Startups are supposed to crush competitors, right?
Actually, they took the opposite approach.
Sangram embraced his competitors (well, metaphorically, anyway), knowing that healthy competition was needed to build out a new market category.
Now, Terminus is known as one of the pioneers in the “account-based marketing” or ABM category, but that probably wouldn’t be the case if Sangram hadn’t adopted a very unconventional approach.
Want to more about Sangram’s strategy?
I had the chance to interview Sangram on the #FlipMyFunnel podcast, on part 4 of our category creation series.
Hit play to hear Sangram share:
- Why he invited competitors to sponsor his company’s event
- The link between community building and category design
- Why evangelization is a core skill for any aspiring category creator