Frenemies - Where Sales and Marketing Talk

Most B2B companies think attribution is a data problem. Lars Grønnegaard thinks it's a people problem, and the data just makes that clearer. In this season finale of Frenemies, Julia sits down with Lars Grønnegaard, Co-founder and CPO of Dreamdata, a B2B revenue attribution platform that connects marketing, sales, and product data to show companies what's actually driving their pipeline. Lars co-founded Dreamdata after experiencing the attribution problem firsthand at Trustpilot, where nobody knew where customers actually came from despite having more data than they could handle. This is the second Dreamdata perspective on Frenemies after their head of sales joining the show previously focusing on sales and marketing alignment.  Topics covered in this season finale: Why Dreamdata was founded Why attribution is fundamentally a people problem, not a data problem How to tell if you're using attribution to actually improve your business Why most teams are still flying blind in 2026 What the CPO sees that the CMO and CCO don't Where AI is genuinely moving the needle in product development The Times Square billboard that nobody saw and what it taught Lars about smart marketing Why LLMs are supercharging the wrong go-to-market motions "Data closes the measurement gap, but not the alignment gap"  Follow Lars Grønnegaard on LinkedIn Learn more about Dreamdata 

Most B2B companies are drowning in signals right now. The question is whether they can tell which ones actually matter. In this episode of Frenemies, Julia sits down with Jillian Als, CMO of Leadfeeder: a platform that identifies who is visiting your website before a buyer has raised their hand. Jillian recently led Leadfeeder through a full rebrand from Dealfront back to Leadfeeder, published a major study on AI adoption across Europe, and is navigating the shift in B2B buyer behavior in real time. This is one of the most commercially honest conversations we've had on Frenemies. No fluff; just what's actually working and where reality is falling short. Topics covered in this episode: Denmark leads Europe in AI adoption: what that means commercially for B2B companies Why the dark funnel is getting darker as buyers research through LLMs How Leadfeeder rebuilt its go-to-market motion around PLG What Jillian learned leading a full rebrand across multiple markets and languages Why Germany wants the demo even when you're trying to run a product-led motion Events strategy: glow sticks, gamification, and thought leadership Who owns the intent signal: marketing, sales or RevOps? Why indecision is the biggest barrier to growth right now  "Signal over noise": what that means in practice for every B2B GTM team  European AI Adoption Rankings 2026 Visit Jillian Als on LinkedIn

Most founder-led companies treat ICP as a demographic checklist. Joris van Kappen thinks that's where growth goes wrong. In this episode of Frenemies, Julia sits down with Joris van Kappen, founder of Accelor Hub, who has spent his career building, buying and selling companies before becoming a GTM consultant for founder-led B2B scale-ups between €1M and €10M ARR. His work sits at the intersection of ICP discipline, positioning and what it actually takes to make a commercial function work in practice. This is a peer conversation between two practitioners who work in overlapping territory, and it gets honest about where founder-led GTM most often breaks down. Topics covered in this episode: Why ICP is a strategic filter, not a demographic checklist, and how to operationalize it The shared meaning problem: why everyone in the company has a different definition of the ICP How to score and bucket prospects so sales, marketing, and CS are all working from the same source of truth What happens when the founder's mental model never gets downloaded into the organization Why scaling is not linear, and what S-curves actually mean for go-to-market strategy The difference between winning customers and winning with customers "Excel always works like that. Reality doesn't."  Follow Joris van Kappen on LinkedIn Learn more about Accelor Hub 

Most marketing teams feel behind on AI. Dorothea Gam thinks that feeling is mostly wrong, and that the real risk is moving fast without thinking clearly. In this episode of Frenemies, Julia sits down with Dorothea Gamm, CMO at Mouseflow, a product analytics platform that sits very close to real customer behavior data. Dorothea has been at the forefront of integrating AI into Mouseflow's marketing function and recently led roundtables on AI in marketing at SaaSiest. This conversation is practical, honest, and grounded in what's actually working — not what sounds good on a panel. Topics covered in this episode: Why most companies have AI activity, not an AI strategy, and why that's okay for now The "chill pill" take: why you're probably not as behind on AI as you think How to start with AI when your data foundation isn't perfect yet Why Claude is transforming how marketing teams work with data in real time The death of MQL scoring, and the shift to signal-based intent How AI is changing the collaboration between sales, marketing and product Where human judgment still matters most in marketing decisions Why your competitors have access to the same AI tools Follow Dorothea Gam on LinkedIn  Learn more about Mouseflow

Most SaaS companies built their economics on a simple truth: the cost to serve the next customer is practically zero. AI is changing that and most companies don't see it coming. In this episode of Frenemies, Julia sits down with Roee Hartuv, Senior Pricing Advisor and Go-to-market expert at Willingness2Pay. Roee works with SaaS companies navigating one of the most urgent commercial challenges of the AI transition: when the underlying cost structure changes, your pricing model, go-to-market strategy, and cross-functional alignment must change with it. Topics covered in this episode: Why seat-based pricing breaks down when AI enters the product The AI cost blindspot: most SaaS companies have no visibility on per-customer AI costs Why consumption-based pricing aligns revenue and cost in a way seats never can The growth team concept, and why it's the best cross-functional answer to GTM speed Why PLG companies are better equipped for the AI transition than traditional SaaS What agile go-to-market actually looks like in practice "AI is going to eat software", and what that means for your business model right now Follow Roee Hartuv on LinkedIn  Learn more about Willingness2Pay

