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How to read a deal benchmark report in GTM One

Learn what each part of a deal benchmark report means and how to use it.

Srivatsa MarthiSrivatsa MarthiPrincipal Product Manager

Learn what each part of a deal benchmark report means and how to use it.

Overview

A step that uses the Deal Insight Agent tool returns a benchmark report in its output. The report covers deal cycle speed, win rate and category spend, drawn from aggregated, anonymized deal data that companies in ZoomInfo's data network share with ZoomInfo. To add the tool to a step, see How to add deal benchmark insights to an agent team step in GTM One.

Read a report

  1. Open the agent team run and click the step that used the tool. See How to view agent team runs and results.
  2. Find the report. It is presented as the tool returned it, with tables for numbers.
  3. Read the data transparency details first: sample sizes, deal size ranges and time periods. A small sample means a weaker signal.
  4. Read each signal across all deal size ranges before you draw a conclusion. An account has one row per deal size range, so the picture can differ between a small and a large deal.
  5. Use the signals together to decide how to pursue the account.

What each signal means

Deal cycle speed is a label for how quickly the account closes deals compared with peers:

  • Fast Mover: closes much faster than peers. Compress your timeline and move quickly.
  • Leaning Fast: slightly faster than average. Use moderate urgency.
  • Leaning Slow: slightly slower than average. Expect a longer cycle and plan for it.
  • Slow Mover: closes much slower than peers. Expect a long cycle and plan for patience.

The report also gives the average days to close for each deal size range.

Win rate is how often sellers win deals with the account, next to a benchmark win rate for similar companies:

  • Above 50 percent: a strong performer. Invest heavily and prioritize it.
  • 30 to 50 percent: moderate. Pursue as usual.
  • Below 30 percent: lower likelihood. Use a light touch or re-qualify.

Category spend shows where the account puts its budget. The top two or three categories by share of spend show its focus. More than 40 percent of spend in a category suggests a strong fit for solutions in that space, which helps with cross-sell and tailoring a pitch.

About the numbers

  • Dollar amounts, such as revenue, spend and deal size, always appear as ranges (e.g., "$10M+" or "$500K-$1M"). The ranges are $0-$25K, $25K-$50K, $50K-$100K, $100K-$250K, $250K-$500K, $500K-$1M, $1M-$5M, $5M-$10M and $10M+. Exact amounts are never shown.
  • Percentages and counts, such as "86% of budget" or "52% across 12 deals", are exact.
  • A report can cover one signal only when the request asked for just that one.
  • The data is a snapshot from the data network. The report shows its time period, so check it before you rely on it.

When there is no report

  • If your organization is not enrolled in the data sharing program, the step shows only a message saying so. Ask your ZoomInfo admin to enroll.
  • If the data network holds nothing for the account, the step shows only "No benchmark data is available for this account." No estimates or industry averages are added.

See Troubleshooting deal benchmark insights in agent teams in GTM One.

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