Terminus Growth Playbook

Sangram Vajre realized that marketers were being measured on 'Quantity' of leads rather than 'Quality' of revenue, leading to a massive disconnect between Marketing and Sales goals.

The 'Flip-My-Funnel' Provocation & The 'Account-First' Advertising Engine: Terminus tacticaly won by 'Inverting the Funnel'. Their growth engine is 'The Category-Leading Book/Podcast'—evangelizing the idea that companies should focus on 'Expanding' accounts rather than just 'Finding' leads. By building a self-service platform for 'Account-Based Ads,' they made ABM accessible to companies that weren't large enough for Demandbase. Their growth relies on 'The Alignment Pitch'—telling CEOs that 'Marketing is Sales' and providing the tools to prove that ad spend directly resulted in closed-won revenue.