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.

Offering, Infrastructure, Relationships And Execution Are Examples of Competitive Center of Gravity

Center of gravity analysis is designed to uncover exploitable vulnerabilities that will result in real and sustainable market share gains (our approach is based upon Dr. Joe Strange s ((download pdf)) methodology). There are four major categories of enterprise CG s to be considered. They are Offering, Infrastructure, Relationships and Execution. Each CG needs to analyzed from the standpoint of it s component capabilities, requirements and resulting vulnerabilities. Below is an example using Offering CG's.

OFFERING

Potential CG s representing critical characteristics of products and services offered including quality, cost, service, and features.

Center of Gravity(CG) QUALITY
Critical Capabilities (CC) Consistently meet customer quality expectations.
Critical Requirements (CR) Functional infrastructure. Operating effectiveness. Appreciative customers. Skilled personnel.
Critical Vulnerabilities (CV) Dysfunctional infrastructure. Operating ineffectiveness. Unwilling customers. Unskilled personnel.

Center of Gravity(CG) COST
Critical Capabilities (CC) Price above cost or produce at a cost less than market price.
Critical Requirements (CR) Functional infrastructure. Raw materials. Skilled/unskilled labor. Paying customers.
Critical Vulnerabilities (CV) Inefficient infrastructure. Shortages. Price volatility. Poor Quality. Unions. Shortages. Recessions. Discounting.

Center of Gravity(CG) SERVICE
Critical Capabilities (CC) Deliver service/support consistent with customer expectations.
Critical Requirements (CR) Functional infrastructure. Skilled personnel.
Critical Vulnerabilities (CV) Unhappy customers. Poorly trained employees

Center of Gravity(CG) FEATURES
Critical Capabilities (CC) Offer features consistent with customer expectations. Critical Requirements (CR) Functional infrastructure. Skilled personnel. Knowledgeable customers.
Critical Vulnerabilities (CV) Inability to offer competitive features. Wrong features. Unappreciative customers.

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


Return to The Commentaries Index