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 Council: Alignment of Marketing with Sales and Demand Generation is a Top Priority

The traditional sales and marketing organization is dysfunctional. Especially when executing marketing campaigns. There are three primary issues:

1) focus on rigid, hierarchical command and control,
2) emphasis on creative over strategic competencies, and
3) cultural differences between sales and marketing archetypes.

Revenueeng031507 These issues result in marketing campaigns that are unaccountable and ineffective. Marketing managers typically talk in terms of brand, awards, reach, frequency, impressions and clippings. Sales managers typically talk in terms of wins, share, revenue, margin and quotas. The language and culture of these two groups are as different as are their motivations and rewards which  destroys unit cohesion and leads to isolation.

The isolation is worsened by command and control doctrine that favors predictable, static situations driven by a centralized hierarchy. Marketing intelligence skills are critical competencies missing from traditional sales and marketing organizations. The inability to generate actionable intelligence results in disorientation and uncoordinated efforts.

Effective coordination is made possible by orientation - the process of converting intelligence into effective strategy and tactics. New doctrine driven by intelligence and designed for unpredictable, rapidly changing situations is required for truly effective marketing campaigns. vSente's revenue engine aligns sales and marketing organziations in order to optimize demand generation.

According to the just released CMO Council 07 Outlook Report:

o Alignment of marketing with sales and demand generation is a top priority. Restructuring to achieve this integration was by far the most frequently mentioned accomplishment of marketers in 2006, named by 46 percent of respondents and 76 percent of those from companies with revenues above $500 million.

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


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