Terminus

How do B2B businesses craft messaging that prospers in a marketplace already barraged with information and ever-shifting needs?&nbsp; <a href="https://www.linkedin.com/in/tamsenwebster/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">Tamsen Webster</a>, Founder and Chief Message Strategist @ <a href="https://tamsenwebster.com/worksheet/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">Find The Red Thread</a> walks us through the four fundamentals of a messaging campaign that will thrive and stand the ultimate test of time.

859. Pressure Test Your Message

Most marketers, if you asked for the number one thing you’d really want to understand in their field, will probably roll their eyes, look at you like you’re stupid and say something like: “Your buyer persona,” or even, “The market, duh.”&nbsp; And most marketers would be wrong…&nbsp; What you need to understand more than anything else is your product. In this Takeover episode, host Amber Khan speaks with <a href="https://www.linkedin.com/in/schartdirk/?locale=en_US" rel="noopener noreferrer" target="_blank">Dirk Schart</a>, Chief Marketing Officer &amp; President at <a href="https://www.re-flekt.com/" rel="noopener noreferrer" target="_blank">RE’FLEKT</a>, who is championing product-first marketing—an approach that creates more cross-team collaboration and, ultimately, more successful marketing. They discuss:	•	Why writing about your product is not the same as understanding it	•	Why marketers need to work more closely with product development teams	•	Practical ways to shift to a product-first mindset Additional Resources:﻿You can find Amber on&nbsp;<a href="https://www.linkedin.com/in/meetamberkhan/" rel="noopener noreferrer" target="_blank">LinkedIn</a>&nbsp;and on her website,&nbsp;<a href="https://repurposeden.com/" rel="noopener noreferrer" target="_blank">repurposeden.com</a>﻿ <a href="https://www.amazon.com/MOVE-4-question-Go-Market-Framework/dp/1544523378" rel="noopener noreferrer" target="_blank">MOVE: The 4-Question Go-To-Market Framework</a>Key Takeaways: “Go to market is not just the sales channel.”Small departments can make a big impact—with intentional strategy. Good relationships between each team and department in your GTM strategy are the keys to success.

Dirk Schart

CMO & President, RE'FLEKT

Amber Khan

Founder & CEO, Amplifyology

In this Takeover episode, host Amber Khan speaks with Dirk Schart, Chief Marketing Officer & President at RE’FLEKT, who is championing product-first marketing—an approach that creates more cross-team collaboration and, ultimately, more successful marketing. 


[Replay] Product-First Marketing: Product Experience Is Your Brand

Product-First Marketing: Product Experience Is Your Brand

In this Takeover episode, host Amber Khan speaks with Dirk Schart, Chief Marketing Officer & President at RE’FLEKT, who is championing product-first marketing—an approach that creates more cross-team collaboration and, ultimately, more successful marketing.


With so many CMOs becoming the CEOs of their respective companies, it’s time to ask the question for those CMOs looking to follow the same steps: What are the actionable steps to get there? In this replay episode, we speak with Jeff Perkins, CEO at ParkMobile, about his journey from CMO to CEO and his big lessons that every marketer should know to become CEO. What we discussed:<ul><li>A background on Park Mobile &amp; how Jeff became a CMO</li><li>What compelled Jeff to become CEO &amp; relationship building</li><li>The timeline to become a CEOThe power of networking</li></ul> This is a #MOVE podcast. Check us out on <a href="https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337" rel="noopener noreferrer" target="_blank">Apple Podcasts</a>, <a href="https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao" rel="noopener noreferrer" target="_blank">Spotify</a>, or <a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">here</a>. Check out <a href="http://themovebook.com/" rel="noopener noreferrer" target="_blank">themovebook.com</a> and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop &amp; can’t see the links? Just search for MOVE in your favorite podcast player. Additional Resources:<ul><li><a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">MOVE: The 4-Question Go-To-Market Framework</a></li></ul>

Jeff Perkins

CEO, ParkMobile

With so many CMOs becoming the CEOs of their respective companies, it’s time to ask the question for those CMOs looking to follow the same steps: What are the actionable steps to get there? In this replay episode, we speak with Jeff Perkins, CEO at ParkMobile, about his journey from CMO to CEO and his big lessons that every marketer should know to become CEO.


[Replay] From CMO to CEO: A Conversation with Jeff Perkins

Who owns go-to-market has been our big question so far, but how about what makes up a solid go-to-market strategy?In this episode, Sangram sits down with Muhammad Yasin, marketing expert and host of the Agile Marketing Podcast, to dive into all the aspects of a successful GTM strategy. Muhammad discusses how marketing isn’t the only contributor to GTM strategy, each department is a building block that contributes to overall success.This is a #MOVE podcast. Check us out on <a href="https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337" rel="noopener noreferrer" target="_blank">Apple Podcasts</a>, <a href="https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao" rel="noopener noreferrer" target="_blank">Spotify</a>, or <a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">here</a>. Check out <a href="http://themovebook.com/" rel="noopener noreferrer" target="_blank">themovebook.com</a> and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop &amp; can’t see the links? Just search for MOVE in your favorite podcast player.Additional Resources:<ul><li><a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">MOVE: The 4-Question Go-To-Market Framework</a></li></ul>Key Takeaways:<ul><li>“Go to market is not just the sales channel.”</li><li>Small departments can make a big impact—with intentional strategy.</li><li>Good relationships between each team and department in your GTM strategy are the keys to success.</li></ul>

Muhammad Yasin

Marketing Expert, Podcast Host

Who owns go-to-market has been our big question so far, but how about what makes up a solid go-to-market strategy?
In this episode, Sangram sits down with Muhammad Yasin, marketing expert and host of the Agile Marketing Podcast, to dive into all the aspects of a successful GTM strategy. Muhammad discusses how marketing isn’t the only contributor to GTM strategy, each department is a building block that contributes to overall success.


