Marcus Norrving
CEO & co-founder at Garba · Updated August 2026
Both tools automate CRM updates and coaching from call data. They differ on how much you're taking on. Garba is a focused sales tool that runs in days and is built so reps adopt it without being asked to. Airspeed — formerly Glyphic — is a revenue execution platform: AI agents across the pipeline, forecasting from conversation data, and a forward-deployed RevOps analyst who configures it to how you sell.
Choose Garba if you want CRM hygiene, follow-ups and coaching handled quickly, with EU processing as the default.
Choose Airspeed if you want agents running continuously across the pipeline rather than only after calls, if forecasting from conversation evidence is the point, or if you'd rather have an analyst build it than build it yourself.
Garba
Garba is a sales-native AI platform, built in Malmö for European revenue teams. It captures every call, email and meeting, writes the deal context into your CRM at field level, drafts the follow-up as the call ends, and scores the conversation against your playbook — with 100% of customer data processed in the EU by default.
Airspeed
Airspeed, formerly Glyphic, is a revenue execution platform founded by researchers from Google DeepMind and Apple. It records calls, updates the CRM, scores MEDDIC, BANT and SPICED, and runs dedicated AI agents for deals, insights, outbound and coaching — with a forward-deployed RevOps analyst included in the plan.
Both are sales-native AI platforms that write to the CRM without rep entry. The overlap is the whole post-call workflow; the divergence is how far past it each one goes.
CRM updates written automatically from the conversation, into HubSpot and Salesforce.
Scoring against sales methodologies — MEDDIC and BANT on both sides.
Follow-ups and pre-call preparation generated from the deal's own history.
An MCP server and API for teams wiring sales data into their own tooling.
| Attribute | Garba | Airspeed |
|---|---|---|
| Best for | European sales teams, roughly 5–100 reps, that need adoption fast | RevOps-led teams rebuilding revenue operations around AI agents |
| Scope | The post-call workflow, done thoroughly | The revenue cycle — Deal, Insights, Outbound and Coaching agents |
| EU data residency | Default. 100% processed in the EU, nothing to configure | Not published. SOC 2 Type 1 and HIPAA are what's listed — confirm before signing |
| CRM auto-fill | Field-level from every conversation — no rep data entry | Zero manual entry into HubSpot and Salesforce, with MEDDIC/BANT/SPICED scoring |
| Forecasting | Pipeline risk signals from conversations, not a forecasting layer | AI forecasts from call evidence, deal velocity and MEDDIC completeness — deeper here |
| Onboarding model | Self-serve. Connect the CRM and the meeting platform | A forward-deployed RevOps analyst configures it to your motion |
| Time to running | Days | Weeks, including analyst onboarding |
| Pricing | Custom | From ~$5K/yr per their own materials |
Scope — Airspeed's strongest card
Garba
Garba automates the work that follows a conversation: the CRM written, the follow-up drafted, the call scored, the risk surfaced. It's deliberately narrow. There are no agents to configure and no pipeline architecture to redesign, which is why it's running in days.
Airspeed
Airspeed runs dedicated agents across the revenue lifecycle — Deal for pipeline risk and context, Insights for win/loss patterns, Outbound for pipeline generation, Coaching for scorecards, ramp paths and onboarding. They monitor continuously and act inside configured guardrails: flagging risk, drafting outreach, posting to Slack.
That is straightforwardly more than we do. If you want AI working the pipeline all week rather than only after calls, that's the honest reason to choose them.
Forecasting
Garba
Garba surfaces deal signals and pipeline risk from conversations — what's qualified, what's stalling, what's at risk. What it doesn't ship is a dedicated forecasting layer.
Airspeed
Airspeed builds forecasts from call evidence, buyer behaviour, deal velocity and MEDDIC completeness rather than from CRM stage alone — answering "will this close?" with what was said rather than what was logged. If forecast accuracy is the problem you're solving, evaluate them.
Who configures it
Garba
Garba is self-serve by design. Connect your meeting platform and CRM and it works on the next call. Nobody has to be scheduled, and the value doesn't depend on someone having tuned it correctly first.
Airspeed
Every Airspeed plan includes a forward-deployed RevOps analyst who configures the platform to your sales motion — building the playbooks, setting up the scorecards, tuning the agents. For a team without in-house RevOps that is a real advantage, and it's a genuinely different model from buying software.
