Data Doesn't Create Alignment with Lars Grønnegaard, Dreamdata

I think there is this beautiful connection because one of the things that I find in attribution, but especially also in alignment, which is one of the core reasons Frenemies was created, the alignment between sales and marketing and now looking broader and bringing product into it and rather this gap between growth and reality is is the human point.

So I experienced lots of sales and marketing teams that with, for example, dream data or other solutions and the transparency that digital solutions bring to customer journeys and attribution and so on, still don't act on the data together.

So how do you see that both in your founding story, of course, which connects that human element of not only solving a problem, but of course, also working with the people you want to work with, but especially so in the attribution problem?

Yeah, I think fundamentally, you definitely need the data.

So you need to bring the data together.

But in the end, that's not really going to help if the people don't want to work together.

So the data, like, there's a lot of things you can't do if you don't sort of do this holistic data model where you stitch all the data together.

There are many things you can do, like attribution, lots of nice, like, activation plays, like a million things that you want to do.

But I think all of it doesn't really matter unless the people want to work together.

So the data doesn't solve that.

If the marketing team, I'll not speak too much about the product team because that was fundamentally, that was a big thing for me at Trustpilot, but in this company, our product doesn't really solve for this PLG.

We are more about sort of marketing, sales, collaboration.

But if the teams don't want to work together, if they don't share a culture, if they don't believe in each other, then the data is not really going to solve a lot, right? Then you're just going to use the data to beat each other up with, and that's probably just making the problem bigger, right?

Yes, it is also coming from a leadership point of view, right? But bringing the specific data point into it, in the cases you're seeing in your customers, but also from your own experience from Dream Data, do you see this disalignment and attribution problem as a data problem or as a trust problem?

So...

I think it's all about the people first.

And then the data can help a lot if you agree that it makes sense to work together.

And if you like from the sales side, you agree that marketing is actually bringing value to the sales process.

And also from the marketing side, you recognize that maybe One of your top goals should be to enable the sales team and make them successful and sell a lot.

So if you have that agreement, and maybe also you have, I think also it helps to have a fundamental agreement about what is the go-to-market motion of the company.

So are we, say, a marketing-led company? Are we a sales-led company? Some can be a product-led company.

Are we... inbound driven? How do we view outbound? So having a view on what is the go-to-market motion of the company, I think helps a lot.

And everybody is aligned on that and saying, hey, look, we are this type of company.

And that also means sometimes you can say, well, we're an inbound company, but we'd actually like to learn how to do outbound because then Sales can sell more and we are all going to be more successful.

So if we can add a big outbound component to our go-to-market motion, it would be good for us.