Frenemies - Where growth meets reality
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.
Frenemies - Where growth meets reality
Latest Episodes
#36 When The Economics Change with Roee Hartuv
Most SaaS companies built their economics on a simple truth: the cost to serve the next customer is practically zero. AI is changing that and most companies don't see it coming.In this episode of Frenemies, Julia sits down with Roee Hart...
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#35 When the Playbook Doesn't Fit - Sales in Complex Markets with Josephine Kleiner
Most go-to-market playbooks are built for 30–90 day sales cycles. What happens when yours runs 1–2 years?In this episode of Frenemies, Julia sits down with Josephine Kleiner, Head of Sales at Vitus Cloud, a scale-up selling data manageme...
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#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 differentiatio...
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#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 ...
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#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...
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