Frenemies - Where Sales and Marketing Talk
Welcome to Frenemies - the podcast where Sales and Marketing talk. Julia Hartwig believes that the B2B system is broken and that Sales and Marketing don't have to be Frenemies. That's why she sits down once a week to uncover how Sales and Marketing can be more aligned, how to create impactful campaigns, and industry news.
Frenemies - Where Sales and Marketing Talk
#31 Rethinking Go-To-Market with Jennifer Montague
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
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
Listen to the Marketing Corner podcast
