If you work in sales, marketing ops, or data management, you know the pain: your company data in the CRM is always a little out of date. People leave jobs. Companies move. Emails bounce. If you’re tired of chasing ghosts in your database, this guide’s for you. Here’s how to use ZoomInfo OperationsOS to actually keep your company data clean—without losing your mind or wasting your budget.
Why Bother? The Real Cost of Bad Data
Let’s get this out of the way: updating company data isn’t glamorous. But ignoring it? That’s how bad calls happen, sales reps waste time, and your emails get flagged as spam. Most people wait until it’s a crisis, then scramble. You don’t have to be that person.
ZoomInfo OperationsOS gives you access to a huge database of company info, and, more importantly, tools to automate updates. But before you buy the hype, here’s the real story on what it can (and can’t) do.
Step 1: Get Your House in Order
Before you even log into ZoomInfo OperationsOS, take stock of your current company data.
- Export a current list of companies from your CRM (Salesforce, HubSpot, whatever you use).
- Identify fields you actually care about: company name, website, industry, employee count, location, etc.
- Clean up the obvious junk now—duplicates, empty names, “Test Company LLC,” etc.
Pro Tip: If your data is already a dumpster fire, don’t expect magic. Automated tools like ZoomInfo OperationsOS work best when you start with something halfway decent.
Step 2: Connect ZoomInfo OperationsOS to Your Data
Here’s where the rubber meets the road. ZoomInfo OperationsOS can connect directly with most major CRMs and data platforms. If you’ve got something more obscure, you may need to use CSV files or APIs.
Connecting to a CRM
- Go to your ZoomInfo OperationsOS dashboard.
- Find the “Integrations” or “Connections” area.
- Authenticate your CRM account. (You’ll need admin access.)
- Choose which objects you want to sync (Accounts, Companies, etc.).
Using CSV Files
- Export your company data as a CSV.
- Upload it into OperationsOS via the “Import” function.
- Map your fields to ZoomInfo’s fields.
Heads up: The field mapping process can be tedious. Take your time. If you map “Phone” to “Website,” you’ll get a mess.
Step 3: Match Your Companies to ZoomInfo’s Database
This is the core of the process: matching your companies to ZoomInfo’s master records.
- Run a “Company Match” process in OperationsOS.
- Review the matching criteria. Usually, company name and website are your best bets.
- Look at the match confidence scores. High = good. Anything below 80%? Double-check it manually.
What works: ZoomInfo’s matching is pretty strong with well-known companies. If your database is full of tiny local businesses or startups with weird names, expect mixed results.
What doesn’t: Don’t assume 100% accuracy. Company names change, websites get redirected, subsidiaries get mixed up. Always spot-check the results.
Step 4: Review and Approve Data Updates
Now you’ll see what ZoomInfo thinks your updated company data should be.
- Review the “proposed changes” screen. You’ll see side-by-side comparisons.
- Decide what you want to update: all fields, only some, or just a handful of records.
- Approve updates in bulk, or manually select them.
A Few Things to Watch Out For
- Industry codes: These are notoriously inconsistent across systems. Don’t let ZoomInfo overwrite your carefully curated industry tags unless you’re sure theirs are better.
- Company size: Employee counts can be wildly different depending on the source. Use as a general guide, not gospel.
- Addresses: If you care about HQ versus branch locations, pay attention. ZoomInfo sometimes pulls the “main” office, which isn’t always the one you want.
Ignore the hype: Automated updating is helpful, but don’t turn on “auto-approve everything” unless you want some weird surprises.
Step 5: Push Updates Back to Your CRM (or Export)
Once you’re happy with the updates:
- Hit “Sync” to push the changes back to your CRM, or
- Export the cleaned file and import it manually.
Pro Tip: Do a test run with a small sample before syncing everything. Nothing ruins a day like overwriting hundreds of records with the wrong data.
Step 6: Set Up Ongoing Monitoring
One-off cleanups are nice, but data decays fast. Here’s how to bake this into your routine:
- Schedule regular syncs (monthly or quarterly is usually enough).
- Set up alerts for data changes—like when a company’s website changes or goes out of business.
- Review “unmatched” records periodically. These are often the trickiest and most likely to cause problems later.
What works: The automation. You’ll save hours (or days) compared to manual research.
What doesn’t: Set-it-and-forget-it. You still need a human to sanity-check the process now and then.
Common Pitfalls and How to Dodge Them
- Overwriting good data with bad: Don’t assume ZoomInfo’s info is always right. If you have a reliable source, keep it.
- Field mapping errors: Double-check everything before you sync.
- Ignoring context: Company size, industry, and even company names are fluid. Use updated data as a guide, not an absolute truth.
- Thinking it’s a silver bullet: OperationsOS is powerful, but it won’t fix junky processes or team habits.
Is ZoomInfo OperationsOS Worth It?
If you’re managing a big B2B database and need to keep company info fresh, OperationsOS can save you serious time. The matching and enrichment are solid, especially for larger or public companies. For smaller, niche, or international companies, your mileage will vary.
Skip it if: - You only have a handful of records. - You mostly work with ultra-niche or early-stage companies not in ZoomInfo’s database. - You can’t get buy-in from your CRM admins (integration is half the battle).
Keep It Simple. Iterate.
Company data hygiene isn’t about perfection—it’s about preventing chaos. Start with the basics, don’t overcomplicate it, and tweak your process over time. ZoomInfo OperationsOS is a useful tool, but only if you use it thoughtfully. Take small steps, review the results, and remember: good data beats big data every time.