Automate your data management to create and maintain engagement-ready data with ZoomInfo Operations.
Product Category
Data Management
Product Subcategory
AI Functions
Machine learning matching for lead to account mapping and duplicate detection across objects
AI assisted standardization and normalization for names, addresses, titles, and firmographic fields
Intelligent enrichment that scores and fills gaps from ZoomInfo and partner sources
Rules driven routing that uses match confidence, territory logic, and scoring to assign records in real time
Product Core Functions
ZoomInfo Operations unifies go to market data quality and movement so RevOps teams can trust records and route them fast. The platform connects to systems like Salesforce, HubSpot, and marketing automation tools to cleanse new and historical data. It detects and merges duplicates across leads, contacts, accounts, and custom objects, applies normalization standards, and enriches fields from ZoomInfo’s database and connectors.
Lead to account matching ties people and inbound forms to the correct company, which prevents orphan leads and enables account based routing. Segmentation and rules engines let operators score, route, and convert records automatically, including round robin or territory assignment with fallbacks for incomplete data.
Operations supports both real time prevention at creation and scheduled batch jobs for backfills. Data stewardship views surface exceptions and conflicts so admins can approve merges, set survivorship logic, or tune matching thresholds without code. Prebuilt workflows cover common motions such as web form standardization, MAP to CRM sync, list import hygiene, and partner data exchange.
Dashboards track match rates, enrichment coverage, and routing throughput so teams can quantify data health and pipeline speed. With connectors to major CRMs, MAPs, and warehouses, Operations becomes the control plane for acquisition, hygiene, and delivery of engagement ready data to sales and marketing.
Key Features
Cross object deduplication and survivorship rules
Lead to account matching with account hierarchy awareness
Field normalization and standardization libraries
Enrichment from ZoomInfo and third party data sources
Real time prevention plus batch cleanse jobs
Rules based routing and assignment with audit trails
Segmentation and list processing for imports and campaigns
Native integrations for Salesforce, HubSpot, Marketo, Eloqua, and more
Ease Of Use
Setup: A RevOps admin connects the CRM and MAP, runs a read only health scan, configures a sandbox dedupe test, and selects default survivorship rules. Same day value is realistic.
Daily workflow: Ops teams monitor exception queues, approve merges, review enrichment and match coverage, and adjust routing rules as campaigns change. Sales benefits from cleaner ownership and faster assignments.
Team onboarding: CRM admins and marketing ops learn role based consoles quickly with starter policies for prevention, enrichment, and routing. A short walkthrough gets each role comfortable.
Tool integration: Turn on native connectors for Salesforce or HubSpot, sync MAP fields, and validate one web form to routed lead and one list import to cleansed records. A couple of hours and you are operational.
Admin demand: Moderate for a data owner. Periodic rule tuning, stewardship reviews, routing audits, and dashboard checks keep hygiene and throughput high.
Use Cases
Mid market and enterprise RevOps teams standardizing data across CRM and MAP
B2B companies running account based motions that require accurate lead to account mapping
High volume inbound teams that need duplicate prevention and fast territory routing
SaaS and technology firms enriching records from ZoomInfo and partner sources
Agencies and systems integrators that manage CRM hygiene for multiple clients