In this episode of Frenemies - where growth meets reality, I’m joined by Adam Holgren to unpack what actually drives growth in modern B2B and where many companies still get it wrong. We talk about the shift from product-led differentiation to brand and narrative, why “demand generation” might be misunderstood, and how attribution fits into a reality where buyer journeys are anything but linear. From crowded markets to long sales cycles, this conversation explores the gap between how growth is planned and how it actually plays out in practice. Topics we cover:  Why the best product doesn’t win in crowded markets   The role of brand, narrative, and voice in modern B2B   Why “demand generation” might be the wrong way to think about demand   The difference between demand capture and staying top of mind   Attribution in B2B: what it can (and can’t) tell you   Why most companies still rely on flawed measurement models   Long buyer journeys and what they mean for marketing strategy   How to balance short-term results with long-term growth  Links & Resources:  Connect with Adam Holgren on LinkedIn   Learn more about Fibbler   Follow Adam Holgren on YouTube

Community is often treated as a marketing initiative. In reality, it’s much bigger than that. In this episode of Frenemies, I sit down with MC Silver, Head of Community & Events at Zensai and co-lead of Women of SaaS, to unpack why community is becoming a key driver across the entire B2B go-to-market motion. We talk about what companies are getting wrong, why community is often misunderstood, and how it connects marketing, sales, and customer success in a way most teams aren’t set up for. From internal alignment to external impact, this conversation challenges the idea that growth is just about acquisition - and explores what it really takes to build trust, retention, and long-term value. In this episode, we cover:  Why community is more than a marketing channel   The shift from acquisition → retention and expansion   How the community acts as the “glue” across the full customer journey   Why internal community and alignment come first   The role of LinkedIn, thought leadership, and influencer marketing in B2B   Why smaller, curated experiences are becoming more valuable   How to think about community as a long-term growth strategy Join Women of SaaS Follow MC Silfer on LinkedIn Visit Zensai's Website

It's time to rethink Go-to-market and put the funnel to rest. In this episode of Frenemies, Julia sits down with Jennifer Montague, Senior Director of Go-To-Market at Verdane, to unpack what truly drives sustainable growth in B2B companies. Drawing on her experience in private equity and scaling SaaS businesses, Jennifer challenges the traditional funnel mindset and introduces the “bow tie” model, where growth doesn’t stop at acquisition but extends to retention, expansion, and customer advocacy.  Topics discussed in this episode: Why companies over-prioritize new customer acquisition How misaligned teams and poor data foundations hurt growth Why focusing on the right ICP is critical.  Jennifer also shares practical insights on aligning marketing, sales, CS, and product, improving CRM discipline, and using data (not opinions) to guide decisions.  From tackling CAC and churn to navigating leadership buy-in and organizational change, this episode is packed with actionable advice for founders and GTM leaders looking to build scalable, efficient, and truly aligned growth engines. Follow Jennifer Montague on LinkedIn Listen to the Marketing Corner podcast

We are close to the end of the year 2023 - time to get sh*t done! In this episode Julia talks about the facts and hacks to increase your productivity by improving your focus, prioritization, and consistency.  The topics discussed in this episode: What factors influence an individual's productivity? How do you improve your ability to focus? What are the best techniques to prioritize tasks? How do I keep my productivity at an even pace?

Burnout - we all have heard the term, but what does it actually mean and how do you spot it? On this episode Julia Hartwig is joined by Sally Clarke, a burnout expert, author, and keynote speaker. Together they dive into the first signs of a burnout, the symptoms, and the actions you should take when you are spotting the first signs. Find Sally Clarke on LinkedIn Find Sally's books here

Account-based Marketing or ABM - everybody talks about, but should everybody invest in ABM? On this episode of Frenemies the Demand Generation and ABM expert Casper Rouchmann joins Julia to give his insights on when you should invest in ABM, how to get started, and what you need to know.  The topics discussed in this episode: Defining the resources and personalization you can allocate to ABM The 3 types of ABM ICP mapping and account segments Why ABM is a long game How much personalization is needed to get started The ideal frequency of ABM campaigns The right metrics to measure ABM How to scale ABM activities Are ABM and ABS the same? Check out SparkForce - Full-service, channel-agnostic digital marketing solutions Check out the Marketing Corner podcast

Meetings - we all have them, and most likely way too many again. On this episode Julia Hartwig gives her insights on how to ensure that meetings are productive, efficient, and run just as long as needed. She goes through the 3 types of meetings (Recurring meetings, purpose meetings and brainstorms) and shares the guidelines she uses so that every participant gets the most out of meetings.

