DiscoverOrg Expanded Content

DiscoverOrg now displays 22,000 global family trees to the subsidiary level.

DiscoverOrg, which has long emphasized technographics and contacts, expanded its company intelligence with the addition of global corporate hierarchies and private equity / venture capital funding intelligence.  DiscoverOrg also expanded its contact / biographic coverage with detailed work histories, educational profiles, and North American mobile phones and personal emails.

“The traditional playbooks for B2B prospecting and corporate recruiting don’t work anymore.  Today’s buyers and hires expect highly personalized outreach at the right time that cuts through the mass-produced noise we’re all inundated with. The additional data we are now delivering make it even easier for our customers to craft the right message and engage where and when they are most likely to get a response.”


DiscoverOrg CEO Henry Schuck

Family trees are color coded and available for 22,000 global companies along with their divisions and subsidiaries.  Tree nodes may be expanded and collapsed, allowing sales reps to customize their view.  Users may link to major subsidiaries that are also contained within the DiscoverOrg company universe while non-covered subsidiaries are grayed out.  Tree nodes include logo, location, and ownership type.

DiscoverOrg has long offered org charts highlighting contact reporting structures, but family trees have been a gap in their service until now.

Funding data includes total funding and round details such as amounts, dates, and investors.

DiscoverOrg did not disclose the sources of their new data sets beyond saying they were licensed from “leading third-party data providers.”  The new content was verified by their 250 editors and DiscoverOrg’s automated verification processes prior to being presented to clients.

DiscoverOrg continues its rapid content build out with 4.3 million human-verified contacts across 160,000 top global companies.  Additional functionality around the family trees is planned for the next three months.  The firm also expects to add funding data screening to their build-a-list functionality.

“Our biggest differentiator is our ability to bring together proprietary technology,automated tools, and integrations that gather data – plus a layer of human verification to ensure its accuracy.”


Katie Bullard, DiscoverOrg President.

DiscoverOrg confirmed that they are on target for their $160M end of year ARR.

DiscoverOrg Releases Operations Dataset

The Operations Dataset includes headshots, bios, responsibilities, org charts, emails, direct dials, and social links.
The Operations Dataset includes headshots, bios, responsibilities, org charts, emails, direct dials, exec changes, and social links.

DiscoverOrg continues to build out its functional datasets to assist firms in targeting specific departments.  The newest dataset, Operations, joins functional coverage of IT, Product Management (TEDD), Sales, Marketing, HR, and Legal/Compliance.  The Legal/Compliance dataset was released in January.

The new dataset covers 250,000 operations professionals and is divided into twelve sub-functions: Operations (including COOs), Customer Service, Supply Chain, Facilities Management, Logistics, Corporate Strategy, Office/Store Management, Safety, Real Estate, Physical Security, Quality Management, and Construction.

“Operations teams are rapidly transforming; in response, there has been an explosion in technology and service providers serving their needs,” said DiscoverOrg CEO Henry Schuck. “Our new operations dataset makes it easy for these companies to find and connect to the right decision-maker, nail their pitch, and save hours of grind.”

DiscoverOrg projects that operations will be the next function transformed by technology.  “Operations, which has historically have had to rely on trickle-down budget from IT or other departments, now has a budget of its own,” said Justin Stanley, VP of Data and Research at DiscoverOrg.  “Historically, sales to the operations function has been based on long-standing vendor relationships, making it difficult for startups, newcomers, and disruptors to get a piece of the pie. The democratization of data has made it much easier to contact buyers directly (if you can find them) – and beat out older incumbent vendors.”

Furthermore, the budget is “huge” and includes “smart” buildings, security, infrastructure, transportation, insurance, planning, and facilities management.

Stanley noted that operations buyers are focused on efficiency, digitization, automation, and efficiency. They also have a significant role in purchasing and implementing the Internet of Things (IoT) at their facilities.  Forbes sized process automation and digitization at $157 billion in 2016 growing to $457 billion by 2020.

But selling into this function is difficult.  “First, ‘operations’ is a pretty vague term. It doesn’t usually appear in an employee’s title, so it’s hard to identify exactly the role you’re looking for,” said Stanley.  “Second, Operations employees don’t often hold high-profile titles. These aren’t roles that are typically listed on a corporate website, and there aren’t a lot of operations ‘thought leaders’ on LinkedIn. So, they’re difficult to identify – and harder to find contact information for.”

A recent survey by BSG found that the two biggest problems for operations and facilities sales are prospecting and accessing the right decision makers.

“Customers and prospects repeatedly asked for it [an operations database],” said Senior VP of Data and Research Derek Smith.  “Over time, it became clear that plenty of people wanted to reach these types of contacts. But there was nowhere to get them.”

DiscoverOrg now covers over 3.6 million contacts across 140,000+ global companies.  Data is collected through direct research by their multi-lingual editorial team and refreshed every ninety days.  The dataset includes firmographics; contact details like direct dials and verified email addresses; org charts and reporting structures; installed technologies; and buying signals like planned projects, online research behavior, funding announcements and personnel moves.

“We are currently evaluating and prioritizing what our next dataset launch will be,” said Chief Growth Officer Katie Bullard.  The database will double in size again this year – some of that growth will be from new dataset launches and most from additional contacts in our existing datasets.”

Boardroom Insiders Adds List Building

Boardroom Insiders can now build lists of C-level Executives.
Boardroom Insiders can now build lists of C-level Executives.

Boardroom Insiders, an editorially driven executive profile company, added build a list prospecting to its subscription service. The new feature supports firmographic and biographic selections against their 15,000 executive profiles. Users can download one or multiple executives from the list as a PDF.

