If you’re responsible for building pipeline and keeping a sales team humming, you’re probably drowning in “game-changing” tools. Everyone promises to boost conversions and fill the funnel. But when the dust settles, you need tools that actually help reps have more conversations, book more meetings, and move deals forward. This guide is for sales leaders, RevOps folks, and hands-on sellers who want a straight answer: how does Orum stack up against other B2B go-to-market (GTM) tools when you care about real pipeline growth?
Let’s break down where Orum shines, where other tools have an edge, and—most importantly—what to actually care about.
What Does Orum Actually Do?
First, let’s get clear on what Orum is. Orum is a sales dialer built for high-velocity outbound teams. Its main pitch: it helps SDRs and AEs connect with more prospects, faster, by automating the process of dialing and connecting calls. It sits on top of your CRM and sales engagement platform, lets reps power-dial multiple numbers at once, and (in theory) cuts out a lot of manual grunt work.
Key Features: - Parallel dialing (calls multiple numbers at once) - Voicemail drop - CRM/Engagement platform integration - Live call coaching and monitoring - Analytics on connect rates and rep performance
It’s not a full sales engagement platform. And it’s definitely not an all-in-one GTM suite. It’s purpose-built for outbound calling teams who need to have more live conversations.
Who’s It For?
- SDR/BDR teams responsible for cold outbound
- Sales teams where phone is still a primary channel
- Orgs that already use a sales engagement platform (like Outreach or Salesloft) and want to layer in faster calling
If your team never picks up the phone, you can probably stop reading here.
The B2B GTM Tools Landscape: What Are We Comparing?
When people say “GTM tools,” it covers a ton of ground. Here’s what usually comes up in the sales pipeline context:
- Sales Engagement Platforms: Outreach, Salesloft, Apollo, Groove — manage sequences, send emails, automate LinkedIn touches, schedule calls.
- Dialers: Orum, ConnectAndSell, PhoneBurner, Kixie — focused on phone outreach, usually plug into CRMs or SEP.
- Conversational Intelligence: Gong, Chorus — record and analyze calls, surface insights.
- Pipeline Analytics: Clari, InsightSquared — forecasting, pipeline health, deal inspection.
- Enrichment/Prospecting Tools: ZoomInfo, Lusha, Cognism — find and verify contact info.
Let’s be real: most teams cobble together a few of these. “All-in-one” rarely means best-in-class across the board.
Orum vs. Sales Engagement Platforms (SEP)
Quick take: Orum is not a replacement for Outreach, Salesloft, or Apollo. It’s a bolt-on for dialing.
Where SEPs win: - Multichannel: Email, phone, LinkedIn, tasks — all in one place. - Cadence management and automation. - Built-in reporting and task prioritization. - Native dialers (but usually single-line, and not great).
Where Orum wins: - Parallel dialing: Actually connects reps to more humans per hour. - Connect rate analytics: See which lists/teams are getting results. - Reduces time-wasting (no more “dial, ring, voicemail, repeat” all day).
What people complain about: - Some SEPs have their own dialers, but they’re usually clunky, slow, and make compliance a headache. - Orum only solves the “call more people” problem — you still need an SEP for sequences, tracking, and multichannel work.
Bottom line: If your team books most meetings via phone, Orum can double or triple connects per rep, per day. If your reps mostly email or use LinkedIn, skip it.
Orum vs. Other Dialers
How does Orum stack up against other dialers like ConnectAndSell, PhoneBurner, or Kixie?
What’s similar: - Parallel dialing - Voicemail drop - CRM integrations - Call coaching
Where Orum stands out: - Modern interface (the legacy dialers look like Windows XP) - Transparent pricing (no “contact us for a quote” runaround) - Fast setup and relatively easy onboarding - Good analytics (connect rates, list performance) - Integrates smoothly with popular SEPs, not just Salesforce
Where it falls short: - Still some glitches with integrations — especially if your tech stack is weird - Doesn’t do power dialing for inbound or warm lists as well as some competitors - Not the cheapest — especially for small teams
Pro tip: Don’t just buy the flashiest dialer. Test a few on a live calling day. If reps can’t figure it out in 30 minutes, move on.
Orum vs. Conversational Intelligence (Gong, Chorus)
This comparison comes up a lot, but it’s kind of apples to oranges.
- Gong/Chorus: Record and analyze calls, help managers coach, surface insights for enablement and deal strategy. Not built to increase call volume.
- Orum: Gets your reps on the phone with more prospects, faster. No deep AI analysis, no conversation scoring.
Some teams use both. If you’re struggling to get enough calls to analyze, focus on dialing first.
Orum vs. Pipeline Analytics (Clari, InsightSquared)
Again, pretty different purposes.
- Pipeline analytics tools help you forecast, inspect deals, and see where pipeline is leaking.
- Orum is about getting more at-bats for your outbound team.
If you’re still struggling to get reps to talk to live prospects, pipeline analytics won’t save you.
Orum vs. Enrichment and Data Tools (ZoomInfo, Lusha)
- Enrichment tools help you build and verify lists of people to contact. No dialing.
- Orum takes those lists and helps you call them, fast.
You need both — but don’t buy Orum if your data is garbage. You’ll just burn dials on bad numbers.
What Actually Moves the Needle for Pipeline Growth?
Let’s cut through the hype. The tools that matter most depend on your team’s workflow. Here’s what’s proven to work (and what to ignore):
What Works
- High call volume with good data: More connects = more meetings booked, period.
- Tight CRM/SEP integration: Reps shouldn’t have to think about where to log activity.
- Simple workflows: If it takes more than a day to train a new rep, your tech stack is too complicated.
- Real coaching: Tools are only as good as the managers using them to coach reps.
What Doesn’t
- Overautomation: Turning reps into robots with endless sequences usually leads to spam — and low conversion.
- Bloated stacks: More tools = more tabs, more confusion, more stuff breaking.
- One-size-fits-all promises: No tool, Orum included, is a silver bullet.
What to Ignore
- “AI-powered” anything that doesn’t actually save time or book more meetings.
- Shiny dashboards that don’t tell you what to do next.
- Expensive annual contracts “just in case” you grow into the tool.
Tips for Picking (and Actually Using) a GTM Tool Like Orum
- Start with your workflow: Are your reps phone-heavy or mostly emailing? Don’t buy a dialer if you’re not calling.
- Test with your real data: Have reps actually use the trial on a live call blitz. Don’t fall for demo environments with perfect lists.
- Check integration headaches: The best tool is the one that works with what you already use.
- Measure what matters: Track connects per hour, meetings booked per rep, and call outcomes — not just dials made.
- Iterate: Don’t roll out a tool to the whole team on day one. Start small, get feedback, and adjust.
Final Thoughts: Keep It Simple, Move Fast
A tool like Orum can be a real force multiplier for outbound teams—if calling is the backbone of your motion, and if you’re already solid on your CRM and data. But no tool will fix broken lists, bad messaging, or a team that doesn’t want to pick up the phone. Pick what fits your workflow, get reps using it quickly, and stay focused on what actually brings in pipeline. Ignore the noise, keep things simple, and iterate as you go.