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.

Examples of Mission, Objective, Strategy and Tactics For a Marketing Campaign

In order to execute a strategy it is necessary to wrap the strategy with additional information. For a specific strategy there should also be a time element which describes how long the strategy is effective, an objective, which attaches a measurable metric for the strategy to be gauged against, and, a mission, which establishes the overall intent. This is what a typical strategy wrap for a marketing campaign might look like.


The campaign mission states in a terse sentence the purpose of the campaign.

Attack and dislodge industry leader in market segment "X".


The campaign objective describes a time frame and an event(s) that the campaign will achieve.

Increase market share from 17% to 27% over the next nine months.


Strategy is a terse sentence describing how the challenger exploits adversary s critical vulnerability. A strategy should be described with a single sentence, that is clearly stated, and not open to interpretation or confusion.

Cut price. Promote quality.


Tactics are shaping activities designed to increase interaction with customers while isolating the adversary.

1. Create on-line + direct mail promotional campaign.
2. Surprise launch.
3. Rollout four price cuts. Target top 37 customer.

In practice, a marketing campaign can have several strategies in play at one time that support the mission and objective, and importantly, as the campaign progresses the campaigner evolves the strategy based upon its effectiveness.

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

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