Welcome to X:30, where digital leaders like you get the insights they need without the fluff. In just 30 minutes, we break down the complexities of tomorrow’s technologies into actionable strategies you can use today. If you’re making big decisions in eCommerce, marketing or digital strategy, X:30 is your go-to for staying ahead. No jargon, just straight talk that keeps you in the know.
Humans of Youwe: Rowan Smith on RevOps, AI, and the sales and marketing divide
Is the rivalry between sales and marketing real, or just a measurement problem? Rowan Smith, Head of Revenue Operations at Youwe, argues it's the latter.
In this episode of Humans of Youwe, host Helene sits down with Rowan to unpack what RevOps really means and why one number, revenue, should tie the whole funnel together. He came up through sales, which gives some weight to his line that "activity for activity's sake is a crutch teams hide behind."
They also get into AI in B2B: where the effort is being wasted, why organisations that run in silos end up buying tools that run in silos, and how AI earns its place as a force multiplier for people who already know their craft. Plus value-based selling, price transparency between B2B and B2C, and what everyday consumers are starting to notice about the data companies sitting behind the products they buy.
Rowan closes on a simple ask: work out who you depend on, and look after them.
In this episode:
What Revenue Operations really means
Why the sales and marketing rivalry is a measurement problem
Revenue as the one number every team should share
Where B2B is wasting effort on AI
AI as a force multiplier, not a replacement
Value-based selling and price transparency
19 Mar 2026
Humans of Youwe: Diana, CFO, on people-first leadership, AI in finance, and breaking the mould
In this episode, Helene sits down with Diana van Lambalgen, CFO at Youwe.
Diana shares why she started her role by focusing on people before touching a single process, how Youwe replaced a €40,000 accountant quote with four hours of AI-assisted work, and why she believes finance teams should stop being "the silent people in the corner."
She also opens up about being a woman in a male-dominated executive space, the challenge of finding female role models in finance, and how she balances an executive MBA, painting, and yoga while steering a multi-country agency.
Topics covered:
Redefining the CFO role beyond numbers
AI in financial reporting
Building stability without sacrificing innovation
Women in finance leadership
Work-life balance as a senior executive
26 Feb 2026
Humans of Youwe: Tjitte, Chief Growth Officer on AI, the Future of Digital and Finding the Middle Ground
What does a Chief Growth Officer actually do (hint: it doesn't have much to do with spreadsheets)?
In this episode, Helene sits down with Youwe’s Chief Growth Officer, Tjitte, to explore what growth in digital really means in 2026. We chat about the flattening of eCommerce hype to the real value of AI in day-to-day operations.
We talk about:
Why “innovation” is often misunderstood
Where AI genuinely adds value today and where it doesn’t
The shift from growth in headcount to growth in impact
Why end-to-end AI ownership still isn’t fully there (yet)
The future of hyper-personalised digital environments
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