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 thing that surprised us wasn't the time saved on admin — that we expected. It was that we could finally ask questions across the whole pipeline and get an honest answer. Risk, sentiment, what customers actually keep bringing up. That changed how we run our weekly reviews.”
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.
Omnium deployed Garba as a conversation intelligence layer across their go-to-market organisation. The premise was simple: stop asking the team to document, start reading the conversation directly — and let Garba handle the work that wraps around every call. What that looks like in practice, in Andreas's own day:
Walks in prepared
Garba sends an automatic prep email before each call — the relevant context on the account and the deal, ready before he 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 he and the team are following SPICED — Omnium's qualification method — 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.
And the economics made it easy.
Garba came in well below the previous Gong contract — the kind of difference that turns a finance conversation into a formality rather than a fight. More capability, lower cost: for a tool the whole team would actually use, that's a rare combination. 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. Where Gong had stalled, Garba landed across the team — partly because the rep-facing value (self-scoring, follow-ups, the admin handled) was immediate and personal, not just a manager's reporting tool.
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 clearest signal was adoption. Where Gong had stalled, Garba landed across the team — partly because the rep-facing value (self-scoring, follow-ups, the admin handled) was immediate and personal, not just a manager's reporting tool.
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.
Gong → Garba
Replaced their incumbent conversation-intelligence tool
~XX%
lower cost than the previous Gong contract
XX%
team adoption — where Gong had stalled