05: CAMPAIGN Do not sell.



Do not sell. Campaign. Reconcile current competency with current opportunity. Maneuver your forces. Exploit center of gravity. Calibrate time, space and energy. Combine segregated sales and marketing functions into an integrated campaigning function. Replace soft selling metrics like satisfaction, delight, recall and impressions with hard campaigning metrics like objectives, revenue and margin. Build revenue engines and not sales organizations. Focus on speeding up cycle time. Develop and amplify competitive instincts. Utilize logos, ads, commercials, trade shows, etc., as ammunition and weaponry, not as artistic expressions or award opportunities.