ZoomInfoZoomInfo Labs

ZoomInfo Labs draws on ZoomInfo's proprietary B2B data, which the company states covers 500 million contacts and processes more than 1.5 billion data points each day, giving advisors signal and enrichment assets that standalone consultancies must license separately. The practice was formed from the acquisition of Dogpatch Advisors and is led by executives with enterprise revenue-operations experience.

Because Labs embeds within the same vendor that supplies the underlying platform, recommendations translate directly into product configuration across CRM enrichment, intent signals, and workflow tooling. ZoomInfo markets the team as designing custom plays one-on-one with business leaders, and its advisory track explicitly spans data strategy, AI tooling architecture, and play execution in a single engagement.

ZoomInfo Labs is advisory-first and scoped to the ZoomInfo platform, so engagements assume or expand adoption of ZoomInfo technology rather than remaining vendor-neutral. Demandbase and 6sense pair strategy with broader hands-on delivery, including campaign execution, creative services, and managed services, which may suit buyers seeking end-to-end implementation.

Unlike Demandbase, which publishes Guided, Premier, and Strategic support tiers, or Factors.AI, which sells GTM engineering services as an add-on at every plan level, ZoomInfo Labs does not publish service tiers or pricing. Prospective buyers must contact sales to scope an engagement, making cost and deliverable comparison harder than with rivals that disclose packaging.

ZoomInfo Labs launched on June 14, 2022 as a dedicated advisory team within ZoomInfo. It was created from ZoomInfo's April 2022 acquisition of Dogpatch Advisors, a San Francisco sales advisory consultancy, and was rebranded from that firm into the Labs practice.

Ben Salzman, Dogpatch's chief executive, led ZoomInfo Labs and later served as executive vice president of ZI Labs and GTM innovation. The launch framed Labs as a way to help customers apply ZoomInfo's RevOS data, insights, software, and integrations to custom revenue plays.

Demand for go-to-market engineering and advisory work is expanding as B2B teams face rising acquisition costs and pressure to grow without proportional headcount. ZoomInfo's own data shows GTM-engineering hiring roughly doubled year over year for two years, with more than 3,000 postings recorded in January 2026.

ZoomInfo's 2026 outlook argues that data unification and AI-native execution will define winning revenue teams, while AI budget scrutiny shifts from experimentation toward proven return. Advisory offerings that connect data strategy to workflow execution are positioned to benefit as companies consolidate tooling and reinvest in strategic outbound.

ZoomInfo does not publish pricing for ZoomInfo Labs; the offering is quoted through sales consultation, consistent with ZoomInfo's broader credit- and license-based subscription model across its product tiers. Buyers contact the Labs team to scope an engagement rather than selecting a listed package.

By contrast, competitors publish more visible service structures: Demandbase sells Guided, Premier, and Strategic professional-services tiers, and Factors.AI offers GTM engineering as an add-on at all plan levels. Published market rates for independent GTM engineering agencies range from roughly $3,000 to $15,000 per month on retainer, with projects from $5,000 upward.

ZoomInfo Labs is a professional-services offering from ZoomInfo that pairs customer teams with dedicated go-to-market advisors to design data-driven revenue strategies. It sits under ZoomInfo's Professional Services group and combines advisory, data strategy, and workflow design rather than selling software alone.

Engagements center on three tracks: turning first- and third-party data into company-specific insights, architecting AI-enabled go-to-market operations, and scaling personalized playbooks across channels. Advisors help define custom data attributes, build ideal-customer and total-addressable-market models, and automate enrichment and pipeline workflows.