Rubrik has always been a company that moves ahead of the market. They built their reputation by treating cybersecurity not as a static industry, but as a living system that evolves constantly. It is fitting, then, that the same forward motion defines their sales development organization. Four years into their partnership with Orum, Rubrik’s SDR program is not simply thriving. It has become a model for what sales development can look like when discipline, culture, and technology work together with extreme clarity.

And at the center of this evolution sits Jillene Golez, Senior Director of SDR for North America, who has shaped Rubrik’s calling culture with a level of rigor and vision that few teams in tech can match.

Rubrik’s collaboration with Orum, in many ways, defines Orum's history. Before Jason Dorfman became CEO of Orum, he built the SDR engine at Rubrik. The early DNA of Rubrik’s outbound motion contributed to the early DNA of Orum’s platform. That shared lineage is part of why Rubrik took a chance on Orum long before the market viewed AI-driven phone technology as essential. But lasting four years in a tech stack is not because of history. It is because the tool works. It produces meaningful impact day after day.

Jillene puts it simply. Her team continues to renew Orum because it drives real productivity and creates consistency in daily behavior. Without strong structure, she explained, SDRs fall into scattered workflows and unclear expectations. Rubrik had grown to nearly thirty SDRs when she joined, and the lack of a standard process threatened their ability to scale. Her first mandate was to build a playbook and bring discipline to the floor. Orum became an essential part of that transformation.

Building a Calling Culture That Actually Sticks

One thing becomes clear in any conversation with Jillene. Calling culture at Rubrik is not a phrase. It is a lifestyle. It is visible throughout the team’s day. It even finds its way into her home life. As she joked, her five-year-old can identify which SDR is dialing based on the letter that pops up on the leaderboard. That relentless visibility is by design. Consistency and accountability are not soft ideas at Rubrik. They are the heartbeat of daily execution.

Sustaining that culture requires overcoming fear. Many SDRs are nervous about getting on the phones. Some aren’t used to a real volume-based motion. Jillene remembers the struggle vividly. She describes the first quarters with Orum as a learning curve in building a team comfortable with rapid connected conversations. The team needed repetition. They needed clear practice rituals. They needed to build muscle memory around every objection type.

Today, those rituals define their excellence. Every morning, SDRs dedicate fifteen minutes to practicing pitches and objection responses. Managers pull weekly objection themes directly from Orum’s Analytics and incorporate them into training blocks. Reps sample calls. They break down what went well and what did not. And they do it every single week.

Why Rubrik Has Stayed With Orum for Four Straight Years

When asked why Rubrik continues to renew, Jillene does not point to a single metric. She points to alignment. Orum serves as the operating layer that connects their entire revenue engine. Third-party intent from 6sense. Contact data from ZoomInfo. Sequences from Outreach. Then immediate execution in Orum.

The result is speed, structure, and predictability. Jillene highlights the importance of fast response to inbound leads. Before Orum, their speed-to-lead process was slow and inconsistent. Today, reps accept new leads and launch sequences within minutes. The first call happens immediately. That shift alone has improved both pipeline generation and marketing alignment.

Then there is the performance data. Rubrik sees a 22 percent conversion rate from conversation to meeting. These are not vanity numbers. They are the lifeblood of the team. They matter because they represent real discipline. Real process. Real coaching.

Rubrik uses Orum’s Analytics tools to identify the exact calls SDRs need to improve. Their CSM shares insights, and the team builds weekly coaching playlists around them. This structure has led to faster ramp, steady promotions, and stronger storytelling skills across the floor.

In fact, Rubrik’s marketing team frequently requests SDRs to work conference booths because they are such strong communicators. Jillene laughs about it, knowing it takes her reps off the phones, but the compliment lands with pride. Reps spend three hours a day sharing a point of view, telling customer stories, and handling objections. The skill transfers. It makes them the best evangelists for Rubrik in any environment.

The SDR Organization as a Competitive Advantage

Rubrik’s outbound motion is more complex than most. SDRs are not just booking meetings into new accounts. They are calling existing accounts to promote new product lines, drive event attendance, introduce new AI innovations, and sustain continuous engagement across a broad product portfolio.

It is not the traditional SDR model. It requires reps to be sharper. More knowledgeable. More adaptable. Orum helps make that motion possible. Hot numbers, call-from number optimization (Boost Connect), and precise guidance on when to call which prospect keep the team focused on the highest probability paths.

What makes Rubrik unique is how they’ve embedded calling into future planning. Jillene coaches her reps to think beyond this month’s quota. Invitations to events may not yield immediate meetings, but they mature accounts for the following month. It is a long-term view that is often missing from early-career sellers. She reinforces this future mindset at every step. It is part tactical and part cultural.

Leadership That Sets the Standard

At its core, the reason Rubrik is considered a leader in sales development is because Jillene sets clear standards and then models them. Her leaders coach consistently. She herself listens to calls weekly. Every new SDR receives a coaching note in their first thirty days. Not because she has extra time, but because she believes early coaching leaves a mark. It signals to the rep that she sees them, hears them, and is invested in their success.

Her advice to new leaders adopting Orum is simple. Expect resistance. Lean into it. Embrace the coaching data.

Be present on the floor. Once the team sees the value in real connected conversations, the resistance melts away. Reps start to win. Confidence grows. Processes tighten. And everything accelerates.

For leaders evaluating dialers, her message is equally direct. Orum will reveal your best reps. It will highlight who is trending on the right behaviors. It will expose those who are struggling. And it will show you exactly where to intervene. That transparency is essential for any team serious about growth.