Founder spotlight: Lars Grønnegaard, CEO & Co-Founder of Dreamdata

What is the story behind Dreamdata - how did it start? 

The idea for Dreamdata started growing when we were working as product and tech leaders at Trustpilot here in Copenhagen. Trustpilot was using a mixed go-to-market motion made up of product, marketing, and sales. We were trying to do analytics and automation that took a holistic approach to the customer journey. We wanted to know the ROI of different parts of the GTM to invest better and optimize. We wanted to do lead scoring from data across product, marketing, and sales. We wanted to do marketing and sales automation based on the entire customer journey. 

But the data needed for this existed in siloed systems belonging to the three GTM teams. The systems involved were very standard - Salesforce, Hubspot,, Google Ads, LinkedIn Ads, and some other products that are common in B2B SaaS. But still, there wasn’t a product that would clean and join the data for us. We had to do it all ourselves using data infrastructure products + a lot of time. 

The founding thesis for Dreamdata was that we could build a product that would save other B2B companies from having to do the same and enable them to jump straight in and use the data rather than having to spend all their resources preparing it. 

How did you pick the name for your company?

The product we wanted to build literally was the data product we were dreaming about.

What can you bring to Curiosity’s community? 

Expertise in data-driven approaches to go to market

Experience in setting up and running product and tech teams

What’s a typical day like for you? Do you have any specific routines? 

No typical days for the startup CEO ;-)

At the moment, I am spending a lot of time with our sales team working on adapting our sales motion to the current market.

How do you keep your team motivated?

We do everything we can to hire a team that is motivated by problem-solving. The team is motivated by having great problems to solve and being empowered to seek their own solutions. 

What books do you recommend for everyone to read?  

- Marty Cagan: Inspired (the product management bible)

- Martina Lauchengo: Loved (the product marketing bible)

Is there something that is simply non-negotiable for you?

You have to take responsibility for the things you do…

Tell us something interesting about yourself. 

My first professional experience was shearing sheep in the Faroe Islands.

What technology or business do you think will be obsolete within the next 10 years? 

A lot of knowledge working based on knowing a lot about a subject matter will be transformed. Could be medical or law professionals. Or coding. Or media. It’s always funny to think that we thought the first to go would be more manual jobs like driving or construction.

A bit closer to home I am also convinced that B2B go-to-market will be transformed to look much more like B2C with a much higher degree of automation. That will affect everybody working in that value chain. Marketers, BDRs, AEs, and so on.

How do you feel about the recent developments in generative AI (ChatGPT, OpenAI, etc)?

Insanely exciting. Still unclear how big the impact will be, but right now it looks like a transformation. It already is impacting how we work (copywriting, adding new features to our product). I think it will profoundly impact other knowledge working professionals.


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