InStream Group launches Poland's Sales House model for B2B

Polish lead generation company InStream Group has announced that it is becoming a Sales House, which it describes as the first of its kind in Poland and worldwide. The model borrows from software houses: instead of hiring a team, a client rents a ready-made sales function.

According to the company, the service combines lead generation, sales consulting, CRM implementation and AI-based sales enablement. It covers the whole funnel, from market analysis and demand building to reaching customers, booking meetings, running the sales process and preparing salespeople. Clients can outsource the entire funnel or only the stages they do not want to build themselves. Their own salespeople stay in place, but take over prepared prospects and focus on closing deals.

Why sales is in demand

The announcement rests on two trends. The first is the rise of the GTM (Go-to-Market) Engineer, a role that blends sales, marketing and data analysis and uses AI at every stage. US firm Clay, which promotes the role, raised $100 million in August 2025 at a $3.1 billion valuation. It says there are more than 280 openings for the position, at companies such as Cursor, Notion and Webflow, with a median US salary of around $160,000 a year. According to a June 2026 GTMnow compilation, sales accounts for about 20 percent of all open roles at Anthropic, more than any other department.

The second trend is that AI-assisted coding is shrinking technological advantage. A feature built over six months can be copied in days, so the competitive burden shifts to sales and marketing. Tech companies founded by engineers often lack that expertise, and specialists with real GTM skills are scarce.

The company behind it

InStream Group has operated for over 10 years and calls itself the oldest active player in Polish lead generation. It says it has supported more than 1,700 companies, and that over 70 specialists now work monthly for more than 200 clients, from manufacturers to startups.

"We combine lead generation, sales consulting, CRM implementations and AI-based sales enablement into one service," said CEO Filip Duszczak. The company argues that Poland, which has around 400,000 developers according to the Polish Development Fund, can repeat its software house success in sales. It also acknowledges the model is not for everyone, as some firms have the time and budget to build these skills in-house.