Startups are supposed to crush competitors, right?

Well, maybe…

But that’s not how Sangram Vajre, Co-Founder and Chief Evangelist at Terminus, built one of the top SaaS companies out there.

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