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"

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