PLANNING - Step 3 - Building the Attack Engine
05.14.00 ASSIGNING ROLES AND TIMING THE CYCLES.

As indicated the attack engine is a virtual formation assembled for a specific campaign and then disbanded when the campaign is complete. Following are guidelines you can use to build your own attack engine.

1. Who is the highest level employee responsible exclusively for all sales related competencies? [owns the execution cycle]

2. Who is the highest level employee responsible exclusively for all marketing related competencies? [owns the orientation cycle]

3. Who is the highest level employee responsible exclusively for all sales and marketing related competencies? [owns the command cycle]

4. Who specifically is responsible for the creative development of marketing communications? [owns the communication cycle]

5. Who specifically is responsible for producing marketing communications? [integrates into the communication cycle]

6. Who specifically, is responsible for media buying? [integrates into the communication cycle]

7. Who specifically is responsible for marketing research? [integrates into the orientation cycle]

8. Who specifically is responsible for developing marketing strategy? [integrates into the orientation cycle]

9. Who specifically, is responsible for specifying and implementing sales and marketing related technology? [integrates into the orientation cycle]

DETERMINING TIMING

How long does it take you and your competition to perform the following:

1. Produce an ad?

2. Write a press release?

3. Modify their web site?

4. Change price?

5. Hire a new a agency?

6. Approve a new logo?

7. Visit a key account?

8. Allocate budget resources?

With the first step we determined which of the competitive vulnerability(s) to attack. With the next step we determined the strategy, mission, objective, tactics and the attack array. With this step we built the organizational structure and process necessary to execute the campaign. The last step is to map the competitive terrain so we can visualize our progress with meaningful and accountable metrics.