t Based t elopmen The role of data T v oun c c art 8 A f in profile-building PThe WHAoSales De Not all the insight in an account profile has to be hand- assembled. In fact, most companies use some form of sales intelligence solution, integrating new data sources to accelerate the process and add detail. There are also dozens of useful tools to help with this, including but not limited to Mattermark, Owler, InsideView, DiscoverOrg, Compile, RainKing, DataFox, Avention, and Hoovers. (See Technology and Tools section on Page 127 for more.) Marketing interactions are another important source of account data: knowing what web pages, emails and content the account has interacted with will help steer your team towards new opportunities and better conversations. Integrating your marketing automation with your CRM system makes it easy to pull this kind of data into your profiles. 56