“After a decade of researching C-Level executives, we have built an extremely robust repository of executive insight—both personal and business-related.  Our new search tool unlocks the power of that insight in a very significant way.  Subscribers can now easily execute these very specific searches in seconds. You simply will not find this capability anywhere else—and to replicate this type of research from scratch on your own would be both cost- and time-prohibitive.”

  • Boardroom Insiders CEO Sharon Gillenwater

Boardroom Insiders provides very rich executive profiles that go beyond those found in other executive sources such as LinkedIn. “Our forte is in providing deep insight on a relatively small group of C-level executives to support very important opportunities, CXO meetings, events, and large account ABM efforts,” said Gillenwater. Profiles may run a few thousand words and include an Executive Summary, Personal Attributes and Interests, Current Focus, Biographical Highlights, Other Boards and Organizations. Users also have access to a headshot, social media links, and contact information.

All of the bios are maintained by editors with a minimum of ten years of business journalism or management consulting experience. If a bio has not been updated in the past six months, a user can request a refresh. Boardroom Insiders also maintains bios for executives in transition and then updates them when executives land at new organizations.

While LinkedIn is often seen as the go to source of biographies, a DiscoverOrg survey found that 25% of top-level executives do not maintain LinkedIn bios. “LinkedIn is an essential tool, but the profiles are unpredictable, limited in strategic insight, and biased,” said Gillenwater. “Boardroom Insiders is rich with strategic insight, unbiased, and provides the full professional story of the key decision maker you are calling on.”

Boardroom Insiders CxO Bios

Boardroom Insiders AppExchange Profiles
Boardroom Insiders AppExchange Profiles

While most sales intelligence vendors focus on broad coverage, there are several that continue to generate value the old-fashioned way through editorial research focused on high value content sets.  Firms in this category include technology vendors DiscoverOrg and RainKing and industry overview provider First Research.  Another editorially-focused vendor is Boardroom Insiders, founded by Sharon Gillenwater and Lee Demby.  Gillenwater, who was a marketing consultant, realized that several of her key accounts were struggling with CIO-level discussions.  In 2010, she partnered with Demby, the co-founder of First Research (acquired by Dun & Bradstreet / Hoover’s in 2007), to create a C-level executive information service.

“Most companies spend too much time worrying about getting customer contact info and not enough time thinking about what they are going to say to these customers once they get in touch with them,” said Gillenwater.  “While having the right contact info is important, it is useless if you don’t have a strategy for making yourself relevant to the person on the other end of the phone.”

Boardroom Insiders provides deep biographical profiles of C-level executives.  They cover the CEO, CIO, CFO, CMO, and COO of the Fortune 500 along with additional top executives requested by their customer base.  In total, Boardroom Insiders publishes 13,000 rich biographies for 3,000 US and international companies.  A team of fifteen editors (ten full-time) research and update their bios.  All of the editors have at least ten years of business journalism or management consulting experience.  While all of the material is editorially researched, executive changes and key events are monitored with just-in-time editorial updates performed.  Furthermore, if a profile has not been touched in six months, a user can request that it be immediately refreshed.  They also retain a pool of in-flux biographies for executives that may be in transition, allowing Boardroom Insiders to quickly revive and update profiles when a high-level executive resurfaces.

Included with subscriptions are credits towards the creation of additional biographies, providing users with on demand professional research.  For requests of up to ten executives, the firm turns around new bios in two business days.

Content is derived from the open web with a focus on earnings calls, executive interviews, and industry articles.  LinkedIn is also employed as a resource, but depth of content varies greatly and executives are often slow to update profiles after departing firms.  What’s more, LinkedIn lacks insights into executive biases, interests, and passions.  Finally, LinkedIn does not contain a broader view of the executive’s division and corporate environment.

“LinkedIn is an essential tool, but the profiles are unpredictable, limited in strategic insight, and biased,” said Gillenwater.  “Boardroom Insiders is rich with strategic insight, unbiased, and provides the full professional story of the key decision maker you are calling on.”

Executive biographies run two to seven pages and contain

  • Headshot
  • Last Updated Date
  • Current Company, Title, Location, Phone, and Email.  The phone may be either a switchboard or direct dial.
  • Social Media Links (LinkedIn, Twitter, Facebook)
  • An Executive Summary
  • Personal Attributes and Interests – Family status, interests and hobbies, business philosophy, awards, etc.
  • Current Focus – Job responsibilities, corporate strategy
  • Key Challenges
  • Biographical Highlights
  • Other Boards and Organizations

Executives can be looked up directly, by company name, or via prospecting.  Prospecting is not as robust as large database competitors, but includes F500, Keyword, Title, CxO Function, Industry (NAICS major and minor categories), Alma Mater, etc.  Keyword searching should be particularly effective due to the depth of their profiles.

Search results are downloadable as PDFs.

The Boardroom Insiders service offers email alerts for individuals and companies.  Users are notified when an executive profile for a tracked company or executive is updated.  Company alerts are also sent when new executive profiles are available at tracked companies.

Users may access the service via browsers or a single-sign-on integration with Salesforce.com.  Within SFDC, there is a find button on Accounts, Contacts, Leads, and Opportunities.  Boardroom Insiders displays biographies or biography lists within the Salesforce frame.

Boardroom Insiders offers an API based upon the JSON protocol.  Clients can use the API to feed information into their corporate data lakes or create custom solutions.

Users span four job functions targeting the C-Suite:

  • Marketers (e.g. field marketers, ABM programs, engagement teams, executive sponsorship programs)
  • Executive recruiters
  • Management consultants
  • Strategic sales (enterprise sales reps and account teams).

The firm has many clients in the technology sector.

Pricing is subscription based with annual contracts beginning around $10,000 and enterprise contracts reaching $250,000.  An SMB account would include three seats and 25 to 50 profile requests.