If you're spending hours dialing through prospects and still not seeing the results you want, you're not alone. Plenty of folks use Orum to speed up their outbound calls, but most don’t dig into what’s actually working—and what’s just noise. This guide is for anyone who wants to cut through the clutter, analyze call outcomes, and really move the needle on conversion rates. Let’s get practical.
1. Know What You’re Actually Trying to Improve
Before you start poking around dashboards, get clear on what “conversion” means for you. Are you just getting people to pick up? Booking meetings? Closing deals? Orum’s (learn more here) analytics are only as useful as your definition of success.
Pro tip:
Write down your main conversion goal. Seriously—just pick one. It could be “book a demo” or “qualify a lead.” Don’t try to optimize for everything at once.
2. Get Familiar with Orum’s Call Outcome Data
Orum tracks a bunch of outcomes for every call: connected, voicemail, no answer, wrong number, not interested, booked meeting, and so on. But staring at these numbers won’t magically boost your conversion.
- Connected calls: These are your real opportunities. Ignore the total dials stat—it’s mostly vanity.
- Voicemails: Useful if you actually leave a good message, but don’t obsess over them.
- Not interested: Don’t write these off. Sometimes you’re just catching people at a bad time.
- Booked meetings: This is the gold.
What to ignore:
Obsessing over “talk time” rarely moves the needle. You want quality, not just long conversations.
3. Pull the Right Reports (and Don’t Get Lost in the Weeds)
Orum gives you several ways to slice your data. Here’s how to actually use them:
- Call outcome breakdowns: Start here. Look at your connected-to-meeting ratio.
- Rep-level stats: Who’s booking the most meetings? Who’s struggling? Patterns jump out fast.
- Time of day/week reports: Are you seeing better results calling at certain times? If not, don’t overthink it.
- Script performance: If you’re using call scripts in Orum, see which ones correlate with better outcomes.
What’s overrated:
Don’t waste hours analyzing call dispositions that don’t tie to your main conversion goal. Focus on what moves people further down your pipeline.
4. Dig Into Patterns—But Don’t Chase Ghosts
Now, look for trends. But be careful: it’s easy to see patterns that aren’t really there.
- High “not interested” rates? Maybe your opener needs work—or your list is off.
- Lots of voicemails? Maybe your connect rate stinks. Try different call times before blaming your pitch.
- A few reps crushing it while others stall? Shadow the top performers. Don’t assume it’s just luck.
Be honest with yourself:
If your connect rate is low, fix that before worrying about your pitch. If you’re connecting but not booking meetings, your message needs work.
5. Run Experiments (But Keep Them Simple)
Don’t overhaul everything at once. Pick one thing to test each week:
- Change your opener. Try a new first line on your next 50 connected calls.
- Adjust your list. Focus on a different segment or industry.
- Switch up your call times. Mornings vs. afternoons. Monday vs. Thursday.
- Test new scripts. Only one variable at a time—otherwise, you’ll never know what worked.
Write it down:
Track what you changed and the results. Orum’s filters help, but even a simple spreadsheet works.
6. Review and Share What’s Actually Working
Set a regular time (weekly is best) to review your Orum results. Don’t just look at the dashboard—talk about what you did differently.
- Team huddle: Share what’s working and what bombs. If someone’s booking more meetings, ask what changed.
- Listen to call recordings: Painful, but necessary. Pick a few calls with different outcomes and see what’s actually happening.
- Iterate: If something works, share it. If it doesn’t, drop it.
Avoid the blame game:
If someone’s struggling, focus on learning—not finger-pointing. The point is to improve, not to make anyone feel like an idiot.
7. Don’t Fall for Vanity Metrics
A lot of sales teams get distracted by stats that don’t matter:
- Total dials: Who cares? If you’re not connecting or converting, it’s just noise.
- Average call length: Longer isn’t always better. A quick, sharp call can be more effective.
- Activity heatmaps: Fun for PowerPoints, but rarely actionable.
Stick with:
- Connect rate (connected calls / total dials)
- Conversion rate (meetings booked / connected calls)
- Rep-level conversion
If a stat doesn’t tie directly to your main goal, ignore it.
8. Use Orum Features That Actually Help
Some Orum features are worth your time, others are just shiny distractions.
Worth using: - Automatic call outcome logging: Saves time and keeps your data clean. - Call recording and playback: Painful, but reviewing real calls is where you’ll learn. - Disposition tagging: Only if you keep it simple—avoid 20 different categories.
Skip (unless you have a real reason): - Overly complex call routing - Custom fields you never look at - Dashboard widgets you don’t use
Pro tip:
Set up your Orum workspace so it’s dead simple to track connects, meetings booked, and a couple of key outcomes. Hide or ignore the rest.
9. Focus on Your Message, Not Just the Tool
It’s easy to blame your software when you’re not converting. But most of the time, it’s about your list or your message—not the dialer.
- Are you calling the right people?
- Is your opener clear and concise?
- Are you handling objections, or just powering through?
If your data says “lots of connects, few conversions,” it’s probably time to rethink your pitch. If you’re not connecting at all, check your list quality and call times.
10. Keep It Simple and Iterate
Don’t let dashboards lull you into thinking you’re improving just because you’re measuring more stuff. The real progress comes from:
- Picking one metric that matters
- Making a small change
- Measuring the result
- Repeating
Don’t try to fix everything at once. If you keep it simple and actually act on what you learn, you’ll see real improvement.
Bottom line:
Analyzing call outcomes in Orum is only useful if it leads to action. Keep your eye on conversions, not vanity stats. Test small changes, share what works, and don’t be afraid to ignore features or metrics that don’t help. The simpler you keep your process, the faster you’ll actually see results.