How ZoomInfo Uses Substrata to Maximize Deal Velocity and Reduce Execution Risk Across High-Velocity Sales Cycles
Increase in Win Rates
Reduction in Sales Cycle Length
Increase in Quota Attainment
Enterprise Sales Leader
Analyze conversational cues to discover the tension, power dynamics, and sentiment shifts during interactions
Build perceived authority in B2B deals by analyzing and optimizing communications for trust, credibility, and impact in your emails.
Interpret behavioral patterns to deliver actionable, insights for business interactions.
ZoomInfo is a powerhouse in the go-to-market intelligence space, equipping revenue teams with the insights and automation they need to drive precision targeting, efficient outreach, and high-velocity conversions. With a median sales cycle under 30 days, ZoomInfo thrives on operational tempo and data-driven execution.
“Substrata is addressing the seminal challenge of generating real-time insights through each sales funnel stage. To me, it closes the loop between conversational tracking and actually knowing about it, winning more deals, shortening cycle times, and streamlining my coaching process to my team members.”
To fill this gap, ZoomInfo deployed Substrata to sit natively across reps’ email, call recordings, and meeting transcripts—analyzing response dynamics, power structures, alignment patterns, and engagement volatility.
By layering Substrata’s insights into their fast-paced pipeline reviews and deal coaching, ZoomInfo sales leadership began surfacing:
With Substrata, ZoomInfo unlocked a new layer of deal intelligence—one not captured in CRM fields or intent data dashboards. The platform became a critical overlay for frontline managers conducting 1:1s, deal reviews, and forecasting.
Substrata enabled front-line managers to identify high-risk deals earlier—even when the deal metrics looked healthy. In Q1 alone, ZoomInfo flagged over 120 pipeline opportunities as “emotionally at risk,” with nearly half confirming internal deal friction.
Substrata helps Accenture deliver on its promise of 360° value by ensuring its client-facing teams remain aligned with the right people, at the right time, with the right message, even when internal signals are subtle or even contradictory.
“For the first time, I can now understand how prospects are reacting to my proposals or updates, and change my approach accordingly.”
Substrata is now being leveraged across several industry verticals, including Health & Public Service, Financial Services, and Products.
