Find who you are missing
See which qualified prospects your current source misses, and which provider finds them.
Custom benchmarks
Find out what your current data provider misses.
A custom benchmark runs our public benchmark procedure on your own ICP, so you can see which providers find the prospects you need and how accurate their records are.
The decision
Which data providers to use, combine, or replace.
We run the same ICP through each provider and compare what comes back, rather than relying on each provider's own coverage claims.
Check what the records say
Measure how often each provider's fields agree with reference profiles, on your ICP.
Decide what to change
Use, combine, or replace: see what adding a provider would add before you pay for it.
Why evaluate
Coverage claims are not evidence.
Every provider describes its own coverage. A list from one source cannot show what that source misses. Running the same ICP through several providers can: the overlap, and the people only one of them found.
Our public benchmark did this for Apollo and Clay across 5 ICPs and 2,406 people. It is free, with the method and the data published. A custom benchmark does it for yours.
What we answer
Two questions about your data.
Contact discovery
Which providers find qualified prospects your current source misses: coverage, overlap, ICP fit, and the incremental value of combining providers.
Contact enrichment
Which providers and enrichment setups give reliable contact data at an effective cost.
What we measure
Measured per provider, on your ICP.
01Coverage
02Overlap
03Unique finds
04ICP fit
05Field accuracy
06Value of combining
07Effective cost
How it works
Six steps, the same for every provider.
A custom benchmark runs the same procedure as our public GTM data benchmark, on your own ICP. Each step produces the evidence the next one needs.
Define the ICP
We write your ICP definitions down with you: who counts as a qualified prospect, and where. They are fixed before any provider is queried.
Choose the providers
The providers you use today and the ones you are considering.
Run the same query
Each provider receives the same ICP definition under the same conditions, so differences come from the data rather than the setup.
Match the people
We resolve the records each provider returns to individual people, so overlap and the people only one provider found can be counted.
Check the records
Returned records are checked field by field against reference profiles. Each comparison is recorded as agree, disagree, or not comparable.
Report
Coverage, overlap, ICP fit and field agreement for each provider, with sample sizes and dates, and what combining providers would add.
What you provide
Your ICP and the decision you need to make.
Your ICP definitions, or the accounts and roles you sell to
The providers you use today and the ones you are considering
The decision in front of you: use, combine, or replace
A named owner on your side
What you receive
Evidence for a data provider decision.
Coverage and overlap
How many of your ICP each provider finds, and how much of that the others already cover.
Unique finds
The qualified prospects only one provider returned, which is what a second provider is worth.
Field accuracy
How often each provider's records agree with reference profiles, with every denominator shown.
A provider decision
Evidence for using, combining, or replacing a provider, per ICP rather than overall.
The method
The method behind every figure, so the result can be checked.
The result
Evidence with the limits left in.
Every rate carries its denominator and the number of records that could not be compared. A record that cannot be compared is never counted as a disagreement.
Agreement is measured against reference profiles, not against truth. Where a provider and the reference differ, the result says they differ, and does not guess which one is right.
Your data and our independence
What you share, and who pays us.
A custom benchmark may involve your ICP definitions and any data you choose to share.
Buyers fund our custom benchmark projects. We do not accept vendor payments, sponsorships or referral commissions.
Evaluation FAQ
What is tested and what is not.
Do you need our customer data?
Not to start. An evaluation can run from your ICP definitions alone, which is how our public GTM data benchmark ran. If you want your own records compared, we agree how they are handled before anything is shared.
Does every provider get the same test?
Yes: the same ICP definitions under the same conditions. Where a provider's filters cannot express a definition exactly, we say so in the result, as the public benchmark did for one of its ICPs.
Do you rank the providers?
No. We publish no composite score and no overall rank. Results can reverse from one ICP to the next, as they did in the public benchmark, so the useful answer is per ICP.
Can a provider pay to change the result?
No. No vendor can pay to influence inclusion or results. Our business model page sets out what money cannot buy.
Custom benchmarks
Run the same test on your own ICP.
Bring your ICP and the data providers you use or are considering. We scope a custom evaluation around your decision and show you the evidence: who each provider finds, who your current source misses, and how accurate the records are.