vSente is a marketing consultancy. We help challenger enterprises wage and win battles for market shares.

Disciplines - Advertising | Marketing | Sales
Competency - Challenge | Defend
Deliverable - Profitable Market Share
Audience - CEO's | Marketing | Sales
Scale - Small | Medium-sized Enterprise
Services - Campaigns | Workshops
Location - San Francisco | London


Join vSente's Campaigner list and get a free download of vSente's Campaign Planner.

This is the generic version of the planner we use for our workshops and campaigns. The planner is in Excel format and includes the campaign worksheet and one-page plan of campaign. Enter your name and email address to join and receive your planner.
If you're responsible for sales or marketing in a small or medium-sized enterprise, then I'd like to invite you to join vSente's Campaigner list. This list is composed of marketers interested in learning more about accountable and effective marketing campaigning techniques.

Weekly we send via plain text email a short description of a competitive marketing tool or technique along with a link to a resource you can download and use. These resources come from vSente's Armory and consist of wizards, manuals, white papers, planners all focused on helping marketing managers battle larger competitors.

The content and resources are free to members of the campaigner list. But should you find yourself engaged in a tough battle for market share against a larger competitor then you will likely gain value from paying for a monthly subscription to vSente's Armory, booking our two-day workshop or engaging us to help with your campaign.

This community is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the list for you. On the other hand if you're interested in exploring the underlying dynamics of competitive advantage, then the topics discussed on this list will be of help.

Submit your name and email address above and the link for the planner will be sent immediately to the email address you used to sign up. Then look for a plain text email from vSente weekly.

What Key Ideas Underlie Strategy? Applying Boyd's O-O-D-A Loop To Marketing Strategy
In his paper titled "The Strategic Game of ? and ?" John Boyd posed a series of questions and answers regarding the O-O-D-A Loop and strategy. I have used Boyd s Q&A exchange in order to translate his theories directly to marketing campaigning. Each exchange consists of a question, an answer and an interpretation of the answer to marketing campaigning. This is the third in a series of four posts on this topic.   

Q. What is the Central Theme and What Are the Key Ideas that Underlie Strategy?

A. The central theme is one of interacting/isolation while the key ideas are the moral-mental-physical means toward realizing this interaction/isolation.

INTERPRETATION. Most sales and marketing organizations function in isolation... not the kind of isolation imposed upon them by savvy competitors but the kind of isolation resulting from self-imposed limitations. Rear-view mirror managing combined with risk aversion and focus on stability and predictability have resulted in sensory deprivation chambers for most American enterprises. Within the sales and marketing organization this sensory deprivation generates panic and confusion when ever the results of an initiative are outside the box.

What happens when an advertising campaign fails to increase sales? You advertise more.

What happens when price erosion starts eroding profitability? You cut your price.

What happens when you lose a key account to a better positioned competitor? You fire the team servicing the account.

What happens when measures like this fail to boost the bottom line? You fire more employees and reduce more expenses.

And when this doesn t work? You fire the management team responsible for getting you in this position to begin with.

And at the end of the day what are you left with?

A panic stricken, demoralized enterprise faced with bankruptcy or capitulation via merger.

The critical theme is that most American enterprises whether they realize it or recognize it have been SHAPED  by Boydian forces. It s only through understanding these forces and then developing structures that allow you to better interact within your frame of reference while influencing, shaping and isolating your adversaries frame of reference that true industry leadership will result.

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competitors.

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