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 Backdrop - Attack, Defense, Challengers, Leaders

Campaigning is a competitive endeavor that takes place in an arena of challengers and leaders attacking and defending their respective market share. As a leader I will engage in campaigns to defend or expand my market share. As a challenger I am continually battling other challengers and the market leader for market share. Whether campaigning for a new customer, opening a new market, establishing a new territory, or defending a franchise product line, the interplay of challengers and leaders attacking and defending each others market share will always be present.

Chris Bassford is a professor of strategy at the National War College, in Washington D.C. Chris was a major contributor to the development of the USMC warfighting doctrine including MCDP 1-2, Campaigning, one of the more useful references we use at vSente for our campaigning methodology. Chris is an expert on Carl von Clausewitz and wrote a book a short time back with co-authors Tiha von Ghyczy and Bolko von Oetinger (both of the Boston Consulting Group) titled Clausewitz on Strategy.

In the book Chris explors the relationship of attack and defense. The ability to hold and reconcile two opposing notions in your head at the same time is a necessary competency for an effective campaign strategist. The ability to clearly sense the differences and similarities between attack and defense, when to employ the attack and when to establish a defense, and most importantly when they become one in the same is the hallmark of a great strategist. This from Chris's book:

Whenever two concepts form a true logical antithesis, in other words, one is the complement of the other, the one is essentially implied in the other. However, if the limitations of our mind do not allow us to consider both at once, and to find the totality of one by mere antithesis in the totality of the other, in any case, nevertheless, strong light is shed by one that is adequate to illuminate many parts of the other.
Hence in addressing the attack, we sall most often have the same subjects before us as when considering the defense.

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

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