GTM is a group effort with Muhammad Yasin

Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise. In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of brand on an entire customer lifecycle. This is a #MOVE podcast. Check us out on <a href="https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337" rel="noopener noreferrer" target="_blank">Apple Podcasts</a>, <a href="https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao" rel="noopener noreferrer" target="_blank">Spotify</a>, or <a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">here</a>. Check out <a href="http://themovebook.com/" rel="noopener noreferrer" target="_blank">themovebook.com</a> and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster. Listening on a desktop &amp; can’t see the links? Just search for MOVE in your favorite podcast player. Additional Resources:<ul><li><a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">MOVE: The 4-Question Go-To-Market Framework</a></li></ul> Key Takeaways:<ul><li>Marketing owns the experience. Therefore, they own GTM.</li><li>Go to market is an understanding of which channels and segments work</li><li>“You can’t build an amazing product if nobody hears about it”</li></ul>

Kyle Lacy

SVP Marketing, Seismic

Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise. In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of brand on an entire customer lifecycle. 


Kyle Lacy is certain marketing owns go to market

Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise. 

In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of brand on an entire customer lifecycle. 


Why in the world would I have someone on my podcast who hates my book?! Well, it’s because he isn’t wrong in his reasoning!Christopher Lochhead–author, entrepreneur, advisor, and VC partner–absolutely loves category creation, and he’s got dozens of stories to prove exactly why he’s such a champion of it. He’s sharing these stories (and his very hot takes on the MOVE framework) with us on this episode.This is a #MOVE podcast. Check us out on <a href="https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337" rel="noopener noreferrer" target="_blank">Apple Podcasts</a>, <a href="https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao" rel="noopener noreferrer" target="_blank">Spotify</a>, or <a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">here</a>. Check out <a href="http://themovebook.com/" rel="noopener noreferrer" target="_blank">themovebook.com</a> and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop &amp; can’t see the links? Just search for MOVE in your favorite podcast player.

Christopher Lochhead

Bestselling author, advisor, and SaaS entrepreneur

 Why in the world would I have someone on my podcast who hates my book?! Well, it’s because he isn’t wrong in his reasoning!
Christopher Lochhead–author, entrepreneur, advisor, and VC partner–absolutely loves category creation, and he’s got dozens of stories to prove exactly why he’s such a champion of it. He’s sharing these stories (and his very hot takes on the MOVE framework) with us on this episode.
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.



Why Christopher Lochhead HATES the MOVE Book

Why in the world would I have someone on my podcast who hates my book?! Well, it’s because he isn’t wrong in his reasoning!
Christopher Lochhead–author, entrepreneur, advisor, and VC partner–absolutely loves category creation, and he’s got dozens of stories to prove exactly why he’s such a champion of it. He’s sharing these stories (and his very hot takes on the MOVE framework) with us on this episode.



Where can we grow the most? It's the first question most GTM leaders ask themselves...but hold up! There's a reason this one comes last... In this week's Author's Cut episode, Bryan and Sangram dive into the last (but not least) letter of the MOVE framework: the "E" for Expansion. Listen in to learn how to know when it's time to expand, where you should expand your business, and how you can measure KPIs that matter. This is a #MOVE podcast. Check us out on <a href="https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337" rel="noopener noreferrer" target="_blank">Apple Podcasts</a>, <a href="https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao" rel="noopener noreferrer" target="_blank">Spotify</a>, or <a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">here</a>. Check out <a href="http://themovebook.com/" rel="noopener noreferrer" target="_blank">themovebook.com</a> and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster. Listening on a desktop &amp; can’t see the links? Just search for MOVE in your favorite podcast player. Additional Resources:<ul><li><a href="https://terminus.com/the-move/" rel="noopener noreferrer" target="_blank">MOVE: The 4-Question Go-To-Market Framework</a></li></ul> Key Takeaways:<ul><li>Why "expand" is the last step in the "MOVE" framework</li><li>How to continue the journey of growing your company</li><li>What you need to expand effectively into other markets, verticals, and geographies </li></ul>

Where can we grow the most? It's the first question most GTM leaders ask themselves...but hold up! There's a reason this one comes last...

In this week's Author's Cut episode, Bryan and Sangram dive into the last (but not least) letter of the MOVE framework: the "E" for Expansion. Listen in to learn how to know when it's time to expand, where you should expand your business, and how you can measure KPIs that matter.


Author's Cut: The "E" in MOVE

MOVE is the go-to-market podcast to guide your business forward. Join host Sangram Vajre, WSJ and USA Today bestselling author, speaker, and co-founder of Terminus, as he meets with the most influential go-to-market leaders and helps you confidently answer: what's my next move?&nbsp;

Sales and marketing: it’s time to make some room. Say hello to customer success–the new roommate in the go-to-market space. Every GTM strategy must include not only sales and marketing, but customer success, too! And I’ve brought in two great friends and brilliant GTM leaders to talk about this new roommate. <a href="https://www.linkedin.com/in/kellyaford/" rel="noopener noreferrer" target="_blank">Kelly Ford Buckley</a>, General Partner &amp; Fintech Investor at <a href="https://www.linkedin.com/company/edison-partners/" rel="noopener noreferrer" target="_blank">Edison Partners</a>, and <a href="https://www.linkedin.com/in/jaybaer/" rel="noopener noreferrer" target="_blank">Jay Baer</a>, Founder of <a href="https://www.linkedin.com/company/convince-&amp;-convert/" rel="noopener noreferrer" target="_blank">Convince &amp; Convert</a>, join me on this episode–you’re not going to want to miss it. Let’s go!

Terminus

859. Pressure Test Your Message

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