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
#37 AI Strategy vs AI Activity: What CMOs Actually Know with Dorothea Gam, Mouseflow
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Most marketing teams feel behind on AI. Dorothea Gam thinks that feeling is mostly wrong, and that the real risk is moving fast without thinking clearly.
In this episode of Frenemies, Julia sits down with Dorothea Gamm, CMO at Mouseflow, a product analytics platform that sits very close to real customer behavior data. Dorothea has been at the forefront of integrating AI into Mouseflow's marketing function and recently led roundtables on AI in marketing at SaaSiest.
This conversation is practical, honest, and grounded in what's actually working — not what sounds good on a panel.
Topics covered in this episode:
- Why most companies have AI activity, not an AI strategy, and why that's okay for now
- The "chill pill" take: why you're probably not as behind on AI as you think
- How to start with AI when your data foundation isn't perfect yet
- Why Claude is transforming how marketing teams work with data in real time
- The death of MQL scoring, and the shift to signal-based intent
- How AI is changing the collaboration between sales, marketing and product
- Where human judgment still matters most in marketing decisions
- Why your competitors have access to the same AI tools
Follow Dorothea Gam on LinkedIn
Learn more about Mouseflow
