Definitions:

Connect: “Connects” in Orum are based on the settings you have mapped in the “Settings Tab”, under Connect Disposition. Connects are defined as speaking to the intended prospect.

Note: It is absolutely critical that reps are trained to mark dispositions accurately. Your disposition strategy should be highly granular, with very little room for ambiguity. For advice, reach out to your primary CSM.

Conversations: Number of “Connects” that exceed 60 seconds of talk time.

Bridged: Parallel dialed calls where Orum detected a human and bridged the rep to speak with the prospect

False Positive: Orum falsely detected a human being and connected you with a machine. This may happen from time to time which is why the disposition is included. This will be important for understanding Bridged:Connect ratios.

There are 3 Conversion Ratios to keep an eye on:

Connect:Conversation Rate - 40% Baseline

This is calculated as the number of Conversations divided by the number Connects.

If you’re connected 10 times and have 4 conversations, that's 4/10 = 40%.

This measures the reps ability to convert Connects into Conversations. When your Orum CSM reviews usage, we aim for a baseline of 40%. If reps are below 40%, this can mean a few things.

In Parallel Dialing, the rep is struggling with the Bridge. Training the rep on reading real time text, anticipating a Connect, and speaking quickly after the beep is key.

Reps feel unprepared and/or don’t have the information needed to execute the conversation.

Reps are new to cold calling and requires training on their "opener". For example, when encountering common opener objections like "I'm busy, call me back / send me an email".

In any case - shooting for 40% as a baseline is a best practice.

30% is acceptable for new users and/or if the targets are hard to cold call, like engineering/security or even marketing personas, but don’t let that be the norm. Reps who are well trained and use best practices (reading real-time text, using scripts, doing pre-call research, etc) consistently hit 60%-70%..

Conversation:Meeting Rate - Baseline 10%

This is calculated as the number of Meetings divided by the number Conversations.

If you’ve had 10 Conversations and have 1 Meeting, that's 1/10 = 10%.

Using Orum, a rep could realistically aim to have 5-10 Conversations a day. With a 10% conversion, this would yield 2.5 - 5 meetings/week, not counting any follow up meetings derived from Connects and Conversations.

If your rep is having 10+ conversations with the intended prospect and not converting there can be a few reasons.

Training:

The rep can initiate a conversation but struggles to convert the call into a meeting. Managers should listen to these conversations in “Call History” to deliver coaching opportunities.

An example, best practice is having all pre-call research on the prospect/account in fields that can be brought into Orum. Feeling unprepared is a common problem reps run into when adopting Orum.

Target Quality:

For example, having conversations with Target Prospects who end up not being the right people to speak with regarding your solution.

In this case, reps should ask for a referral. Going forward, use the data gathered from these conversations to fine tune the ICP.

Objections:

Reps are encountering lots of objections.

If you haven’t yet instituted best practices with dispositions, then we suggest you add more granular objection dispositions to help understand what reps are running into and coach them appropriately.

Acceptable ranges on the low end can be 5%, but keep in mind we routinely see reps converting 20%+ across all verticals, ICP’s, and prospect titles.

Bridged:Connect Ratio - 50% Baseline

As defined above - When Parallel dialing, Orum brings you into a call when it detects a live person. This is designated as a Bridged call, which is not the same as a Connect.

For example, the person who picked up could be a receptionist, the wrong target/bad number, or the occasional false positive.

We calculate this by taking the # of Connects and dividing it by the # of Bridged calls.

If you’ve had 50 Connects out of 100 Bridged calls, that's 50/100 = 50%.

In an ideal workflow, this means Orum is connecting you with the target prospect 1 out of very 2 bridged calls.

When reps are not hitting this it means a few things:

Lots of Receptionists:

In which case they should block that number in parallel dialing using the REMOVE function. We would then expect the ratio to get better over time.

If they’re hitting the receptionist non-stop, reduce the parallel setting. For example - If 1 in 5 numbers are a receptionist HQ line and you’re calling 5 at a time, there is a significant chance you'll connect with receptionists every other dial.

A good data data strategy is to segment HQ lines and not call them in the parallel dialer. For example, don't put HQ lines into phones fields designated as a direct dial, mobile, etc.

Reps are not dispositioning correctly:

For example, a rep might get bridged into a call and not speak after the beep, leading to a hangup. If the rep dispositions this as a “no answer” when it was in fact a Connect - this would skew the metrics.

False Positives:

Normally the occurrence of false positives is low, but if the connect rate is low and the rep is dialing a large number of prospects in parallel, you could run into false positives making up a non-trivial amount of bridged calls.
Was this article helpful?
Cancel
Thank you!