Marketing KPIs: Working Backwards From ACV

Tal explains ZoomInfo measures marketing by ACV and pipeline influence rather than raw MQL counts.

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ZoomInfo powers the world's outbound prospecting — and gets the majority of its own new business from inbound. Tal Raz, ZoomInfo's CMO, explains the flywheel behind a $1.2B ARR go-to-market machine.

Tal is a nine-year veteran of ZoomInfo who joined as a marketing analyst and built her way to the C-suite by obsessing over funnel gaps, data quality, and campaign execution. She now leads a ~100-person global marketing team and is one of the architects behind how ZoomInfo actually goes to market — using its own platform to do it.

In this conversation, Tal explains why AI tools like ChatGPT and Gemini are doing the buyer research that used to land on your website — and what that means for inbound-dependent companies. She breaks down why most AI-powered outreach fails (it's a data problem, not an AI problem), how GTM Studio compresses a weeks-long campaign launch into hours, and what "no leaders leaders" looks like as a real operating philosophy inside a public company.

EPISODE CHAPTERS

(00:00) Intro

(01:11) Why ZoomInfo — master of outbound — relies on inbound for most new revenue

(07:18) Why AI search (ChatGPT, Gemini) is dismantling traditional SEO-driven inbound

(11:01) The execution gap: why AI-powered outreach so often gets it wrong

(15:33) GTM Studio: how to compress weeks of campaign prep into hours

(23:23) AI SDRs — real replacement for human sales reps, or just hype?

(27:42) Managing a 100-person global marketing team from Israel

(33:11) How to measure marketing by working backwards from ACV, not MQLs

(41:46) What Henry Schuck really thinks about brand marketing

(44:58) The apology billboard: turning a product failure into a campaign

(50:50) Labubu at Dreamforce: making the case for playful B2B marketing