ResellerRatings Cuts Time Spent on Non-Selling Work by 90% with ZoomInfo

Key Terms

crm technical

Customer relationship management (CRM) is the set of tools, practices and software companies use to track and manage interactions with customers and potential customers, like an organized digital address book combined with a sales coach. It matters to investors because effective CRM systems can boost sales, improve customer retention and lower marketing costs, which directly affects revenue growth and profit margins — key drivers of a company’s value.

lead scoring technical

A method for ranking potential customers by how likely they are to buy, using signals like behavior, demographics and engagement. Think of it as a hiring short-list or a grocery cashier who moves faster for customers with full baskets: it helps a company focus sales effort on the highest-probability prospects, which can lower customer acquisition costs, speed revenue growth and make future sales and marketing performance more predictable for investors.

system of record technical

A system of record is the official place where an organization keeps the authoritative copy of its critical information—like ownership, transactions, patient files, or compliance records—used for reporting and legal purposes. Investors care because this single trusted source feeds financial statements and regulatory filings; if it’s inaccurate or missing, the company can face reporting errors, fines, operational disruption, and damage to credibility—much like a business keeping a single master ledger.

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The user-generated content company automated its lead entry, scoring, and routing, freeing a lean go-to-market team to spend its hours closing deals instead of copying records into the CRM one by one.

VANCOUVER, Wash.--(BUSINESS WIRE)-- ZoomInfo (NASDAQ: GTM), the all-in-one AI GTM platform, has reported that ResellerRatings, a user-generated content company serving more than 3,500 retail brands, has cut the time its team spends on non-selling activities by 90%, according to the company.

ResellerRatings helps retail brands turn customer reviews and ratings into trust and sales. Its go-to-market team runs lean, what the company calls small but mighty. For a team that size, how it spends its hours is the whole game. And too many of those hours were going to manual work.

Reps were searching the web for prospects and loading them into the CRM one record at a time. It was not an effective workflow, according to the company. Every hour a rep spent copying a lead into the system was an hour not spent selling. New hires felt it too. Bringing a business development rep or customer success manager up to speed took months. For a team built to do more with less, manual prospecting quietly capped how much it could do.

The fix was to stop entering data by hand and let it flow instead. ResellerRatings fed verified company and contact data directly into its HubSpot CRM, so records arrived standardized rather than typed in one at a time. Buying signals showed which companies were already researching relevant topics, so the team could work the accounts in market. Lead scoring and routing ran automatically, sending the right lead to the right rep without manual triage. The company says the integration turned its CRM from a system of record into what it calls a system of insight.

The numbers followed the shift off manual work. ResellerRatings reports a 90% reduction in time spent on non-selling activities, which freed its sales team to focus on making connections and closing. Nineteen percent of the company's closed-won business now traces directly to ZoomInfo. New business development reps and customer success managers ramp in days rather than months, according to the company.

The through-line is not headcount. It is a lean team pointed at the work that closes revenue. ResellerRatings did not get bigger to do more. It automated the busywork and kept ZoomInfo at the center of how it does more with less. Small but mighty, in the company's own words.

About ZoomInfo

ZoomInfo (NASDAQ: GTM), the all-in-one AI GTM platform, enables sales, marketing, and customer success teams to execute their go-to-market strategy with confidence. Powered by the industry's most comprehensive B2B data, including more than 100 million companies, 500 million contacts, and billions of signals, ZoomInfo delivers the intelligence, automation, and integrations that modern revenue teams need to identify, engage, and convert their best buyers.

Learn more at zoominfo.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260811604790/en/

Media contact:
Public Relations Team
ZoomInfo
PR@zoominfo.com

Source: ZoomInfo