Welcome to Frenemies - the podcast where growth meets reality. Julia Hartwig believes that the B2B system is broken and that strategy and execution don't have to be disconnected. At the center of Frenemies stands one goal: uncovering the alignment trap most SaaS companies face within their go-to-market functions.
That's why Julia sits down with a guest every second week to uncover the key topics driving alignment and industry news.
#40 Data Doesn't Create Alignment with Lars Grønnegaard, Dreamdata
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...
9 Jul 2026
#39 Signal Over Noise with Jillian Als, Leadfeeder
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 rea...
25 Jun 2026
#38 ICP, Positioning and Scaling Reality with Joris van Kappen
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 ...
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Host of Frenemies - Where Sales and Marketing Talk?
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