The execution cycle is responsible for channels of distribution, the market segments served by the enterprise and customer relationships including customer-facing activities. All sales, customer service and business development competencies are part of this cycle. The execution cycle is built around calibration sessions which deal specifically with issues like price, key account initiatives, competitive moves, center of gravity adjustments, promotional requirements and marcom support. The calibration sessions result in updating the terrain maps, adjusting campaign allocation, and writing execution codes.
Subsequent feedback becomes additional intelligence and the cycle starts again. The execution cycle is the most sensitive and volatile cycle in regards to timing. Because it controls the tactical execution efforts of the campaign the timing will vary greatly depending upon the progress of the campaign. A seven-day cycle is a good starting point for the execution cycle. Calibrations can be held by conference call or in person with all attendees, typically are 2-3 hours in length and are working sessions as opposed to briefing sessions (as in a congregation). In terms of organizational authority, the execution cycle will consist of those individuals responsible for executing strategy, utilizing sales assets, and “owning” the channels. Executive authority for the control cycle will be the VP of Sales or sales managers, and related organizational resources.