain intelligence.

#### How does predictive account scoring work?
The system applies AI-powered propensity models to rank accounts most likely to convert. It uses over 300 firmographic, technographic, and intent attributes to help teams prioritize high-value opportunities.

#### What are "Advanced Data Orchestration" capabilities?
These are no-code, multi-step workflows that allow you to transform and enrich data across different systems. You can set conditional logic to route or update data across CRM, marketing automation, and data warehouses.

#### Does the platform support security and compliance?
Yes. It features built-in GDPR and CCPA compliance management, including automated suppression lists and audit trails. The solution is ISO 27001, 27701, and SOC 2 Type II certified for enterprise-grade security.