Frenemies - Where growth meets reality

Julia Hartwig
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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.

  1. 6D AGO

    #34 Attribution, Demand, and Everything We Get Wrong About B2B Growth with Adam Holgren

    In this episode of Frenemies - where growth meets reality, I’m joined by Adam Holgren to unpack what actually drives growth in modern B2B and where many companies still get it wrong. We talk about the shift from product-led differentiation to brand and narrative, why “demand generation” might be misunderstood, and how attribution fits into a reality where buyer journeys are anything but linear. From crowded markets to long sales cycles, this conversation explores the gap between how growth is planned and how it actually plays out in practice. Topics we cover:  Why the best product doesn’t win in crowded markets  The role of brand, narrative, and voice in modern B2B  Why “demand generation” might be the wrong way to think about demand  The difference between demand capture and staying top of mind  Attribution in B2B: what it can (and can’t) tell you  Why most companies still rely on flawed measurement models  Long buyer journeys and what they mean for marketing strategy  How to balance short-term results with long-term growth Links & Resources:  Connect with Adam Holgren on LinkedIn  Learn more about Fibbler  Follow Adam Holgren on YouTube

    40 min

  2. APR 16

    #33 B2B Communities for Growth with MC Silfer

    Community is often treated as a marketing initiative. In reality, it’s much bigger than that. In this episode of Frenemies, I sit down with MC Silver, Head of Community & Events at Zensai and co-lead of Women of SaaS, to unpack why community is becoming a key driver across the entire B2B go-to-market motion. We talk about what companies are getting wrong, why community is often misunderstood, and how it connects marketing, sales, and customer success in a way most teams aren’t set up for. From internal alignment to external impact, this conversation challenges the idea that growth is just about acquisition - and explores what it really takes to build trust, retention, and long-term value. In this episode, we cover:  Why community is more than a marketing channel  The shift from acquisition → retention and expansion  How the community acts as the “glue” across the full customer journey  Why internal community and alignment come first  The role of LinkedIn, thought leadership, and influencer marketing in B2B  Why smaller, curated experiences are becoming more valuable  How to think about community as a long-term growth strategyJoin Women of SaaS Follow MC Silfer on LinkedIn Visit Zensai's Website

    43 min

  3. APR 2

    #32 How AI Is Reshaping Growth and Go-To-Market with Michael Heiberg

    AI isn't just changing products - it's changing how companies build, grow, and compete. In this episode of Frenemies, Julia sits down with Michael Heiberg, CEO of Ocean.io, to explore how AI is fundamentally reshaping product development, go-to-market strategy, and company growth. From AI-driven productivity gains in engineering to the shift toward LLMs as the new user interface, Michael shares how Ocean is navigating rapid innovation and what it takes to stay ahead in a market that’s evolving faster than ever.  A pattern that often comes up when working with B2B teams: companies focus heavily on building and shipping, but far fewer rethink how their product, pricing, and GTM model need to evolve alongside AI. We dive into:  Why AI is shifting SaaS from UI-driven products to infrastructure and APIsThe move from seat-based to consumption-based pricingWhat it really takes to expand into the US marketHow to build brand and demand through LinkedIn and PLGThe tension between speed, innovation, and sustainable company growthFollow Michael Heiberg on LinkedIn Check out ocean.io

    49 min

  4. MAR 19

    #31 Rethinking Go-To-Market with Jennifer Montague

    It's time to rethink Go-to-market and put the funnel to rest. In this episode of Frenemies, Julia sits down with Jennifer Montague, Senior Director of Go-To-Market at Verdane, to unpack what truly drives sustainable growth in B2B companies. Drawing on her experience in private equity and scaling SaaS businesses, Jennifer challenges the traditional funnel mindset and introduces the “bow tie” model, where growth doesn’t stop at acquisition but extends to retention, expansion, and customer advocacy.  Topics discussed in this episode: Why companies over-prioritize new customer acquisitionHow misaligned teams and poor data foundations hurt growthWhy focusing on the right ICP is critical. Jennifer also shares practical insights on aligning marketing, sales, CS, and product, improving CRM discipline, and using data (not opinions) to guide decisions.  From tackling CAC and churn to navigating leadership buy-in and organizational change, this episode is packed with actionable advice for founders and GTM leaders looking to build scalable, efficient, and truly aligned growth engines. Follow Jennifer Montague on LinkedIn Listen to the Marketing Corner podcast

    1 hr

  5. 11/20/2023

    #30 How to get sh*t done - Productivity hacks

    We are close to the end of the year 2023 - time to get sh*t done! In this episode Julia talks about the facts and hacks to increase your productivity by improving your focus, prioritization, and consistency.  The topics discussed in this episode: What factors influence an individual's productivity?How do you improve your ability to focus?What are the best techniques to prioritize tasks?How do I keep my productivity at an even pace?

    37 min

  6. 11/13/2023

    #29 Burnout Talk with Sally Clarke

    Burnout - we all have heard the term, but what does it actually mean and how do you spot it? On this episode Julia Hartwig is joined by Sally Clarke, a burnout expert, author, and keynote speaker. Together they dive into the first signs of a burnout, the symptoms, and the actions you should take when you are spotting the first signs. Find Sally Clarke on LinkedIn Find Sally's books here

    38 min

  7. 10/23/2023

    #28 ABM with Casper Rouchmann

    Account-based Marketing or ABM - everybody talks about, but should everybody invest in ABM? On this episode of Frenemies the Demand Generation and ABM expert Casper Rouchmann joins Julia to give his insights on when you should invest in ABM, how to get started, and what you need to know.  The topics discussed in this episode: Defining the resources and personalization you can allocate to ABMThe 3 types of ABMICP mapping and account segmentsWhy ABM is a long gameHow much personalization is needed to get startedThe ideal frequency of ABM campaignsThe right metrics to measure ABMHow to scale ABM activitiesAre ABM and ABS the same?Check out SparkForce - Full-service, channel-agnostic digital marketing solutions Check out the Marketing Corner podcast

    30 min

  8. 10/16/2023

    #27 Make meetings great again

    Meetings - we all have them, and most likely way too many again. On this episode Julia Hartwig gives her insights on how to ensure that meetings are productive, efficient, and run just as long as needed. She goes through the 3 types of meetings (Recurring meetings, purpose meetings and brainstorms) and shares the guidelines she uses so that every participant gets the most out of meetings.

    28 min
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About

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.

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