|PLANNING - Step 3 - Building the Attack Engine|
|05.13.00 The Attack Engine Has Four Functional Cycles.|
The attack engine has cycles which correspond to the primary activities of a marketing campaign. Each cycle encompasses a specific set of activities, has an “owner” who is responsible for these activities, has a cycle time over which a specific activity or set of activities occurs and culminates with and event or a deliverable. The cycles are iterative and designed to provide inflexion points at which strategy and tactics evolve. The timing of each cycle is set in advance of the campaign launch and then will change in response to competitive moves and campaign progress. One of the key requirements in timing the engine is understanding the timing of your competition for similar activities. If it takes you longer to perform these functions than your competition then you will lose competitive advantage.