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 To Plan a Marketing Campaign

vSente's Campaign Manual explains how to plan a marketing campaign. Theory, fundamentals and practices are described in the manual which includes several planning worksheets and wizards. This online manual is best suited for marketing managers in small and medium-sized enterprises battling larger competitors. You can preview the manual and all the contents of vSente's Armory free for three days after which a $24.95 per month subscription kicks in. Directly below is the table of contents for vSente's Campaign Manual:


SECTION ONE - INTRODUCTION - Section one introduces basic concepts of competitive campaigning and maneuver theory.

01.01.00 This manual describes the art of campaigning.
01.02.00 Marketing myths and ironies - can competition be avoided?
01.03.00 Campaign backdrop - attack, defense, challengers, leaders.
01.04.00 Maneuver theory and marketing campaigning.
01.05.00 Why we use military metaphors for marketing campaigns.
01.06.00 Campaigning for profit - calibrating the profit trinity.
01.07.00 Campaign forces - interaction and isolation.
01.08.00 Campaigning, competitiveness and marketers.

Further Reading
(+) Patterns of Conflict
(+) The Strategy of the Fighter Pilot

SECTION TWO - CAMPAIGN THEORY - Section two develops campaign theory and applies the work of John Boyd and Dr. Joe Strange to marketing campaigning.

02.01.00 Shaping is the foundation of maneuver theory.
02.02.00 Shaping a marketing campaign.
02.03.00 Expected and unexpected campaigning tactics.
02.04.00 John Boyd and the O-O-D-A Loop.
02.05.00 Speed is just the beginning of campaign effectiveness.
02.06.00 Analysis and synthesis of competitive intelligence.
02.07.00 The need to measure relative competitive performance.
02.08.00 O-O-D-A and relative frames of reference.
02.09.00 Boyd’s definition of strategy.
02.10.00 Boyd’s Purpose of strategy.
02.11.00 Boyd’s theme for strategy.
02.12.00 Activating Boyd’s definition.
02.13.00 The O-O-D-A Loop is fueled with intelligence.
02.14.00 Introducing center of gravity (COG).
02.15.00 Dr. Joe Strange and center of gravity.

Further Reading
(+) Strategy Game of ? and ?
(+) Understanding Centers of Gravity

SECTION THREE - CAMPAIGN FUNDAMENTALS - Section three describes fundamental concepts used to plan campaigns.

Helpful Section Resources
Campaign Signals - Click to download
Campaign Strategy - Click to download
Campaign Tactics - Click to download

03.01.00 Profit trinity and center of gravity.
03.02.00 Four centers of gravity.
03.03.00 Signals indicating vulnerable CG's..
03.04.00 Center of gravity is continuously calibrated.
03.05.00 Center of gravity determines strategy.
03.06.00 A working definition of strategy.
03.07.00 Potential attack strategies for CG's.
03.08.00 Mission, objective and tactics wrap the strategy.
03.09.00 Campaign shaping forces - interaction and isolation.
03.10.00 Campaign tactics that create interaction and isolation..
03.11.00 Thinking three moves ahead - The three move set.
03.12.00 The campaign array - elements, competencies, infrastructure.

Further Reading
(+) Air Campaign Planning Handbook
(+) MCDP 6 Command and Control U.S. Marine Corps
(+) What is Information Warfare?

SECTION FOUR - CAMPAIGN PLANNING - Section four describes a step-by-step process to plan you campaign.

Helpful Section Resources
Campaign Planner - Click to download

04.01.00 What is a campaign engine?
04.02.00 Command and control wires the campaign engine together.
04.03.00 Campaigns need decentralized bottom-up command and control.
04.04.00 Components of the campaign engine.
04.05.00 Assigning roles and timing the campaign engine.
04.06.00 Using the One-Page Plan of Campaign.
04.07.00 STEP 1 - Rationalize the campaign.
04.08.00 STEP 2 - Frame the campaign.
04.09.00 STEP 3 - Form the campaign engine.
04.10.00 STEP 4 - Write the campaign bullet.

                              ------END OF MANUAL-----

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