The trade-off is that it isn't self-serve. Deployment runs in weeks, and how well it lands depends on how well the analyst maps it to the way reps actually work.
GDPR and data residency
Garba
Garba processes 100% of customer data in the EU by default, with a DPA as standard. Garba AI AB is a Swedish company operating from Malmö.
Airspeed
Airspeed's published compliance is SOC 2 Type 1 and HIPAA. We can't find a stated data location, so treat it as not published rather than absent — ask them directly and get the answer into the DPA if EU processing is a requirement for you.
Price and fit
Garba
Garba's pricing is custom. The reference point: BIMobject replaced their Gong contract at roughly a third of what they had been paying.
For a ten-person sales team, we think we're the better fit — the scope and the analyst-led model that make Airspeed strong for a RevOps-led org are more than a small team needs.
Airspeed
Airspeed's own materials put entry at around $5,000 a year, including the RevOps analyst. Treat that as their published figure rather than a quote, and note that the analyst is bundled — you're buying a service alongside the software, which is part of why the scope suits larger, RevOps-led organisations.
“The whole CS team now sits on a goldmine: every conversation we've ever had with every customer. When competitors came knocking with cheaper pricing, we didn't blink.”
Philip Simon
Head of Customer Success, Rule
“With our previous tool, my reps felt monitored more than they felt helped. With Garba, the experience is completely different — and the company wins too. ”
Philip Heyman
Head of Customer Success, Ebbot
“Garba saves my sales reps 6-8 hours per week - call notes, CRM sync, follow-ups, all automated. I've even handed off coaching to Garba and just check in 5 minutes daily.”
Andrew Goodwin
VP Sales, Ataraxia Sales
Choose Garba when — EU processing has to be the default; you need it running in days; rep adoption is the thing that failed before; CRM hygiene, coaching and follow-ups are the core need; you're roughly 5–100 reps.
Choose Airspeed when — you want AI agents running continuously across the pipeline; forecasting from conversation data is a priority; you want (or lack) RevOps support and would rather an analyst built it; you're prepared for a revenue-operations rebuild rather than a tool purchase.
Airspeed's published compliance is SOC 2 Type 1 and HIPAA; we can't find a stated data location on their materials. That means it isn't published, not that it doesn't exist. If EU data residency is a requirement, ask Airspeed directly and get the answer into the DPA before signing.
Yes. Garba processes 100% of customer data within the EU by default, with nothing to configure, and a Data Processing Agreement is provided as standard. Garba AI AB is a Swedish company based in Malmö.
Airspeed's own materials put entry at around $5,000 per year, with a forward-deployed RevOps analyst included — so part of what you're buying is a service, not just software. Garba's pricing is custom; the reference we can point to is BIMobject, who replaced their Gong contract at roughly one-third of what they had been paying. Treat both as reported rather than quoted.
Garba, in our view. Airspeed's scope, analyst-led onboarding and agent configuration are built for larger RevOps-driven organisations, and a ten-person team generally gets value faster from a focused tool that runs in days without a consultant in the loop. If that team specifically needs continuous pipeline agents or conversation-based forecasting, the calculus changes.
A revenue execution platform, formerly called Glyphic, founded by researchers from Google DeepMind and Apple. It records calls, updates the CRM, scores MEDDIC, BANT and SPICED, and runs dedicated AI agents for deals, insights, outbound and coaching, with a forward-deployed RevOps analyst included in the plan.
Both cover Gong's core use cases — call capture, CRM updates, coaching and follow-up automation. Garba has a documented direct replacement: BIMobject moved their revenue team off Gong and reached adoption in week one. Airspeed positions against Gong on price, though the figures in that comparison are theirs, so check them rather than taking ours or anyone else's summary of them.
Marcus Norrving
CEO & co-founder at Garba
Co-founded Garba after helping build Notified, the PR and investor-communications platform acquired by West Corp in 2019 - hiring the reps, running the pipeline, and writing the 9pm follow-ups. Started Garba in Malmö the moment AI could do that work instead of just recording it.
We compete with Airspeed. Their certifications and entry price here come from their own materials, and we have flagged where those are their claims rather than independent facts. Something out of date or wrong? Email support@garba.ai and we will correct it.
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