Subject: This article is about the Connect: Conversation metric found in Orum Analytics. This is a powerful metric to monitor. Use this guide to learn how to use it to your advantage.

What is the Connect: Conversation ratio?

Orum Analytics defines this ratio as:
# Connects / # Connects exceeding 60s in length (aka Conversations)

This metric essentially tells you how well your Reps do at creating conversations with their Prospects. Some meetings are booked under 60 seconds, but typically a conversation creates space for the meeting discussion to occur. Having a strong Connect: Conversation ratio is one of the first steps in increasing your pipeline.

--> Real Quick: What does Orum count as a Connect?

Connects are dispositions mapped as a Connect Type under Orum Settings (see picture below).

When a Rep selects one of these dispositions, they get credited for a Connect.

These dispositions typically indicate you got the target prospect on the phone.

In order for your Connect: Conversation ratio to be accurate, accurate dispositioning is crucial.

We recommend constantly coaching Reps on selecting the right Disposition when they dial in Orum. Not only does this affect the metric being discussed, it ensures the right actions happen to the Prospect afterwards.

20% - Baseline Connect: Conversation Rate

20% is the baseline our customers typically strive to maintain. In Analytics, Orum will automatically flag if your Connect: Conversation ratio is below 20%.

If Reps are below 20%, this can mean a few things.

1. 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.

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

3. Reps that are new to cold calling and require training on their “opener”. For example, when encountering common opener objections like “I’m busy, call me back / send me an email”.

60% - The Gold Standard

If any of your Reps have over 60% Connect:Conversation ratio, this means they are doing an exceptional job at creating conversations with their Prospects.

We recommend showcasing these Reps and sharing their calls with the broader team to mulitply success.