Overview
Orum is an AI-powered parallel dialer that helps sales teams maximize live conversations per hour by dialing multiple numbers simultaneously and connecting reps only when a real person answers. It's one of the two primary parallel dialers that Amplemarket officially supports through its CRM-connected dialer integration, and the one that provides the smoothest experience on Salesforce.
The workflow is straightforward: Amplemarket pushes due call tasks to Salesforce or HubSpot, Orum reads them from a CRM report, your reps dial at scale, and dispositions sync back to Amplemarket to trigger the next step. Connected and interested? Follow-up email goes out. Left a voicemail? LinkedIn touch queues up. Wrong number? Contact is removed from the sequence. All of this happens without reps needing to log into Amplemarket between calls.
For teams that use Orum's parallel dialing to maximize live conversations per hour, this integration ensures that every call outcome feeds directly into Amplemarket's multichannel sequence logic, turning high-volume dialing into coordinated outreach across every channel.
What you can do
- Call task sync Due and overdue phone tasks from Amplemarket sequences are pushed to your CRM and made available to Orum through auto-generated reports. Only tasks that are currently due appear. Upcoming tasks stay in Amplemarket until their scheduled time.
- Disposition mapping Map every Orum call disposition to an Amplemarket action. Connect your "Conversation, Interested" disposition to advance the sequence, map "Bad Number" to mark the contact as completed, and set a fallback for any unmapped dispositions.
- Automatic sequence progression When Orum logs a disposition, Amplemarket reads it from the CRM and takes the mapped action. Sequences advance, pause, or complete based on real call outcomes.
- Unified analytics Orum calls show up in Amplemarket's analytics and count toward your outreach metrics. Managers see total call volume, connect rates, and meeting conversions across all dialers in one dashboard.
- Task consolidation Enable the consolidation setting to merge multiple CRM task records into a single record per contact. This keeps Salesforce clean during high-volume calling sessions.
How it works
- Connect Go to Amplemarket Settings, then Integrations, and configure "Dialer connected via CRM." You need Salesforce or HubSpot connected to both Amplemarket and Orum, and matching email addresses between Amplemarket users and CRM accounts.
- Configure Map Orum's disposition strings to Amplemarket actions. Set your fallback for unrecognized dispositions, ensure phone number and sequence name fields are mapped in your CRM, and select which users need the integration.
- Dial Amplemarket creates a CRM report for each rep. Orum reads from these reports to build call queues. Reps dial through Orum as usual. After each call, the disposition syncs back. HubSpot syncs near-instantly via webhooks. Salesforce syncs every ~10 minutes.
Use cases
Scale phone outreach without losing multichannel coordination
Your team runs an account-based sequence: Day 1 email, Day 3 phone call, Day 5 LinkedIn, Day 7 follow-up email. When Day 3 arrives, the call task pushes to Orum via Salesforce. A rep dials 50 accounts in an hour using Orum's parallel dialer. Each outcome maps to a different sequence path. Connected prospects get an accelerated follow-up, voicemails get the standard cadence, and bad numbers are cleaned out.
Hot signal response with call-first sequences
Amplemarket's Duo detects a buying signal, a target account visits your pricing page. An automated sequence fires: immediate call task (pushed to Orum), followed by a LinkedIn connection request 2 hours later, then a personalized email the next morning. The call task hits the rep's Orum queue within minutes. If they connect, the sequence accelerates. If they leave a voicemail, the LinkedIn and email touchpoints provide air cover.
Frequently asked questions
How does the Orum-Amplemarket integration work?
The integration connects through your CRM (Salesforce or HubSpot). Amplemarket pushes due call tasks to your CRM, Orum reads them from a dynamically generated report, and after the call, Orum writes the disposition back. Amplemarket picks up the disposition and advances the sequence accordingly.
Why is Orum the smoothest experience on Salesforce?
On Salesforce, Orum automatically picks up all Contact and Lead fields from the CRM report without requiring additional field mapping. This means sequence names, phone numbers, and location data appear in Orum's call queue automatically once they're mapped in Amplemarket. Other dialers may require explicit field configuration.
How fast do call dispositions sync back to Amplemarket?
With HubSpot, dispositions sync near-instantly through webhooks. With Salesforce, Amplemarket polls every ~10 minutes, so there can be a short delay before the sequence advances.
Why don't my next call tasks appear after completing a call in Orum?
Amplemarket sequences advance one stage at a time. If there are intermediate steps between two call stages (like a LinkedIn visit or manual email), those must be completed or skipped in Amplemarket before the next call task is created and pushed to your CRM. Design sequences with this in mind if your reps are primarily using Orum for calling.
Can I use Orum alongside other dialers?
Yes. The CRM-connected integration supports multiple dialers simultaneously. Some reps can use Orum while others use Nooks or another compatible dialer. All call data flows into Amplemarket's unified analytics.
