Frenemies - Where growth meets reality

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

Most go-to-market playbooks are built for 30–90 day sales cycles. What happens when yours runs 1–2 years?

In this episode of Frenemies, Julia sits down with Josephine Kleiner, Head of Sales at Vitus Cloud, a scale-up selling data management infrastructure into the construction industry. A complex, relationship-driven, and traditionally slow-to-adopt market where trust takes years to build, and the standard SaaS playbook fails fast.

Josephine shares how she approaches pipeline, experimentation, and alignment in a world where revenue is always further down the road than you'd like - and why protecting your ICP might be the most important growth decision you make.

Topics covered in this episode:

• Why the standard SaaS go-to-market playbook breaks in complex industries
• How to manage pipeline when sales cycles run 1–2 years
• The leading indicators that matter before revenue shows up
• How Vitus built OnSight, a full go-to-market program that started as a 3-person experiment
• Why bad-fit customers aren't just a churn problem, they're a growth problem
• Balancing quantitative data with relationship-driven insight
• What construction can teach every B2B team about trust, patience, and staying top of mind

Follow Josephine Kleiner on LinkedIn 

Learn more about Vitus Cloud

Read the OnSight 2026 Status Report

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

AI isn't just changing products - it's changing how companies build, grow, and compete. In this episode of Frenemies, Julia sits down with Michael Heiberg, CEO of Ocean.io, to explore how AI is fundamentally reshaping product development, go-to-market strategy, and company growth.

From AI-driven productivity gains in engineering to the shift toward LLMs as the new user interface, Michael shares how Ocean is navigating rapid innovation and what it takes to stay ahead in a market that’s evolving faster than ever. 

A pattern that often comes up when working with B2B teams: companies focus heavily on building and shipping, but far fewer rethink how their product, pricing, and GTM model need to evolve alongside AI.

We dive into:

•  Why AI is shifting SaaS from UI-driven products to infrastructure and APIs
• The move from seat-based to consumption-based pricing
• What it really takes to expand into the US market
• How to build brand and demand through LinkedIn and PLG
• The tension between speed, innovation, and sustainable company growth

Follow Michael Heiberg on LinkedIn

Check out ocean.io

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

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