Campaigners typically find themselves in one of two fundamental competitive states - challenger or defender. Either the enterprise is challenging the share of an incumbent or a challenger is trying to dislodge the enterprise. They're many derivative states, but fundamentally you either challenge or defend.

Whether challenging or defending, successful campaigning for customers is contingent upon continually reconciling my competency, with the competency of my competition and the needs of my customer. We call this the profit trinity - customer, competency and competition. It is the interplay of my competencies relative to my competitors competencies, as perceived by a customer, that determines my profitability and ultimate success.

We use center of gravity analysis in order to detetermine which of our competencies will have the best effect against our competition and a campaign engine to effectively orchestrate these competencies.