Maneuver | Sun Tzu | John Boyd | Strategy

We're now offering the FIRSTmaneuver campaign manual to enterprises interested in exploring the concept and process behind the methodology. The $49 manual is 350 pages in length and contains 55 diagrams and 26 tables. vSente’s FIRSTmaneuver methodology is based upon experience gained from executing more than 500 marketing campaigns over the past 25 years. Scroll down to read an excerpt from the manual, view the table of contents and to place credit card orders.

EXCERPT

Here is an excerpt reprinted from the introduction of FIRSTmaneuver: The Maneuver Marketing Manual:

According to the Marine Corps Command & Control Manual, the Commander - or in our case the needs three different competitive perspectives. The first is a close-up of the situation - a "feel" for the action gained, which is best obtained through direct observation and personal experience. From this picture, Commanders gain a sense of what subordinates are experiencing - their physical and moral state. It provides perspective of what can and cannot demanded of the troops. Most sales and marketing organizations do a good job of capturing at least part of this view, the part that is focused on customer-centric activities.

The second picture - according to the Marines - is an overall view of the situation. From this perspective, Commanders try to make sense of the relative dispositions of available resources, and the overall patterns of the unfolding situation. They also gauge the difference between the actual situation and the target objective.

The desired result of this overall-view is a quality the military calls "topsight" — a grasp of the big picture. If "insight" is the illumination to be achieved by penetrating inner depths, topsight is what comes from a far-overhead vantage point. It is the bird’s eye view that reveals the whole — the big picture; how the parts fit together. TOPSIGHT is a weakness with most sales and marketing formations. A few roll-up reports or executive graphics are simply not sufficient.

The third picture Commander's try to form consists of the competitive action as seen through the eyes of the enemy commander, or competition. It is from this insight that Commanders will try to deduce possible intentions and anticipate possible moves. The view through competitor's eyes is practically nonexistent with most sales and marketing organizations. Only with advanced and highly customized competitive intelligence competencies and methodologies can this level of "battlefield" comprehension be attained.

Of the three pictures, the first is clearly the most detailed but usually offers a very narrow field of vision. Commanders or in our case - Chief Revenue Officer's (CRO's) who focus only on this perspective risk losing sight of the big picture. The second view provides an overall image but lacks critical detail—just as a situation map only captures a broad impression of the events on the battlefield. CRO's who focus only on this image risk being out of touch with reality. The third picture is largely a mental exercise limited by the fact that we can never be sure what our enemy/competition is up to. Most CRO's never exercise this view, and even when they do they often lack the strategic insight to effectively role-play competitive maneuver.

Click here to place credit card orders. We will download the PDF files immediately upon receiving your order. There are 5 - 4MB files so make sure you have an e-mail address capable of receiving files this large. But first make sure to bookmark this page so you will be able to return to it. Total price is $49 (sales tax of 7.75% added in CA) for one electronic copy. If you have any questions please call 415.457.8449.

TABLE OF CONTENTS

Introduction
Forward
Competition Today
Military Analogue
FIRSTmaneuver
vSente’s Perspective
How to use this Document

Section 01: Concept Methodology

1.0 Dynamics of Competition
1.1 Fighting Back: Large-Scale
1.2 The Competitive Initiative Dilemma

2.0 Competitive Maneuver and Center
2.1 Maneuver vs. Attrition: Comp
2.1.1 Maneuver Theory
2.1.2 Tactics of Maneuver
2.2 Exploiting Centers of Gravity

3.0 Campaigning and Positioning
3.1 What is Campaigning1
3.1.1 Unstructured Campaigning1
3.1.2 Linear Campaigning1
3.1.3 Iterative Campaigning
3.2 Positioning before Campaigning
3.2.1 Competitive Industry Analysis1
3.2.2 Business Model Analysis1
3.2.3 Positioning Strategy
3.3 Physics of Campaigning

4.0 Terrain Maps
4.1 Concept
4.2 Methodology
4.2.1 Mercenary Ground
4.2.2 Exploratory Ground
4.2.3 Expeditionary Ground
4.2.4 Provisionary Ground
4.2.5 Intersecting Ground

