{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Attributed - A podcast by Dreamdata","title":"Data Doesn't Create Alignment with Lars Grønnegaard, Dreamdata","html":"","width":"100%","height":180,"duration":3652,"description":"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?\n\nIn this special episode of Attributed by Dreamdata, we’re sharing a conversation originally recorded for Frenemies – Where Growth Meets Reality, hosted by Julia Hartwig.\n\nJulia 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.\n\nLars 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?\n\nThe 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.\n\nIn this episode:\nWhy Dreamdata was founded\nWhy attribution is fundamentally a people problem, not just a data problem\nHow to tell whether you’re actually using attribution to improve the business\nWhy many B2B teams are still flying blind in 2026\nWhat a CPO sees that a CMO or CCO might not\nWhere AI is genuinely making a difference in product development\nThe Times Square billboard nobody saw — and what it taught Lars about smart marketing\nWhy LLMs may be supercharging the wrong go-to-market motions\nWhy “data closes the measurement gap, but not the alignment gap”\n\nFollow the conversation\n👤 Follow Lars Grønnegaard Hansen on LinkedIn\nhttps://www.linkedin.com/in/larsgroennegaard/\n👤 Follow Julia Hartwig on LinkedIn\nhttps://www.linkedin.com/in/hartwig-julia/\n🎙️ Listen to Frenemies – Where Growth Meets Reality\nhttps://frenemies.buzzsprout.com/\n▶️ Watch Frenemies on YouTube\nhttps://www.youtube.com/channel/UC6lzNb9GOhCpCtPf2NWnHsg\nThanks for tuning in to the Attributed by Dreamdata Podcast! We hope you enjoyed this episode as much as we...","thumbnail_url":"https://img.transistorcdn.com/9B73a2bRrurq7UHrYQcmczS4W0y3MxGzbwGrDi4NuAw/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lYzQ5/YTc5NWIyZWQxNWRi/ZTJjYTc5YTRiODJk/ZWFiZC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}