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.

How Do We Activate These Ideas? 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 final installment in a series of four posts on this topic.      

Q. How Do We Play to This Theme and Activate These Ideas?

A. By an instinctive see-saw of analysis and synthesis across a variety of domains, or across competing/independent channels of information, in order to spontaneously generate new mental images or impressions that match-up with an unfolding world of uncertainty and change.

INTERPRETATION. Boyd wraps up his question and answers by telling us how to put these ideas into action. The key to Boyd s conclusion is the need for fluid, prescient competencies capable of exploiting uncertainty and change. We have mentioned previously the role attrition strategy plays in shaping traditional advertising doctrine. Once the strategy has been decided, the message developed and elements produced, traditional advertising doctrine mandates that you NOT change. Further, most sales and marketing organizations do not have the formation or the cultural frame of reference to have instinctive exchanges of analysis and synthesis which allows action. Converting a dysfunctional sales and marketing organization into a functional organization begins with understanding the importance intelligence plays within a campaign. See campaign engines for more context.

Campaign Planner to learn more about how we help marketing managers battle larger competitors.

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