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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
#31 Rethinking Go-To-Market with Jennifer Montague
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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 acquisition
- How misaligned teams and poor data foundations hurt growth
- Why 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
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