By now Julia Hartwig has recorded 25 episodes of Frenemies and interviewed 6 industry experts on the alignment between Sales and Marketing. On this episode Julia sums up what she has learned about Sales and Marketing alignment, why it is so important and the 4 building blocks of a strong alignment. She also talks about what she has personally learned in the first 25 episodes and gives an outlook on what is coming up on this season of Frenemies.  The topics discussed in this episode: Why Sales & Marketing alignment is importantSpending budgets more effectively Team & employee motivation Achieving business goals The 4 building blocks of Sales & Marketing alignmentCommunication Understanding Standardization Planning What Julia has personally learned through Frenemies You want to give feedback, have topic suggestions or would like to be a guest on Frenemies? Let us know at info@frenemies.nu

Stakeholder management - just a buzzword or a skill?  In episode 25 of Frenemies Julia Hartwig gives insights on how to excel at stakeholder management to progress in your role and career. Stakeholder management is a skill that is often underrated and yet extremely important in any kind of job, but even more so in B2B Sales and Marketing. Julia covers how to think of your day-to-day tasks and projects in a more strategic way by outlining all stakeholders and how to engage and manage relevant stakeholders effectively.  The topics discussed in this episode: How stakeholder management can help you progress in your career Exercise on how to view your stakeholder more strategically Engaging stakeholders effectively How to hold stakeholders accountable Managing stakeholder and their expectations Why evaluating project and stakeholder groups is important The skills you learn by focusing on stakeholder management

Sales and Marketing alignment is a passion topic for Laura Erdem, Sales leader at Dreamdata. That is why she joins Julia Hartwig for this episode to talk all about alignment. Where do you get started? Why should Sales care about alignment? How do you notice friction points? And most importantly: how do you prevent misalignment between Sales and Marketing?  The topics discussed in this episode: What are the building blocks of a strong alignment at Dreamdata Why Sales leaders should care about Marketing How Sales and Marketing can compromise to test initiatives What marketers should do to gather insights from Sales What sellers should do to increase the lead quality Follow Laura Erdem on LinkedIn here

Q4 just a few weeks away! Considering the general trends in the B2B industry this year Q4 is set to be a difficult one - budgets have been cut, the sales cycles are long, and the targets are high. On this episode of Frenemies Julia introduces a variety of initiatives for Marketing, Sales, Product, and Customer Success that actually create impact and can help you drive revenue in Q4 - and the upcoming year. The topics discussed in this episode: Fact check - The key stats for 2023 Why Q4 is tricky: Spray & pray vs. doubling down Initiatives to start aligning your Sales and Marketing Sales initiatives for Q4: The power of prospecting and technology Marketing initiatives for Q4 : Customer marketing, intent data, and lots of research Product initiatives for Q4: Enabling scalability Customer success initiatives for Q4: The sales to customer success handover

Too long; didn't listen edition: You didn't have time to listen to the full paid media deep dive? Listen to the key insights of Julia's paid media talk with Deivis Rupslaukis and learn how you choose paid media platforms, the difference between demand capture and demand creation, and most importantly: paid media tips any marketer should know.

Paid Media - the magic trick of B2B Marketing or just a standard tool to generate leads? In this episode of Frenemies Julia sits down with the Paid Media expert Deivis Rupslaukis to discuss how to create and execute a paid media strategy that generates revenue. Deivis is the founder of the paid media agency DERU Digital and has more than 7 years experience in digital marketing.  The topics discussed in this episode: The metrics you need to know to get started with paid media Creating a paid media strategy that drives revenue Choosing the right platform: where to invest and why Lead generation vs. Demand generation: how to prove the impact to leadership Paid media tips more people should know How to optimize your Google Ads setup Aligning paid media with Sales Follow Deivis on LinkedIn Sign up to the Weekly Paid Ads Highlights

The current market is an employers' market making the fight for the perfect B2B leadership role even more competitive. That's why Julia Hartwig is joined by the brilliant Jillian Als on this episode. Jillian is a skilled B2B Marketing leader with more than 15 years of experience, passionate about Sales and Marketing alignment,  and currently looking for new opportunities. She shares her insights and advice for finding the perfect job, how to spot red flags, who to meet in the interview process, and why staying true to yourself is so important. The topics discussed in this episode: How to get in contact with the right people How to navigate networking opportunities Case tasks in the application process Requirements and criteria for a job Stakeholders you need to meet in the application process The important questions you need to ask How to spot red flags and address them Personality tests: useful or a waste of time? Why it's important to stay true to yourself

Creating teams that sell - that is the goal of any B2B company. But how do you get there? To uncover this, Julia Hartwig is joined by Martin Nyvang Mariussen, Partner at Kvadrant Consulting and Co-author of the book "Teams that Sell", in this episode of Frenemies. The topics covered in this episode: B2B teams depend more on collaboration now than ever before Should Sales be an individual discipline or a team sport? The shift that needs to happen in targets and bonus setups to accommodate a team mentality Should Marketing get a bonus as well? How competitive personality types can collaborate Building trust to create teams that work together Creating a team that sells as a Sales Manager Difficulties SaaS companies face in scaling Sales and Marketing Why Marketing and Sales need to center around the buyer What makes teams high performing Find the book "Teams that Sell" here