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.

9 Basic Strategies Challengers Can Use To Attack Vulnerabilities In Leader's Offerings

Nothing fancy - just nine fundamental strategies focusing on exploiting a market leader's price, quality, feature or service vulnerability:

1. Decrease price. Challenger attacks leader's premium price with discounted pricing.

2. Increase price. Challenger attacks leader with premium pricing in tandem with superior quality, features or reputation.

3. Increase quality. Challenger attacks leader's inferior quality with superior quality.

4. Decrease quality. Challenger attacks leaders's superior quality position with inferior quality in tandem with discounted pricing.

5. Increase features. Challenger attacks leader's minimal feature set with an increased feature set.

6. Decrease features. Challenger attacks leader's enhanced feature set with decreased features and a discounted price.

7. Interdict features. Challenger attacks leader's feature set by obsoleting leaders feature set with new technology, design or engineering.

8. Increase service. Challenger can attack leader's poor service with excellent service.

9. Decrease service. Challenger can attack leaders excellent service with limited service and discounted pricing.

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

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