---
type: podcast-episode
slug: 09-marcus-norrving-garba
number: 9
title: 'Garba Builds the Sales Hire, Not the Dashboard'
guestName: Marcus Norrving
guestTitle: Co-founder & CEO
guestLinkedin: 'https://www.linkedin.com/in/marcusnorrving/'
guestCompany: Garba
guestCompanyUrl: 'https://garba.ai/'
guestBio: >
  Marcus Norrving is co-founder and CEO of Garba, an AI sales platform that
  pulls meetings, emails and calls into one view of each deal and runs agents on
  top of it for follow-ups, CRM updates and deal reviews. He built his first
  company, Notified, in Malmö and sold it in 2019, then returned to sales
  software in late 2023.
hosts:
  - slug: joni-juup
  - slug: tapio-haaja
summary: >-
  Marcus Norrving sold his first company, Notified, then built Garba to put
  agents on top of legacy CRMs. It pulls meetings, emails and calls into one
  view of each deal and runs follow-ups, CRM updates and deal reviews. The first
  six months were traditional SaaS with a dashboard. They scrapped it for Slack
  and Claude, where sellers already work.
hook: >-
  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.
youtubeId: z_7mEfSTTkU
spotifyUrl: 'https://open.spotify.com/episode/7y5j7UuXLSMpRPfbWLT4hR'
appleUrl: >-
  https://podcasts.apple.com/fi/podcast/building-agentic-experiences/id1886740996?i=1000800020449
duration: '48:41'
publishedAt: '2026-11-05'
updatedAt: '2026-11-05'
chapters:
  - time: '00:00'
    label: Garba's Genesis
  - time: '06:40'
    label: Garba's Core Purpose
  - time: '13:26'
    label: Building AI Software
  - time: '25:56'
    label: Market and European Focus
  - time: '35:27'
    label: AI's Future Impact
---

Marcus Norrving built Notified in Malmö, sold it in 2019, and spent years watching sales teams drown in disconnected tools. When note takers arrived in 2023 and could summarise a single call but nothing connected the whole sales process, he saw the gap and started Garba.

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 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.

Marcus wants every output traceable back to the emails and calls behind it. Nobody trusts what they cannot click back to.