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
#32 How AI Is Reshaping Growth and Go-To-Market with Michael Heiberg
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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 APIs
- The move from seat-based to consumption-based pricing
- What it really takes to expand into the US market
- How to build brand and demand through LinkedIn and PLG
- The tension between speed, innovation, and sustainable company growth
Follow Michael Heiberg on LinkedIn
Check out ocean.io
