Case Study: Phononic achieves explosive growth and sales-marketing alignment with Terminus

Phononic Aligns Marketing and Sales to Drive Explosive Growth

Phononic, a North Carolina startup reinventing cooling with advanced thermoelectric technology, faced two linked challenges: overcoming skepticism in the market to build credibility for a novel product, and resolving sales-marketing misalignment. Although marketing was generating plenty of leads, sales questioned lead quality and target fit, so the company needed a way to prove marketing could deliver the right accounts and contacts.

Phononic implemented an account-based marketing approach with Terminus, aligning marketing and sales around a unified target-account strategy (Target, Engage, Activate, Measure) and using Terminus Sales Insights in Salesforce to show when and how accounts were engaging. The result: web visits from high-fit accounts rose 78%, sales now has clear engagement signals and higher email/call response rates, and some sales cycles shrank from nine months to one month.

Phononic

Daniel Englebretson

Director of Integrated Marketing