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