- Booked meetings increase of 20%
- Conversations increase of 12%
- More callbacks
After adopting Orum to scale outbound calling, Abnormal Security briefly switched to Nooks, attracted by its expanded features beyond the dialer. However, Nooks’ lag time and inconsistent performance frustrated the team and hurt productivity. By focusing on what truly mattered—speed, reliability, and results—Abnormal Security realized that Orum’s fast, proprietary AI dialer was key to their success, leading them to make the strategic decision to return.
Joe Racine, Director of Sales Development at Abnormal Security, sums it up perfectly:
Challenge: Seeking faster connections and better collaboration for remote teams
During the pandemic, as remote work became the norm, Abnormal Security faced a common but critical challenge: staying connected with prospects and scaling their outbound sales in an entirely virtual world.
Initially, the company relied on traditional outreach methods but quickly realized it needed a key ingredient in driving revenue over the phone: speed.
“Our reps were spending too much time connecting with leads manually, slowing us down,” recalls the company’s SDR Director, Joe Racine. At the time, the company implemented Orum’s AI Dialer to automate outbound calls, dramatically increasing their dials and meetings booked.
Despite this success, the team experimented with switching to Nooks, seeking to consolidate their dialer and virtual office into one platform.
Switching to Nooks: A trade-off they couldn’t afford
Initially, Nooks seemed promising—it offered a virtual office combined with a dialer for a lower price. However, the core function—speed and efficiency in dialing—quickly became a pain point.
The lag time and inconsistent performance of Nook’s dialer impacted rep performance, leading to growing frustration across the team. Although Nooks had other features, they didn’t outweigh the fact that the dialer, the core of their sales process, was underperforming.
Returning to Orum: Dialer excellence and true customer care
The decision to return to Orum wasn’t just about speed—it was about trust in the platform’s proprietary technology. Unlike competitors that rely on off-the-shelf, third-party infrastructure, Orum’s dialer is entirely proprietary, giving the company full control over performance and the ability to troubleshoot and innovate continuously.
Another key differentiator that set Orum apart was the proactive support from the customer success team. While Nooks had offered a 24/7 Slack support channel, Abnormal Security felt a stronger connection and higher level of care from Orum’s customer success team.
This hands-on support translated to better results for the company’s managers, who could work closely with Orum’s team to optimize their workflows and fine-tune Orum and their CRM to drive even more success.
Unlike competitors who pressure potential buyers, Orum’s team took a consultative approach, offering guidance without the hard sell. Alex noted, “At no point did anybody push me, but they were agreeable and helpful.” This level of respect and care, combined with Orum’s performance, made it clear that Orum was the partner to trust.
Results: Faster, more reliable conversations with Orum
Once they switched back to Orum, the speed and call quality improvement was immediate. Alex continues,
Additionally, Orum’s support for international dialing has allowed the company to expand into new markets, such as Canada and Europe. The ability to customize and set up their analytics and workflows in Orum also provided flexibility, allowing the team to fine-tune the platform to their needs without sacrificing performance.
By prioritizing the outcomes that truly mattered—booking more meetings and driving revenue—Abnormal Security quickly saw that Nooks’ additional features, though appealing, didn’t contribute to their sales goals. They returned to Orum after recognizing that its core innovations—fast, proprietary dialer technology and seamless performance—were the key drivers of real sales results.