Data Doesn't Create Alignment with Lars Grønnegaard, Dreamdata

Most B2B companies think attribution is a data problem. But what if it’s actually a people problem and the data simply makes that clearer?

In this special episode of Attributed by Dreamdata, we’re sharing a conversation originally recorded for Frenemies – Where Growth Meets Reality, hosted by Julia Hartwig.

Julia sits down with Lars Grønnegaard Hansen, Co-founder and CPO of Dreamdata, to talk about why having better data doesn’t automatically create better alignment and what companies need to do differently.

Lars co-founded Dreamdata after experiencing the attribution problem firsthand at Trustpilot, where teams had more data than they could handle, yet still struggled to answer a seemingly simple question: Where are our customers actually coming from?

The conversation goes beyond attribution and into the bigger challenge of getting marketing, sales, product, and leadership to work from the same understanding of what drives growth.

In this episode:

• Why Dreamdata was founded
• Why attribution is fundamentally a people problem, not just a data problem
• How to tell whether you’re actually using attribution to improve the business
• Why many B2B teams are still flying blind in 2026
• What a CPO sees that a CMO or CCO might not
• Where AI is genuinely making a difference in product development
• The Times Square billboard nobody saw — and what it taught Lars about smart marketing
• Why LLMs may be supercharging the wrong go-to-market motions
• Why “data closes the measurement gap, but not the alignment gap”

Follow the conversation

👤 Follow Lars Grønnegaard Hansen on LinkedIn
https://www.linkedin.com/in/larsgroennegaard/

👤 Follow Julia Hartwig on LinkedIn
https://www.linkedin.com/in/hartwig-julia/

🎙️ Listen to Frenemies – Where Growth Meets Reality
https://frenemies.buzzsprout.com/

▶️ Watch Frenemies on YouTube

https://www.youtube.com/channel/UC6lzNb9GOhCpCtPf2NWnHsg

Thanks for tuning in to the Attributed by Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed sharing it.

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🔗 See how Dreamdata helps B2B companies connect marketing to revenue: Dreamdata.io