How Rob Ettinger Leveraged Orum to Earn a Promotion—and Transform His Team’s Outbound Success

When Rob Ettinger joined Freshworks as a Business Development Manager, he knew he had the grit and determination to succeed. But it wasn’t until his team adopted Orum that he unlocked the next level of performance that helped him secure a promotion to manager and empowered him to transform the outbound calling process for his entire team.

Here’s how Rob turned Orum’s analytics into actionable insights, helped build a data-driven culture of improvement, and laid the groundwork for sustainable outbound success.

How did Rob use Orum to improve his cold calling results?

For the first year of his role at Freshworks, Rob and his team relied solely on Outreach for cold calling—a process that left gaps in efficiency and visibility.

“We didn’t have as much insight into specific analytics,” Rob shared. “It created several challenges, being able to connect with as many prospects as possible day in and day out without parallel dialing.”

That all changed when Freshworks implemented Orum. Almost immediately, the numbers started to shift.

“Our KPIs are up roughly about 75%,” Rob reported. “We’re making more phone calls, having better conversations, and booking more meetings. Our average talk time went from 20 to 45 seconds since getting Orum.”

The results weren’t just about volume—they were about quality. And Rob saw an opportunity.

When it came time to interview for a managerial role, he built his entire 30-60-90 day plan around outbound excellence, anchored by Orum’s insights.

“I wanted to focus on outbound calling,” Rob explained. “Now that we’re making a lot more calls with Orum, the second part is quality. I knew we needed to improve the nature of our calls.”

His plan? A six-week Call Academy to standardize and elevate his team’s approach—from introductions and pitches to discovery questions, objection handling, and closing.

“I wanted to create a structured, repeatable process to improve the quality of every conversation.”

How do Orum’s analytics help sales leaders identify coaching opportunities?

Building this program meant Rob had to identify exactly where his team was excelling—and where they were falling short. That’s where Orum’s analytics, paired with coaching from Patrick Cairns and Mandy Mustapick of the Orum team, played a pivotal role.

“Patrick has been an awesome resource for us,” Rob said. “He and Mandy spent quite a bit of time with us at least once a week, syncing on the overarching team data.”

Rob dove deep into Orum’s analytics tab, guided by Patrick, to break down the team’s outbound funnel:

• Rep Performance: “We spent a lot of time going through each metric,” Rob noted. “We looked at dials, connect rates—really a funnel view. How many of our connects are turning into conversations? How many of those conversations are leading to meetings?”
• Objection Handling: Orum’s platform allowed Rob to zero in on where calls were breaking down. “We could click on a specific rep, filter for a certain objection like budget or timing, and listen to those calls directly. Then we could coach back on how to overcome those objections.”
• List Performance: Rob uncovered a critical insight by reviewing Orum’s list performance data. “One of our outbound sequences that everybody was using had one of the worst connection rates,” he discovered. “That was a quick, easy win—stop using the underperforming list and double down on what’s working.”

This granular visibility into the calling process allowed Rob to tailor coaching to each rep’s specific challenges, drive immediate improvements, and set the foundation for long-term success.

How did Rob use Orum’s data to design a team coaching program?

Beyond his promotion, Rob’s use of Orum has sparked a broader cultural shift across his team.

“People who have been early adopters of Orum have seen noticeable upticks in their leading indicators as well as meetings set,” he observed. “That’s generated positive momentum with the team overall.”

He’s now using Orum’s insights as the backbone of his six-week Call Academy, building a repeatable system for onboarding, training, and continuous improvement.

What started as a tool to make more dials has evolved into a platform for continuous improvement, thanks to Rob’s leadership and his focus on leveraging data to drive better conversations.

What can sales teams learn from Rob’s success with Orum?

Rob’s story shows what’s possible when frontline leaders embrace data as a reporting function and as a roadmap for improvement. By collaborating with Orum’s enablement team, digging deep into platform analytics, and turning insights into action, Rob didn’t just earn a promotion—he created a scalable process for outbound excellence.

And for teams looking to transform their outbound motion? His advice is simple: “Inspect the data, learn from it, and let it guide your next steps.”