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