How Vend streamlines media sales with goTom

Vend, formerly Schibsted Marketplaces, is a leading Nordic digital marketplace known for its innovative classifieds and advertising solutions. In 2024, faced with the challenge of managing digital ad workflows across four countries with different systems, Vend sought a scalable, integrated, and agile order management system to support a major organizational restructure. After a thorough evaluation, Vend chose goTom, going live in September 2024 and quickly achieving full operational status. 

Here’s how Vend laid the groundwork for a more streamlined ad sales infrastructure across the Nordics by optimizing workflows, boosting efficiency, and enhancing client experience with goTom.

Vend’s search for a new OMS was driven by a clear set of criteria: the solution had to be proven in the field, seamlessly integrate with their existing tech stack, and support agile workflows across multiple markets. In the words of Sebastian Lindberg, Head of Ad Operations at Vend: 

Beyond the technology itself, Vend valued goTom’s structured, transparent onboarding process and collaborative approach. As Lindberg points out, the onboarding was already clearly mapped out during the tendering phase, ensuring a smooth and well-planned rollout that respected their tight schedules and unique requirements.

From the start, the collaboration proved hands-on, agile, and aligned with Vend’s working culture. “The ongoing collaboration has been as tight and agile as we had hoped for,” Lindberg notes – a crucial factor for staying aligned across markets and teams.

The introduction of goTom at Vend was a key driver of a broader organizational transformation, enabling the company to work more efficiently, integrate systems seamlessly, and deliver greater value to clients. By consolidating multiple tools and automating crucial steps, the platform freed up operational capacity, allowing teams to focus less on repetitive tasks and more on campaign optimization and strategic planning. As Lindberg puts it, “Plain and simple: we achieve the same – or even more – with less operational overhead.”

Seamless connections with existing CRM and ERP systems were equally important. goTom’s open, flexible architecture handled complex integrations smoothly, acting as middleware between ad servers, CRM, ERP, and reporting tools. This ensures real-time data syncing, reduces errors, and streamlines campaign execution – keeping teams aligned and better informed.

These improvements also extend directly to Vend’s advertisers. Clients now benefit from live reporting links with real-time insights, unified offer templates for consistent branding, and automated syncing that minimizes delays and manual errors. The result is faster, clearer, and more reliable communication – and a stronger foundation for scalable growth.

Vend’s journey with goTom demonstrates how a flexible, integration-friendly OMS enables large, decentralized organizations to achieve operational excellence. The partnership has modernized Vend’s tech stack, reduced complexity, and improved experiences for both teams and clients.

“With goTom, we’ve been able to merge four separate countries into one OMS ecosystem. This enables our goals of streamlining processes and ways of working – while not sacrificing, but increasing the quality we put out to the customers,” Lindberg concludes.

As goTom’s first client in the Nordics, Vend has helped shape the product with valuable insights and real-world feedback – a partnership built on transparency, trust, and continuous improvement.