BATTLE WIZARDS

QUICKLY DETERMINE THE POTENTIAL SUCCESS OF AN ATTACK

Use the Battle BOT wizard for a quick (couple of minutes), down and dirty assessment of the potential success of your attack. The BattleBot is a simple rubric that measures your strengths relative to your primary competitor and weighted according to the importance of these strengths to the customer. If the BattleBot wizard indicates a potential success then proceed with planning your campaign. Gain immediate access to the Battle BOT wizard by subscribing to vSente's Armory.
IN-DEPTH BATTLE SCREENER IDENTIFIES POTENTIAL AVENUES FOR ATTACK

The Battle SCREEN is a comprehensive version of the BattleBot offering more questions and greater sensitivity generating a more accurate indication of the potential for a successful attack. Use the Battle Screen if the results from the BattleBot are inconclusive. Gain immediate access to the Battle Screen wizard by subscribing to vSente's Armory.
HOW TO ANALYZE AND EXPLOIT COMPETITOR VULNERABILITIES

The Battle COG wizard generates an in-depth competitive analysis resulting in the identification of your competitors primary vulnerability (center of gravity). Use the BattleCOG to better understand and exploit your competitive strengths relative to your competitor weaknesses. The BattleCOG includes an interactive set of step-by-step instructions. Gain immediate access to the Battle COG wizard by subscribing to vSente's Armory.
20 ATTACK SIGNALS - ARE YOU SIGNALING OR IS YOUR COMPETITION?

The Battle SIGNALS wizard describes 20 signals a competitor may demonstrate indicating potential vulnerabilities. An example of a potential attack signal is a competitor launching an expensive high profile strategic branding campaign which then makes them vulnerable to low profile direct marketing attacks. Why? Traditional branding theory advocates the need for a consistent message broadcast over time. So while your competitor is waiting for the branding to "work" you're already at work taking market share. Gain immediate access to the Battle Signals wizard by subscribing to vSente's Armory.
SEVEN FUNDAMENTAL BUILDING BLOCKS OF KILLER COMPETITIVE STRATEGY

The Battle STRATEGY wizard describes seven fundamental building blocks of strategy with specific examples. These seven building blocks are price, quality, service, features, infrastructure, relationships and execution. Strategy is the enabler between ends and means. The ends represent the objective. The means includes enterprise resources, competencies, etc. In order for strategy to perform this enabling function it needs to be effective, comprehensible and executable. An example of strategy would be for the challenger to attack a leaders premium price, with their own premium pricing (NOT discount pricing!) in tandem with superior quality, features or reputation. Gain immediate access to the Battle Strategy wizard by subscribing to vSente's Armory.
54 TACTICS TO SELECT FROM IN BUILDING YOUR OWN PLAN OF ATTACK.

The Battle TACTICS wizard is designed to provide a catalyst to drive strategy and tactics. This wizard is based upon Robert Cantrells innovative Strategy Card Deck and describes 54 different strategies and tactics. Each strategy has a one line description, an explanation of the strategy, the basis for the strategy and a potential tactical application. Gain immediate access to the Battle Tactics wizard by subscribing to vSente's Armory.
DETERMINING ASYMMETRICAL ADVANTAGES - WHAT HAPPENS WHEN THE COMPETITION CHEATS.

Battle SYMMETRIES indicate the "fairness" of your battle. Some competitors are willing to go further than others in order to win a battle. A battle between two competitors with essentially comparable offering, infrastructure, relationships and execution, and, committed to playing by an established set of rules, can be considered a symmetrical conflict. When a competitor resorts to breaking or bending the rules, and you are unwilling to match their tactics, then you have the makings of an asymmetrical conflict, a battle you will likely lose. The Battle SYMMETRIES wizard provide a gauge by which to measure the symmetry of your battle for market share. Gain immediate access to the Battle Symmetries wizard by subscribing to vSente's Armory.
For Marketing Managers Only

- How to build a winning marketing organization.

- Benchmarks and metrics your CFO will love.

- Accountability and effectiveness your CEO will love.

- Conversion rates your Sales Manager will love.

- How to wage and win battles for market share.

Are you losing share?

...Are smaller more agile competitors running circles around you - poaching your best customers and eroding your market share?

Could you be gaining share?

...Do you have a large, better provisioned industry leader just begging for a smaller, more agile competitor to knock it off?

You're either attacking and gaining share or defending and losing share. Now is the time to start building your own plan of attack.

VSENTE'S ARMORY IS THE ONLINE RESOURCE FOR THE COMPETITIVE MARKETER
- Manuals, Wizards, White Papers, Articles, Links...

Subscribe now and gain immediate access to the MOST POWERFUL SET OF MARKETING TOOLS AND TECHNIQUES available anywhere on the web (these are the same tools and techniques we use in our workshops and on our campaigns!).

BEGIN CREATING YOUR OWN PLAN OF ATTACK TODAY!

- Identify exploitable competitor weaknesses.

- Properly frame campaign mission, strategy, objectives and tactics.

- Convert your existing sales and marketing organization into an attack engine.

- Metric and map campaigns for maximum accountability.

vSente's Armory - the online resource for the competitive marketer is the exclusive host for The Art of Attack - How to Wage and Win Battles for Market Share which introduces new thinking, approaches and techniques to the process of competitive marketing.

The Armory aggregates print and web resources dedicated to the application of maneuver theory to marketing campaigning. There are many links, manuals, communiques, and other resources to sample. Everything is continuously updated and in the spirit of Web 2.0 the Armory is in perpetual beta.

This is a listing of the resources available immediately when you subscribe to the vSente's Armory.

01.
The Attack Manual. Online manual describing the theory of attack and how to plan an attack - including detailed step-by-step directions.

02.
Battle Wizards. A series of interactive Excel spreadsheets that will help guide you through the process of building your own plan of attack (see examples in the left hand column).

03.
The Attack Planner. Excel workbook used to plan, create, communicate and calibrate your attack.

04.
The Attack Communiques. Commentaries on the state of competitive marketing.

05.
Attack Infrastructure. Links to companies, technologies, processes and methodologies that can support your attack.

06.
Attack Competencies. Links to agencies, consultancies, and other firms offering competencies related to the art of attack.

07.
24 Rules of Engagement. Rules to consider when executing your own plan of attack.

08.
The Marketing Archive. Articles, links and papers on contemporary and historical marketing practices.

09.
The Sun Tzu Archive. Digest of nine translations of Sun Tzu's Art of War.

10.
The John Boyd Archive. Articles and briefings written by the brilliant American military strategist.

11.
The Center of Gravity Archive. Article and papers describing various approaches to determining center of gravity.

12.
The Propaganda Archive. Articles and papers on historical and contemporary use of propaganda and information warfare.

13.
Military Manuals. Various military manuals focused on strategy and military campaigning techniques.

PURCHASING YOUR SUBSCRIPTION. Please click here to subscribe to vSente's Armory. We are offering a limited time special 3-day all access pass to vSente's Armory for $9.95 (normally $49.95 for the first month). Thereafter access is $24.95 per month. You can cancel your subscription at anytime.
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