#9 Garba Builds the Sales Hire, Not the Dashboard | Marcus Norrving

Every CRM is retrofitting agents into software that was never designed for them. Marcus Norrving started Garba clean and still threw out his first six months of work.

Marcus built his first company, Notified, in Malmö and sold it in 2019. He got back into sales software in late 2023, when note takers could summarize a single call but nothing connected the whole sales process. Garba is named after Martin Garbaczyk, a sales lead from Notified who ran the Stockholm office and told everyone exactly which deals they were wasting time on.

The product pulls meetings, emails and calls into one view of each deal, then runs agents on it for follow-ups, CRM updates and deal reviews. The first version was built like traditional SaaS, dashboard and all. They scrapped it for something that works inside Slack or Claude, wherever the seller already is. He wants every output traceable back to the emails and calls behind it, because nobody trusts what they cannot click back to.

About podcast:Building Agentic Experiences is the podcast for founders and product leaders navigating the shift from AI features to autonomous agents. Hosted by Tapio Haaja (CCO) and Joni Juup (CDO) of Intentface. New episodes monthly.