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.

Market Share Battles: Innovation Is Another Weapon In the Battle For Market Share

Fundamentally, there are two ways you can grow a business. You can fight for market share using existing products in established markets against known competitors, and/or, you can innovate new offerings and markets with the intention of temporarily reducing or eliminating competition. There are many degrees and combinations of these two methods but FUNDAMENTALLY you either fight (existing products/markets) or innovate (new products/markets). Think about it in terms of either fighting for existing territory or exploring and innovating new territory.

Regardless of which approach an enterprise may take, at some point the need to defend and fight for market share will be necessary. While innovation may spawn a short term advantaqe that eliminates competition, it will not be long before competitors copy or better your advantage. The Art of Attack focuses on waging and winning battles for market share. More specifically, this manual looks at the opportunity from the vantage point of the smaller competitor challenging a market leader with the intent to permanently dislodge the leader.

This is not meant to indicate that innovation takes a back seat to market share battles. In fact innovation, properly staged and executed, is a potent weapon in any battle for market share. For most enterprises with limited resources the risks associated with innovation are significant. Finding new customers, building new markets and pioneering new channels takes time and money. The smaller enterprise must carefully balance the opportunity for innovation with the need to generate cash flow.

Market share battles can be a lucrative source of cash flow (and provide the resources, and generate the competitive instincts necessary to innovate sustainable advantages). The key feature of market share battles is the absence of innovation risk. The battle takes place with existing products for existing customers with an established need, trained to write checks. How does the smaller enterprise win a market share war against larger better provisioned competitors? By shaping and exploiting mismatched competencies faster and smarter than competing forces.

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


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