PLANNING - Step 4 - Mapping the Attack
06.01.00 Mapping the attack.

The terrain map visualizes the attack. We use the map to tell us where we are and where we need to go. The map indicates grounds to attack and grounds to attack from. The primary metric we use to measure the success of a campaign is market share. Why market share? Because it is an external metric describing relative progress.

Orientation requires meaningful benchmarks and performance gauges. A problem with most marketing organizations and agencies is that they measure the wrong things and value the wrong information such as the requirement to budget in advance all campaign activities down to the pennies and practices dominated by rigid planning and execution methodologies which are nearly impossible to modify during the course of a campaign. Based upon these requirements marketing professionals have evolved the competencies necessary to support this rigid doctrine (See - Six Critical Vulnerabilities Found in Traditional Marketing Organizations).