In the B2B world, the handoff between marketing and sales often feels like passing a baton in the dark—sloppy, slow, and full of dropped opportunities. Madison Logic and ZoomInfo think they’ve found a fix.

The ABM activation leader and the go-to-market intelligence giant today announced an exclusive partnership aimed at stitching together the leakiest part of the pipeline: aligning marketing signals with sales execution.

For years, B2B marketers have juggled multiple platforms to identify buying committees, tailor campaigns, and measure attribution—while sales teams complained about bad leads or missed timing. By combining Madison Logic’s multi-channel activation with ZoomInfo’s deep contact data and AI-driven outreach, the companies say they’re creating one connected workflow from “signal to revenue.”

It’s not just about plugging data gaps. It’s about eliminating the lag. Instead of waiting weeks for marketing activity to translate into a sales conversation, ZoomInfo and Madison Logic are promising near real-time prospecting and targeting.

What’s New

The partnership is set to deliver three big advantages for joint customers:

• Advanced Audience Planning: More precise buyer targeting with enriched, shared data sets.

• Real-Time Prospecting: Engagement data that signals the right moment—and channel—to connect with decision-makers.

• Unified Media Strategies: Tighter integration of paid and owned campaigns to speed up buyer engagement.

As Keith Turco, CEO of Madison Logic, puts it: “Closing the consensus gap is one of the biggest challenges for marketers. Together with ZoomInfo, we’re delivering the intelligence needed to identify the full buying committee, engage each member with relevance, and measure true influence.”

ZoomInfo’s VP of Partnerships, Elliot Smith, adds that too many B2B teams “are still stuck trying to connect the dots between marketing activity and sales results.” His pitch: unify intent, data, and activation so companies can finally move at the speed of their buyers.

The Bigger Picture

This move taps into a larger trend across B2B tech: breaking down silos between martech and salestech. As buying committees expand and decision cycles grow more complex, platforms that can blend intelligence, activation, and attribution are increasingly the ones that win.

The rollout will happen in phases, with both companies promising deeper integration over time. If they deliver, it could help B2B teams do something they’ve long struggled with: actually work from the same playbook.

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