SUMMARY

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


SIGN-UP FOR VSENTE'S CAMPAIGNER LIST

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.

CMO'S Rapped For Having Zero Impact On Sales...

Ouch. Two more studies (Pravin Nath/Vijay Mahajan and Andrew Tipping) are coming out critical of CMO's and their ability to generate sales. I'm not keeping track but I'll guess there have been more than 10 studies in the past couple of years coming to the same conclusion. The most recent study claims:

A study to be published in the Journal of Marketing that covered 167 companies including Procter & Gamble, Microsoft and Apple over a five-year period concludes that CMOs on top management teams don't have any effect on a company's financial performance.

We advocate measuring CMO performance based upon relative market share. There are three market share metrics that when aggregated can be used to gauge the effectiveness of your CMO and all marketing activities. These metrics are the volume, value and vector of your market share.

Mktshrmoimg1. VOLUME. Market share volume is the traditional notion of share measured in dollars or units relative to your competition. While volume is a good initial indicator, marketers need to know the value of this share and the trend of their share.

2. VALUE. Market share value attachs a quantitative value, measured by percentage margin, to your market share volume. Having a large share of an unprofitable market is not sustainable. Alternatively, holding a smaller share that is profitable may be sustainable.

3. VECTOR. Market share vector is a trend measurement that depicts the direction your market share volume and value are heading, over time, relative to your primary and secondary competitors. The vector has a starting point, at least one intermediate measurement point and an ending point, typically the conclusion of a campaign, or performance review date of a CMO.

Market share vectors unambiguously measure enterprise success relative to it's peers. The primary function of market share vectors is to gauge the effectiveness of your marketing activities and the performance of your CMO. Market share vectors are the CMO's version of quota's, which sales reps are generally evaluated on (yes, I am saying that CMO's should have market share quota's and be judged on their ability to hit them). A few more comments on market share vectors:

1. Timing. Market share vectors can be used to judge effectiveness over a multi-year career, a multi-month campaign or as part of an annual review of budgets and plans. The vector requires a starting point at which all competitors are measured, an intermediate point and a concluding point that will be used to determine the vector trend.

2. Scaling. For start-ups or small firms with very small share, market share vectors can be scaled down so as to meaningfully measure actual performance. To scale down market share vectors simply select a subset of customers, territories, segments or categories and measure your relative share within that limited arena.

3. Influences. Poor vector performance may be due to influences outside the realm of control of marketing and the CMO. But the same thing applies to sales reps... there are many influences from quality, to shipping, to design decisions that a sales rep must live and die with, in their efforts to achieve a quota. The stark reality generated by market share vectors needs to be tempered within the context of issues, problems and opportunities faced by the enterprise and by the CMO. Market share vectors set up a baseline framework from which a CEO or CFO might begin to understand the effectiveness of their CMO and their marketing activities.

4. Intelligence. Some enterprises do not have the competitive data necessary to measure market share vectors. Others may not have the will or the interest to generate competitive intelligence. To the former, they need to begin the process of establishing a competitive intelligence competency... market share vectors are a great way to begin. Regarding the latter, enterprises without the will or interest need to understand the importance of external metrics and the peril they place themselves in when they operate without these guide posts.

We have a simple Excel worksheet you can use to plot market share vectors. Shoot me an email and I'll send you the worksheet.

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


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