5.0 Boyd Cycles, Calibrations
5.1 The Role of Boyd Cycles
5.2 Calibrations Drive Boyd Cycles
5.3 Calibrations and Campaigning
5.4 Offensive Global Positioning?
5.4.1 Systematic Intelligence
5.4.2 Competitive Visualization
5.4.3 Cyclical Calibration
5.4.4 Tactical Execution

6.0 Command and Control (C2)
6.1 Why C2
6.2 Key Functions of C2
6.3 From C2 to C3i
6.4 C3i drives Revenue Engines
6.4.1 Command
6.4.2 Control
6.4.3 Communications
6.4.4 Intelligence

Section 02: System Methodology

FIRSTmaneuver Concept

Key Campaigning Competencies

The Terrain Map

1.0 Function of the Terrain Map
1.1 Describe Opportunity and Threat
1.2 Select the Terrain
1.3 Initialize the Maps
1.4 Calibrate the Axes
1.5 Identify the Features
1.6 Exploit Technology
1.6.1 Data Requirements
1.6.2 Depicting Features
1.6.3 Delivery Platforms
1.7 Recap

The Revenue Engine
Overview
Architecture

Intelligence Cycle
2.0 Function of the Intelligence Cycle
2.1 Acquisition Phase
2.1.1 Information Gathering Process
2.1.1.1 External Information Conduit
2.1.1.2 Internal Information Conduit
2.1.1.3 Campaign Specific Information..
2.1.2 Information Extraction Process
2.1.2.1 Information Monitoring
2.1.2.2 Information Mining
2.1.2.3 Communiqués
2.1.3 Information Accumulate Process
2.1.3.1 Data Form
2.1.3.2 Data Magnitude
2.1.3.3 Data Access
2.1.4 Acquisition Phase Technology
2.1.5 Acquisition Phase Recap
2.2 Assimilation Phase
2.2.1 Data Condense Phase
2.2.2 Prioritization Process
2.2.2.1 Analysis
2.2.2.2 Delivery
2.2.2.3 Data Management
2.2.3 Index Process
2.2.4 Assimilation Phase technology
2.2.5 Assimilation Phase Recap
2.3 Interpretation Phase
2.3.1 Evaluation Process
2.3.2 Analysis Process
2.3.2.1 Interpretative Filters
2.3.3 Interpretation Phase Technology
2.4 Dissemination Phase
2.4.1 Documentation Process
2.4.1.1 Background Material
2.4.1.2 Campaign Reports
2.4.1.3 Visualizations
2.4.1.4 Command Coordinates
2.4.2 Distribution Process
2.4.2.1 Distribution Targeting
2.4.2.2 Distribution Timing
2.4.2.3 Distribution Tracking an...
2.4.3 Dissemination Phase Technology
2.4.3.1 Intelligence Documentation
2.4.3.2 Intelligence Distribution
2.5 Intelligence Cycle Recap

Control Cycle

3.0 Function of the Control Cycle
3.1 Review Campaign Intelligence
3.2 Initialize Control Cycle
3.2.1 Assign Parameters
3.2.1.1 Set Objectives
3.2.1.3 Allocate Formation
3.2.1.3 Articulate Positioning
3.2.2 Design Procedures
3.2.2.1 Define Function and Objectives
3.2.2.2 Describe Structure
3.2.2.3 Coordinate Control Process
3.2.3 Define Terrain Maps
3.3 Manage Calibrations
3.3.1 Reconcile Activities
3.3.2 Adjust Formation
3.3.3 Plot Maneuvers
3.4 Execute Maneuvers
3.4.1 Write Executions
3.4.2 Allocate Resources
3.4.3 Distribute Orders
3.5 Control Cycle Technology
3.6 Control Cycle Recap

