By making Garba the conversation intelligence layer across their go-to-market team, Omnium gave reps time back, leaders real visibility into deals, and the whole organisation a shared understanding of what their customers actually need.
Company
Omnium
Industry
B2B SaaS · OMS for omnichannel retail
HQ
Oslo, Norway
“The time saved on admin didn't surprise us - that we expected. What surprised us was that we could ask a question across the whole pipeline and get an honest answer.”
Andreas Sjölund · CRO, Omnium
Omnium's GTM team was running every kind of call you'd expect at a B2B SaaS company - discovery, demo, onboarding, renewal, partner conversations. The conversations themselves were strong. What happened around them wasn't.
Coaching meant managers scrubbing through recordings to find the moment that mattered. GTM insights were anecdotal - "I heard a few customers say..." rather than something the team could point to in the data. And the context built up during a sales cycle didn't reliably make it to the customer success team that took over at handoff.
By making Garba the layer across their go-to-market team - sales, customer success, marketing, onboarding - every conversation lands in one place, structured and searchable. Calls are captured in every language the team sells in, deals are scored against Omnium's own playbook, and anyone can ask a question across the full pipeline and get an answer grounded in what was actually said.
Walks in prepared
Garba sends an automatic prep email before each call - the relevant context on the account and the deal, ready before Andreas walks in.
Nothing falls through the cracks
Follow-up emails drafted automatically after every meeting, and a summary in his inbox when the call ends - so commitments don't get lost.
Coaches against SPICED
Garba checks that Andreas and the team are following SPICED on every deal, turning a framework on a slide into something the team actually runs.
Builds the business case
Business cases assembled directly from transcripts, emails and documentation - the buyer-facing argument, drawn from what was actually said across the deal.
Carries deals through handoffs
When a deal moves between people or teams, Garba builds the handover document from the transcripts and emails - so context survives the transition intact.
Works in three languages at once
English, Norwegian and Swedish in the same meeting - common at Omnium. Garba handles the mix without anyone switching anything on.
Changing the way revenue is run
Marketing uses Garba to build better customer cases — grounded in what customers actually said on calls, not a marketer's paraphrase. Onboarding leans on it too: new hires learn from the best real recordings, shared as teaching examples, instead of abstract training decks. And for Andreas, the payoff that matters most is at the top. With full visibility into every ongoing deal, forecasting to leadership and the board rests on real ground - not rep optimism and gut feel. The same conversations that save a rep an afternoon give the leadership team a forecast they can stand behind.
Andreas Sjölund
CRO, Omnium
The clearest signal was adoption. Garba spread across the go-to-market team without a mandate - because the rep-facing value was immediate and personal. The admin handled, the follow-ups drafted, the self-scoring against the playbook: value the rep feels on day one, not a reporting tool imposed from above.
The playbook self-scoring became a favourite. Reps could see, objectively, how a call went against the team's framework - feedback from the system rather than a person, which lands differently and lands faster.
The payoff shows up at every level. Reps got their afternoons back. Deal context survives every handoff to customer success intact. Marketing builds customer cases from what customers actually said. And forecasting to the board rests on the full pipeline, read directly from the conversations - not rep optimism and gut feel.
3
languages in the same meeting, handled without setup
100%
of GTM calls captured and on the record
Every handoff
with the full deal history attached