Edition #1

Workbooks Early Access

Executive Summary

We have 45 users from internal ZoomInfo teams (Sales, Marketing, and RevOps) actively using GTM Studio.

We've recently improved our Workbooks performance significantly. Creating a workbook is now 122% faster. More performance improvements along the way!

Read on to discover usage patterns, key challenges, and our roadmap for addressing critical gaps in CRM integration and data sources.

Quick Roadmap Preview

NOW

✅ Recently Shipped

  • • Performance boost (122% faster)
  • • CSV import improvements
  • • Refresh automation
  • • Backend migration
Q2 2025

🚫 Beyond Demo

• Data Agent Usability Improvements
• Picklist value support for CRM data
Q3 2025

🚀 End-to-end Plays

🔧 Unblock CRM data in Workbooks
Lookup data, boolean logic, custom fields
🤖 Agentic Enrichment
Semantic search across engagement data
📁 Workbook Foundational Improvements
Filtering, templates, cross object references, queueing Run column jobs
📊 Expand Global Data Sources
Raw signals for Enrichment, Snowflake as a Source
GA Launch

🧠 Enhanced Intelligence

👥 Social & Market Intelligence
LinkedIn profile data, job postings, G2 reviews
🎯 Advanced Activation
CoPilot integration for front line execution
🤖 Agentic Actions
Autonomous data operations (agentic enrichment and workbook canvas experience)

What's Happening

Number of Workbooks Created in 2 weeks
0 19 38 48 61 70

Strong adoption curve showing 70 workbooks created in just 2 weeks

Usage by Team (Records imported into Workbook)
600K
Rev Ops
400K
R&G
150K
Marketing
60K
ZI Labs
40K
New Business
Sources used to create Workbook
ZOOMINFO: 44%
CRM: 33%
CSV: 23%

What did we learn?

Based on early feedback from 45 power users, we've identified four primary use cases:

🌱 Grow Existing Business

Account expansion, upsell opportunities, and usage-based growth strategies

Key Use Cases:

  • Prioritizing accounts with high propensity to buy
  • Identifying upsell based on product usage capacity
  • Targeting newly hired executives at customer accounts

How They're Using Workbooks

Typical Workflow:
1. Pull existing customer data from CRM
2. Add additional CRM fields through enrichment
3. Enrich with ZoomInfo signals
4. Apply AI for account insights & next best actions

Example Questions asked in Data Agent

  • "What is the next best action for an account manager to upsell or cross sell this account?"
  • "Add a new column for renewal or churn reason. If stage = closed won, populate a won reason, if closed lost, populate churn reason. "
  • "Which of these companies have bought sales licenses in the last 6 months? and explain how you know they bought licenses recently?"

🚨 Critical Data Gap

Incomplete CRM data integration. Users cannot fully replicate their workflows without access to the specific data they use daily. The integration must support all the custom fields, objects, and naming conventions the sales team relies on to build trusted target lists.

🎯 Customer Acquisition

Net new logos, competitive displacement, and targeted prospecting

Key Use Cases:

  • Competitive displacement campaign
  • Automated new-hire targeting for buying committees
  • Identifying Prospects Based on Growth or Risk Signals

How They're Using Workbooks

Typical Workflow:
1. Search ZoomInfo with specific criteria
2. Add firmographic and technographic fields
3. Apply filters for ICP matching
4. Use AI to qualify and prioritize accounts

Example Questions asked in Data Agent

  • "Are they hiring for sales and/or SDR roles? If so, which ones and pull in anything relevant"
  • "Based on all available company information, which personas at this company should I reach out to?"
  • "How B2B focused is this company? Describe their B2B offerings"

🚨 Critical Data Gap

Missing real-time market signals. Users need access to job postings, G2 reviews, earnings call transcripts, and competitive intelligence to identify high-propensity prospects.

⚡ New Business Acceleration

Deal progression, multi-threading, and pipeline velocity

Key Use Cases:

  • AI-driven deal progression insights
  • Champion tracking across accounts
  • Multi-threading gap analysis

How They're Using Workbooks

Typical Workflow:
1. Pull open opportunities from CRM
2. Match contacts from ZoomInfo
3. Add engagement and activity data
4. Use AI to surface risks and next steps

Example Questions asked in Data Agent

  • "Review all conversations and flag if any security topics are discussed"
  • "Create a field that counts the number of external people involved in the sales cycle"
  • "Based on engagement data, what should I focus on in my next call?"

🚨 Critical Data Gap

No access to deal activity data. Users need conversation transcripts, email engagement metrics, and multi-threading signals to identify deal risks and accelerate velocity.

🛡️ Retain Existing Business

Churn prevention, risk mitigation, and renewal optimization

Key Use Cases:

  • Competitive risk scoring with G2 signals
  • Usage-based churn prediction
  • Flagging unengaged decision-makers in deals

How They're Using Workbooks

Typical Workflow:
1. Pull renewal opportunities from CRM
2. Add usage and engagement metrics
3. Enrich with competitive signals
4. Use AI to predict churn risk and recommend actions

Example Questions asked in Data Agent

  • "Add a new column for renewal or churn reason based on all available data"
  • "Flag any conversation where security or integration concerns have come up"
  • "Look at past interactions, identify reasons the company didn't move forward"

🚨 Critical Data Gap

Missing historical win/loss data. Users need conversation history, support ticket analysis, and product usage trends to accurately predict and prevent churn.

