How to Win podcast with Peep Laja

Marketing a movement over a product with Terminus' Sangram Vajre

May 9, 2022

Sangram Vajra discusses the problem he saw in the market and how it led to the idea of ABM and the FlipMyFunnel movement. The podcast explores the strategy of creating a community around a problem or identity, the benefits of acquiring companies, the importance of having a strong point of view in marketing, and the significance of competitors in building a category.

33:47

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Having a clear focus and direction is crucial for standing out in the market.

Building a community around a strong point of view differentiates a company from competitors.

Deep dives

Being intentional and aligned is more important than brilliance

The speaker emphasizes that being intentional and aligned with your goals and vision is more crucial than having brilliant ideas. It's essential to have a clear focus and direction to stand out in the market.

Introduction

2min

Creating a Movement and Account-Based Marketing

12min

Acquiring Companies for Account-Based Analytics

2min

Strategic Acquisitions in Business

5min

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

2min

Building a Category and Competitive Strategy

11min

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

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August

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

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