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.

The Campaign "Bullet" Communicates Mission, Objective, Strategy, Tactics, Budget and Timing...

The campaign bullet is an important tool. The bullet is similar to an "elevator pitch" or other short form communique - in that the purpose is to quickly and effectively communicate intent or purpose. The campaign bullet is a composite paragraph constructed from the primary components of your campaign. This is an example of the campaign bullet:

The mission of the campaign is to expand the western sales territory. The objective of the campaign is to increase our market share 50% over the next 6 months. Our strategy is to take this share from competitor XYZ by promoting our quality and price advantages relative to XYZ's product recall and union strike. Our primary tactic will be to identify XYZ's largest most vulnerable key accounts and win these accounts. The required campaign elements, competencies and infrastructure will include key account selling, supported by email/direct mail + custom landing pages, and a lock-in three year deal. The total campaign budget is $239,000. We expect results of $7.5 million in new customer wins with a margin of $2.5 million within the 6 month campaign duration. Expected campaign ROI is in excess of 10x.

The campaign bullet forms the header of the One-Page Plan of Campaign. Click below for more information:

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

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