📊 View all 32 use cases submitted by users →

🤖 Deep Dive: How Users Are Pushing AI Boundaries

We analyzed every Data Agent query from early access users and discovered 7 sophisticated usage patterns that go far beyond basic questions—from complex scoring models to churn prediction strategies.

Explore the AI Data Agent Analysis →

What We're Fixing Next

You've been telling us what's broken. We listened. Here's what we're fixing first:

🚫 Your CRM Fields Aren't Working

Shipping Q3 2025

"I know there's more fields in our CRM... why is nothing working?"

— Tory Speer

We know. Your CRM has custom fields we're not showing you. That's ridiculous and we're fixing it. By Q3, you'll see all your CRM fields, search by manager hierarchy, and create workbooks without the headache.

  • Adding: Account Owners showing actual names instead of IDs
  • Adding: Search and filter by Manager hierarchy
  • Adding: All your custom fields with proper mapping
  • Adding: Simplified workbook creation from CRM data (UX)

📊 You Need More Than CoPilot Insights

Shipping Q4 2025

Right now, our signals only come from CoPilot. That's like prospecting with one eye closed. You need the full intelligence picture to hit quota.

  • Adding: Intent Signals - Real-time research activity and buying topics
  • Adding: G2 Reviews - What they're saying about your competitors
  • Adding: Job Postings - Hiring patterns that signal growth and budget
  • Adding: Call Intelligence - Gong/Chorus insights from your conversations

🤖 Data Agent Can't Answer Your Questions

Shipping Q3 2025

"Review recent conversations and create a narrative that highlights the key areas the client isn't getting value. Include a suggested approach to resolve these issues."

— Can't access your call transcripts yet

"Go find information from their recent earnings calls and transcripts and give me insights into their B2B performance, challenges, and plans."

— Limited to basic web search right now

You're asking Data Agent to do sophisticated research and analysis it can't handle yet. We're building an advanced research engine that can analyze earnings calls, SEC filings, call transcripts and synthesize insights across multiple data sources.

📁 Workbooks Are Missing Basic Features

Shipping Q3 2025

"I can't seem to go back into a workbook now and edit"

— Rob Lotterman

"This is a nightmare... no organization of workbooks"

— Rob Lotterman

Rob's right. We launched Workbooks without features you'd expect from any decent tool. That's on us. Here's what we're adding:

  • Edit Mode: Go back and modify existing workbooks
  • Folders: Organize workbooks by campaign, territory, or whatever makes sense
  • Templates: Pre-built columns for ABM, prospecting, renewal campaigns
  • Better Management: Search, filter, and find your workbooks quickly

What Users Are Saying

"This is a nightmare... no organization of workbooks. Uninspiring landing page."
— Rob Lotterman
"Natural language function builder works extremely well"
— Brandon Tucker
"References should open in new tab - right now they just open right in the same window"
— Henry Schuck
"The fact that it took me forever to figure out how to get the workbook name to save"
— Rob Lotterman
"It truly is a time saver"
— Brandon Tucker
"I can't seem to go back into a workbook now and edit"
— Rob Lotterman
"Very nice that you can then run columns only on filtered rows"
— Brandon Tucker
"I know there's more fields in our CRM... why is nothing working?"
— Tory Speer
"I haven't even gotten around to the AI stuff yet"
— Tory Speer
"Kind of a pain to scroll through the columns in the drop down"
— Brandon Tucker
"I don't even want to try to figure that out now given all the opp and account fields"
— Brandon Tucker
"Starting with ZI contacts then pulling in CRM values was a hard before"
— Brandon Tucker
"Does selecting rows do anything?"
— Brandon Tucker
"Having to type them out in filters, it takes a while. It also leads to human error"
— Ryan Smith

📋 Read the complete feedback synthesis from early users →

Complete Quarterly Roadmap

Here's everything we're building across Q2, Q3, and GA Launch. Click each section to explore the details.

Q2 2025: Beyond Demo

2 key features to support early access users

▼

Q3 2025: End-to-end Plays

30+ features across CRM, Workbooks, Data Sources, and AI

▼

GA Launch: Enhanced Intelligence

6 features focused on social data and autonomous research

▼

📋 Have feedback on these priorities? We're always listening to user input.

Sprint Progress: What We've Shipped

While planning for the future, we've been actively shipping improvements. Here's what we delivered in the last 2 sprints:

Workbooks Ingestion Performance Improvement
18k
per minute
BEFORE
→
40k
per minute
NOW
+122%
FASTER
🚀

Features & Capabilities

  • ✓ Backend migration to federated search v2: Unblocks us to support multi-group filtering for workbooks & CRM import
  • ✓ CSV import flow improvements: Better auto-mapping & auto data type selection by providing AI with sample data from CSV (first 10 rows)
  • ✓ Refresh Automation: Fully functioning scheduled imports & enrichment for data refresh in Workbooks
  • ⏳ Coming soon: New data types (picklist, currency) & queued Run Column jobs
🔧

Foundation & Quality

  • ✓ Legacy code cleanup
  • ✓ Refactored polling mechanisms on UI
  • ✓ Improved handling of hidden columns

Thank you for your incredible partnership. Together, we're building something special.

— The GTM Studio Product Team

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