The Importance of Having a Strong Point of View in Marketing and Brand Building

Key Points:

• Sangram explains the problem he identified that inspired Terminus (01:00)
• How Sangram developed the FlipMyFunnel framework in Terminus' first year (02:31)
• My thoughts on community creation as a moat (04:37)
• I explain the benefits of developing your company around a clear point of view (07:19)
• Why Terminus defined their category as account base marketing, rather than the narrower niche of account-based advertising (08:19)
• I unpack the importance of having both focus and broader resilience in your company with a quote from Strava's Mark Gainey (09:44)
• Sangram describes three stages companies go through: problem-market fit, product-market fit, and platform-market fit (11:39)
• Terminus' approach to acquisition (14:00)
• I describe the advantages of growing via acquisition with a quote from Cisco's former Chief Technology and Strategy Officer, Padmasree Warrior (15:40)
• How Terminus continued to build demand through community events (18:58)
• I explain why having a strong point of view is so compelling, with a quote from Celonis' Dave Peterson (20:36)
• Why Terminus embraces competitors as a sign of a healthy category (22:28)
• Why creating a new subcategory may be easier than winning a brand preference war (25:10)
• Wrap up (31:59)

Mentioned:

Sangram Vajre LinkedIn

Sangram Vajre Twitter

Terminus LinkedIn

Terminus Website

Mark Gainey LinkedIn

Padmasree Warrior LinkedIn

Dave Peterson LinkedIn

MailChimp

August

Amp It Up: Leading for Hypergrowth by Raising Expectations, Increasing Urgency, and Elevating Intensity by Frank Slootman

My Links:

Twitter

LinkedIn

Website

Wynter

Speero

CXL