Customer Stories

113 Meetings in 90 Days: SpyCloud’s Orum-Driven Turnaround

113 meetings booked on Orum in 3 months
99% from pure cold outbound
17% of all meetings since Aug 1 sourced via Orum
30% of all cold outbound meetings now via the phone

Company and context

SpyCloud sells into a difficult cybersecurity ICP. The SDR program targeted select accounts over $100M in revenue across defined industries and was primarily email-centric. Leadership believed the phone was underutilized and that much of the friction stemmed from tools that made calling cumbersome.

“We were predominantly an email-heavy SDR team. That was working to a point, but there was a limitation. We were missing a lot of opportunities with the telephone.” — Philip Murray, Global Director of Sales Development

The challenge SpyCloud needed to solve

Manual calling in the sales engagement platform created too much drag. Each call required opening tasks, selecting categories, writing notes, and moving on. Volume stalled, so reps defaulted to email feedback loops.

“It was a time suck. Reps would spend forty-five minutes on only twenty-one calls.”

Managing a distributed team made it hard to recreate the side-by-side coaching that normally builds phone confidence and skill.

What sparked an evaluation of dialing solutions

A phone-forward SDR delivered outsized results, proving calls still worked. That reopened the dialer conversation and set a higher bar for a tool that would remove administrative friction and increase conversations per hour.

“Even if only this one person triples his meetings, that more than pays for it. That notion put Orum back on the table.”

The evaluation and why Orum won

SpyCloud compared Orum to Salesfinity and Nooks. The deciding factor was product DNA and fit.

Dialer-first architecture. Orum was built for cold calling first, then added a virtual Salesfloor. A clear indication of the importance of connect rates.
Fit with goals. Orum matched SpyCloud’s aim to increase connect velocity with minimal admin.

Partnership. The buying team felt Orum understood the mission and would be present during execution.

“Nooks built a dialer to supplement their virtual workflow. It’s clear Orum focused on developing a world-class dialer and then added virtual workflow once that was established.”

Philip Murray

Global Director of Sales Development

Implementation and change management

Leadership modeled the motion. Philip called live with the team and used Orum’s virtual Salesfloor to recreate the energy and learning for a global group. Reps listened to each other, picked up on patterns, and built confidence more quickly.

“I sometimes take one of their licenses to show them the power of conversations. I’ll say, ‘Listen to me and realize you can make mistakes. As long as you’re having those discussions, you’ll succeed. I just want you to do the work.”

Process shifted from “call steps inside sequences” to “sequences identify who to call right now.” Reps create call tasks for people active in sequence, prioritize mobile numbers, and use calls to surface emails trapped in filters.

“You shouldn’t be waiting two or three days because a sequence dictates it. You need to be on them constantly. The cold calls are prompting people to look for our emails. The channels work together to build awareness.”

Results and impact

From August forward, Orum became central to the motion.

More meetings, faster. 113 meetings on Orum in three months, with the vast majority coming from true cold outbound.
Channel mix that matters. 17% of all meetings since Aug 1 sourced via Orum.
Lift across the team. Prior to the pivot, one representative booked 45 of 75 meetings. Following the pivot, meetings are spread across the team; the original power rep has 19 meetings on Orum in the first two months.

Higher connect velocity. In one calling sprint, Philip reached seven live prospects in roughly forty minutes.

“For me, it was an eye-opener that Orum is clearly helping people achieve their targets and get to their goals.”

Philip Murray

Global Director of Sales Development

Orum scales SpyCloud SDR Impact

SDRs at SpyCloud are a critical part of the Marketing team. Heather Smith, CMO at SpyCloud, shared additional context for the impact Orum has created. The data paints a clear picture of how Orum is lifting up every aspect of the SDR group.

The team is now booking 30% of their cold outbound meetings via the phone
Conversation-to-meeting rate is now 17+%
All six of their newest SDRs ramped at 90% of quota YTD
SpyCloud has achieved a 78% average sales acceptance rate of cold outbound meetings, a 10-point lift year-over-year

“Orum is helping the team have conversations that lead to real opportunities. When we get to the first sales call with a prospect we’ve talked to on the phone, that first call is much more impactful – and it shows in the high rate of sales-accepted opportunities.”

Heather Smith

CMO

The new calling culture

Target with email, convert with calls. Sequences tell you who to call. Orum makes it immediate and scalable.
Manager-led confidence. Live modeling and shared listening reduce reluctance and accelerate skill development.
More conversations, better coaching. The feedback loop tightens because reps are actually on the phone.

“If you can’t coach, train, or assess anyone’s progress if they’re not having the conversations.”

Why Orum was the vendor of choice

Built for volume and quality calling without admin drag
Remote call rooms that restore live learning for a distributed team
Cultural and operational fit with SpyCloud’s goals

Proven meeting production and team-wide lift in a hard-to-reach cybersecurity ICP