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Customer Stories

Switching from Nooks to Orum boosts Abnormal Security's meetings by 20%

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    Booked meetings increase of 20%
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    Conversations increase of 12%
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    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:

If the dialer doesn’t work, everything else is irrelevant. If we can’t make the dials and get meetings, why are we here?
Joe Racine
Director of WW Sales Development

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.

Nooks’s reporting showed no delay when a prospect picks up, but when you listen to the recordings, it’s clear it’s there. The team was irritated by this; everyone already liked Orum’s dialer more and experienced a slightly faster connection. We liked Nooks’ virtual sales floor, but the heart and soul of what we do is to be able to dial and book meetings.
Joe Racine
Director of WW Sales Development

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.

When the underlying tech has an outage, Nooks and everyone else using them for their dialer do too. They [Nooks] are completely beholden to when the third-party tech can fix the issue. Orum doesn’t have that. Orum can continuously monitor, innovate, and update the Dialer technology.
Alex Lynn
VP, Sales Development

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.

The level of support we received from Orum was phenomenal. We were constantly in touch with our success manager, who helped us troubleshoot issues and provided insights on how we could use the platform better. It was a completely different experience from other providers
Alex Lynn
VP, Sales Development

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,

The reps had better conversations faster, leading to more booked meetings. We don’t care about shiny new features if the dialer isn’t performing, and Orum nailed what mattered most.
Alex Lynn
VP, Sales Development

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.

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