DO YOU NEED SALES NOW?
DO THE NEXT 90 DAYS LOOK THIN?
HAS YOUR PIPELINE TURNED INTO A GARDEN HOSE?
TIRED OF WAITING FOR YOUR AGENCIES CAMPAIGN TO WORK?
GENERATING LEADS BUT NOT REVENUE?
ARE YOU GETTING YOUR ASS KICKED?
IS IT TIME TO START KICKING SOME ASS?
If so, then vSente's Attack Workshop could be the perfect catalyst for you and your team to immediately begin waging and winning your own battle for market share.
THE ART OF ATTACK WORKSHOP is an intensive two-day, hands-on session ideally suited for enterprises engaged in serious battles for market share against larger, better provisioned competitors. The two-day workshop format will:
01. Identify winning strategies and tactics.
02. Introduce competitive marketing tools and techniques.
03. Describe how to create accountable and effective marketing campaigns.
For 20 hours spread over the course of two days, workshop participants will challenge traditional marketing practices and uncover new processes, approaches and methodologies that will catalyze winning strategies and tactics.
POWERFUL NEW TOOLS AND TECHNIQUES
The Attack Workshop will add a powerful set of tools and techniques to your marketing competencies. You will learn how to use maneuver theory in order to attack and dislodge larger, better provisioned competitors. Maneuver theory can significantly reduce the cost and increase the effectiveness of your marketing campaigns. Specifically you will learn how to:
01. Identify exploitable competitor weaknesses.
02. Properly frame campaign mission, strategy, objectives and tactics.
03. Convert your existing sales and marketing organization into an attack engine.
04. Metric and map campaigns for maximum accountability.
05. Eliminate sales and marketing organizational conflicts.
06. Significantly reduce your marketing and advertising budget.
WORKSHOP DELIVERABLES
The primary deliverable of the workshop is the one-page Plan of Attack which contains the following:
01. Adversary's critical vulnerability.
02. Attack signals supporting critical vulnerability.
03. Mission statement.
04. Objective.
05. Strategy.
06. Tactics.
07. Campaign communication and technology requirements.
08. Campaign competencies necessary to execute campaign.
09. Campaign communication elements.
10. Attack engine participants, roles, timing and events.
11. Basic industry terrain map.
12. Three-move set.
Additionally each workshop participant leaves with a toolbox full of techniques and resources including:
01. 500-page briefing book.
02. The Art of Attack Manual.
03. 36" x 36" Attack Plan Wall Map.
04. Complimentary one-year subscription to the Art of Attack Library.
WHO SHOULD ATTEND?
The Art of Attack Workshop is designed for marketing practitioners engaged in battles for market share. Who should attend?
01. CEO's and senior level sales and marketing executives.
02. Marketing communications teams.
03. Sales and marketing teams.
WORKSHOP LEADER
The seminar is led by Mike Smock, the founder of vSente and an internationally recognized marketing expert. Immediately prior to vSente, he was the Executive Vice President Sales and Marketing for CRM vendor Moss Software (recently sold to E.piphany) and Chief Revenue Officer for outdoor apparel maker Gramicci. Smock has led more than 500 campaigns in 38 different industries as diverse as pipe fabrication, enterprise software and retail merchandising. For clients ranging from the Fortune 500 to VC backed startups and small privately held businesses. And for campaigns ranging in size from a one-week, $1,000 key account initiative to a nine-month $17 million product launch. Clients have included GTE, Marshall Industries, IBM, Phillips, Texas Instruments, Jacobs Engineering, Weider Nutrition, Luxul Broadband, SyQuest Corporation, Christensen Boyles Corporation, Lockwood Greene and many small, privately held enterprises.
WORKSHOP FACILITIES, SCHEDULE AND AGENDA
For 20 hours spread over the course of two days, workshop participants will challenge traditional marketing practices and uncover new processes, approaches and methodologies that will catalyze winning strategies and tactics. Workshops are generally held on premise at enterprise offices. Off-site retreats can be arranged if desired. This is the schedule for a typical agenda:
The pre-heat. The purpose of the pre-heat is to prepare for the two-day workshop. During the pre-heat the workshop client provides vSente with general industry and business backgrounding information along with specific information about customers and competitors. The workshop client will also have reading assignments backgrounding key topics covered during the sessions. The pre-heat takes place 7-14 days before the scheduled workshop.
Agenda
Day One: Attack Theory
07:30am :: Check-in
07:45am :: Welcome | Agenda | Objectives of the Workshop
08:00am :: Briefing - Introduction to Maneuver Theory - Attack and Dislodge
10:30am :: Break
10:45am :: Briefing - Introduction to Maneuver Theory - Attack and Dislodge
12:30pm :: Lunch
01.00pm :: Briefing - Introduction to the Terrain Map
02:00pm :: Briefing - Introduction to the Attack Engine
03:00pm :: Break
03:15pm :: Briefing - Introduction to Center of Gravity
05:00pm :: Break for day
Day Two: Planning the Attack
08:00am :: Identifying and Exploiting Competitor Vulnerabilities.
10:00am :: Break
10:15am :: Determining mission, objective, strategy and tactics.
11:00am :: Forming the Attack Engine: Participants, roles, timing, events.
12:00pm :: Lunch
01:00pm :: Metric and map the campaign.
03:00pm :: Break
03:15pm :: Finalize the one-page Plan of Attack.
05:00pm :: Summary and Closing.
PRICING AND LOGISTICS
The cost of the Art of Attack Workshop is $9,950 for a single enterprise which includes a maximum of five enterprise participants. The cost covers all of the deliverables described plus Illustrator files for the 36" X 36" attack plan wall map. Travel and production expenses are not included in the workshop fee and are billed separately after the workshop. The workshop fee must be paid in full 14-days prior to the seminar date.
CONTACT INFORMATION.
The location of the client is not important - we get inquiries from and can mobilize almost anywhere globally. Call me on my direct line at 415.457.8449 if you'd like to discuss a workshop. Our general e-mail address is info@vsente.com. David can be reached at +44 (0) 123 366 3199 in the UK.
WORKSHOP SUMMARY
vSente's Attack Workshops are designed for a single enterprise confronting an urgent revenue threat or opportunity.
Topic - The Art of Attack
Deliverable - Plan of Attack
Audience - CEO's / Marketing / Sales
Scale - Small / Medium-sized Enterprise
Duration - Two Days
Location - Enterprise site
Cost - $9,950
Dates - On-demand
Booking - Call 415.457.8449
The price of the Attack Workshop includes up to five participants and assumes the workshop takes place on-site at enterprise facilities. Provisions can be made for off-site retreats. Call 415.457.8449 for more information and available dates.
WHATS BEING SAID ABOUT WORKSHOP FACILITATOR MIKE SMOCK
... wouldn't you love to have this guy working for you?
David Sims - TMCnet Contributing Editor
..."wikked smaht" as they say in Boston.
Harry Joiner - Marketing Headhunter
...a warrior who knows how to use reason.
Paul Greenberg - Author, CRM Guru
David Ogilvy and Bill Bernbach would have sided with Smock.
Marc Babej - Forbes Columnist
...A working man's version of Michael Porter.
Curt Sahakian - Corporate Partnering Institute
WORKSHOP TOOLS
Below are some of the tools we use during an Attack Workshop. The generic versions of these tools are available in vSente's Armory
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.
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.
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.
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.
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.
Call 415.457.8449 for more information on a vSente Workshops.
