Today’s organizations already understand that data is key to growing and staying competitive. The question is in approach: what data to target and how it can best be applied to drive tangible outcomes.

Enter Capital One Financial Corp., which has crafted a data-driven go-to-market approach by democratizing B2B data internally.

“For our commercial bankers, it’s a relationship business — they have to know a lot about the company,” said Andy Ruffles (pictured, left), director of sales operations and strategy at Capital One. “My job is to bring the information to our sales teams as easily as possible. I’m not working with technology — they’re not all tech people, so I have to make it simple. [The] delivery method has to be something that’ll meet them where they are. We’ve had a long journey with ZoomInfo … Our journey started with a very simple use case that led us to a much more streamlined and collaborative place we are today.”

Ruffles and Amit Rai (right), senior vice president of the OperationsOS business, solutions consulting and data services at ZoomInfo Technologies LLC, spoke with industry analyst Dave Vellante and Lisa Martin at Snowflake Summit, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed Capital One leveraging Zoominfo as its go-to-market engine. (* Disclosure below.)

End-to-end market intelligence

Business data is Zoominfo’s bread and butter. And it extends that know-how by fueling analytics, firmographics, technographics and predictive modeling for data-reliant organizations such as Capital One, according to Rai.

“We are [the] world’s largest B2B commercial data provider when it comes to sales and marketing,” Rai explained. “The reason we are here at Snowflake is because folks like Andy, who are more on the data analytics side, they are actually using ZoomInfo, all the company data, contact data that we have gathered over the last two decades. It goes directly inside Snowflake, and then they’re able to do predictive modeling, and that’s what acts as a data foundation for the modern go-to-market engine.”

One specific area in which Capital One has found success is market intent. Using Zoominfo’s large data repository, Capital One now has a consolidated data repository for its internal relationship managers on potential market prospects, according to Ruffles.

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of Snowflake Summit:

(* Disclosure: Snowflake Inc. and ZoomInfo Technologies LLC sponsored this segment of theCUBE. Neither Snowflake and ZoomInfo Technologies nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE