Marketing a movement over a product with Terminus' Sangram Vajre

<p><strong>Key Points:</strong></p><ul> <li>Sangram explains the problem he identified that inspired Terminus (01:00)</li> <li>How Sangram developed the FlipMyFunnel framework in Terminus' first year (02:31)</li> <li>My thoughts on community creation as a moat (04:37)</li> <li>I explain the benefits of developing your company around a clear point of view (07:19)</li> <li>Why Terminus defined their category as account base marketing, rather than the narrower niche of account-based advertising (08:19)</li> <li>I unpack the importance of having both focus and broader resilience in your company with a quote from Strava's Mark Gainey (09:44)</li> <li>Sangram describes three stages companies go through: problem-market fit, product-market fit, and platform-market fit (11:39)</li> <li>Terminus' approach to acquisition (14:00)</li> <li>I describe the advantages of growing via acquisition with a quote from Cisco's former Chief Technology and Strategy Officer, Padmasree Warrior (15:40)</li> <li>How Terminus continued to build demand through community events (18:58)</li> <li>I explain why having a strong point of view is so compelling, with a quote from Celonis' Dave Peterson (20:36)</li> <li>Why Terminus embraces competitors as a sign of a healthy category (22:28)</li> <li>Why creating a new subcategory may be easier than winning a brand preference war (25:10)</li> <li>Wrap up (31:59)</li> </ul><p><strong>Mentioned:</strong></p><p><a href="https://www.linkedin.com/in/sangramvajre">Sangram Vajre LinkedIn</a></p><p><a href="https://twitter.com/sangramvajre">Sangram Vajre Twitter</a></p><p><a href="https://www.linkedin.com/company/terminus-account-based-marketing?trk=public_profile_experience-group-header">Terminus LinkedIn</a></p><p><a href="https://terminus.com/">Terminus Website</a></p><p><a href="https://www.linkedin.com/in/mark-gainey-b6536/">Mark Gainey LinkedIn</a></p><p><a href="https://www.linkedin.com/in/padmasree-warrior-9917a26b/">Padmasree Warrior LinkedIn</a></p><p><a href="https://www.linkedin.com/in/da