Orum
Calling
More calls connected in a session does not guarantee any of them are the right ones. Orum dials in parallel so an SDR only picks up when someone answers, and Revenue Labs reads what happens on each call, feeding the outcome straight into deal state.
Website
Prospecting Engagement·9 accounts actioned today
Engaging Ashgrove Systems… ›
TriggerDeal state · Ashgrove Systems - crossed High Propensity · 2 days ago
Deploy agentDeploying Prospecting Agent on the account
Use skillLoading skills · Contact Prioritisation · Prospecting Message
Reference memoryReading memory · Persona · Messaging · Suppression
ReasoningFive of the last five wins in this segment opened with a peer reference rather than a product pitch, and suppression clears before anything sends
ActionPrepare the prioritised call list and approved talk track → queue the next calls in Orum
✓Drafted in 6 seconds ›
Approved call listinOrum
Revenue LabsAPP8:30 AM
LIVE
PROSPECTING ENGAGEMENT: Ashgrove Systems · Dominic Fairweather
WHY THIS ACCOUNT
Ashgrove Systems crossed High Propensity two days ago and hasn’t been touched since.
WHY THIS ANGLE
Persona memory (v12): 5 of the last 5 wins in this segment opened with a peer reference rather than a product pitch.
SUPPRESSION CHECK
Status: Cleared · no active sequence, no do-not-contact flag.
SEND WINDOW
Wed 8:30 AM PT · 68% open / 19% reply vs 44%/11% Monday baseline.
Review & SendChange ChannelAsk Agent
The tool alone > AI bolted on > AI-native
What changes when a learning system runs through Orum
Three jobs Orum already does, and what each becomes when live state drives the action instead of a static list.
01 | The tool on its own
02 | With AI bolted on
03 | AI-native
Parallel and power dialing
Live conversations from the dialler.
Orum dials one or several numbers, detects a live person, and bridges the rep to the call. The rep still chooses the list and handles the conversation itself.
AI filters the ringing queue.
Orum AI detects humans, voicemails, and dial trees, then routes or cancels calls accordingly. It improves call handling inside Orum, not the account reasoning behind the list.
Live deal state controls the queue.
Live company, contact, or deal state selects the next call sent to Orum, rather than treating every number the same.
Call recordings and AI notes
A record left by each call.
Orum records calls and provides transcripts, notes, and objection signals for later review. A rep or manager still checks the record and decides what belongs in the deal.
AI notes stay with the call.
Orum AI can transcribe calls, generate notes, and detect objections. Those outputs remain call intelligence in Orum and do not connect every email, product, and CRM signal by themselves.
Call changes contact state.
A live answer, objection, or commitment attaches to the right contact and company, so every capability can reason from the call alongside the other deal evidence.
Automated call scoring and coaching
Managers can review call quality.
Orum scores calls against criteria and gives managers a call library for coaching. The manager still decides which feedback is fair and how it changes the rep's next call.
A score is not a learning loop.
Automated scoring gives feedback inside Orum, but the score does not compare the call with the eventual deal outcome or explain what should change across the stack.
Call outcomes teach the next conversation.
When a call leads to progress, delay, or loss, the system learns from its evidence which signals should shape the next Orum run.
Runs on it
Capabilities that act on connected evidence
Prospecting
Prospecting Engagement
Active
›
Channel and timing are chosen together
Account state determines the intervention and channel, with approval held where required.
↑
Suppression is checked before action
Eligibility and suppression are checked against the signal before intervention selection.
−
Campaign rules meet account context
Campaign logic runs with current account state and routing so exceptions are caught.
+
Results improve channel choice
Intervention results update messaging and channel strategy for later decisions.
Coordinated, traceable outbound raises conversion while reducing handoffs across tools.
Sales
Sales Coaching
Active
›
Two reps stall the same way on the pricing objection
Same pattern, three live deals this month, missed every time
↑
The real moments, pulled into the 1:1
Every deal where the objection landed and nobody answered it
−
A drill built from those moments
Practise the comeback before the next call, not after
+
Same objection, the deals after: handled
Coaching put into practice and checked, not just delivered
Know what to coach, and whether the coaching stuck
Prospecting
Meeting Follow-up
Active
›
The deal state updates after the meeting
The AE receives priorities, next steps, issues to address and coaching recommendations.
↑
Relevant fields are proposed from evidence
Sales process and qualification logic identify what moved for the rep to approve.
−
Follow-up comes from commitments
The draft uses the meeting's actual commitments and next steps for review and sending.
+
Risks reach the right judgement
Routing and escalation logic surfaces risks that require a manager's judgement.
Traceable follow-up cuts post-call reconstruction and manual chasing while deals move forward.
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