Command Cycle

4.0 Function of the Command Cycle
4.1 Monitor Campaign Performance
4.2 Evaluate Opportunity and Threat
4.3 Hold Congregations
4.3.1 Evaluate Direction
4.3.1.1 Positioning Strategy
4.3.1.2 Competitive Strategy
4.3.1.3 Revenue/Sales Model
4.3.2 Adjust Strategy and Direction
4.3.3 Articulate Campaign Mission
4.4 Establish Strategy
4.5 Command Cycle Technology
4.6 Command Cycle Recap

Communicate Cycle
Color Color
5.0 Function of Communicate Cycle
5.1 Assess Communication Requirements
5.2 Reconcile Messaging Requirements
5.3 Develop Communications Elements
5.4 Produce Communications an...
5.5 Communicate Cycle Recap

DIAGRAMS + TABLES

Diagram A: Terrain Map
Diagram B: Revenue Engine
Diagram 1: Competitive Force
Diagram 2: Sample Continuum
Diagram 4: Terrain Map Structure
Diagram 5: Terrain Map Grounds
Diagram 6: Terrain Map Implications
Diagram 7: Boyd Cycles/OGP/...
Diagram 8: C3i Cycle1.
Diagram 9: C3i Architecture1
Diagram 10: Command Cycle1
Diagram 11: Control Cycle1
Diagram 12: Communications Cycle1
Diagram 13: Intelligence Cycle
Diagram 14: FIRSTmaneuver Process
Diagram 15: FIRSTmaneuver Architecture
Diagram 16: What the Revenue Engine Does
Diagram 17: Campaigns and Cycles
Diagram 18: Revenue Engine Leadership
Diagram 19: Specific Functions Revenue...
Diagram 20: Cycles Described by Phases
Diagram 21: Phases of the Command Cycle
Diagram 22: Phases of the Control Cycle
Diagram 23: Phases of the Commun...
Diagram 24: Phases of the Intell...
Diagram 25: Master Terrain Map
Diagram 26: Campaign Terrain Map
Diagram 27: Tempo of the Command Cycle
Diagram 28: Tempo of the Control Cycle
Diagram 29: Tempo of the Communication
Diagram 30: Tempo of the Intelligence...
Diagram 31: Integration of C3i Cycles
Diagram 32: Function of the Intell...
Diagram 33: Intelligence Cycle Phases
Diagram 34: Acquisition Phase Processes
Diagram 35: Information Gathering Process
Diagram 36: Information Extraction...
Diagram 37: Information Accumulate...
Diagram 38: Assimilation Phase Processes
Diagram 39: Data Condense Process
Diagram 40: Prioritization Process
Diagram 41: Index Process
Diagram 42: Interpretation Phase...
Diagram 43: Evaluation Process
Diagram 44: Analysis Process
Diagram 45: Dissemination Phase Processes
Diagram 46: Documentation Process
Diagram 47: Distribution Process
Diagram 48: Intelligence Cycle Process
Diagram 49: Control Cycle Phases
Diagram 50: Assigning the Initial...
Diagram 51: Sample Execution-Communiqu
Diagram 52: Command Cycle Phases
Diagram 53: Describing the Position...
Diagram 54: Advanced Command and ...
Diagram 55: Communicate Cycle Phases

Tables

Table 1: Using Calibrations During...
Table 2: C3i/Boyd Cycle Matrix
Table 3: Initialization of Terrain
Table 4: A Terrain Map Model...
Table 5: Profiling a Terrain Map
Table 6: Describing the Terrain Features
Table 7: Revenue Engine/C3i Cycle Matrix
Table 8: Intelligence Food Chain
Table 9: Matrix of Acquisition...
Table 10: Prioritization Scheme
Table 11: Interpretative Filter Questions
Table 12: Weekly Campaign-Review Format
Table 13: Calibration Intelligence...
Table 14: Formation Coordinates
Table 15: Campaign Objective Matrix
Table 16: Calibration Team Members
Table 17: Calibration Coordination
Table 18: Sample Campaign Reconciliation
Table 19: Sample Campaign Formation
Table 20: Sample Maneuver Matrix
Table 21: Sample Calibration Agenda
Table 22: Sample Opportunity and
Table 23: Strategic Formation
Table 24: Describing the Revenue/Sales
Table 25: Sample Strategic Matrix
Table 26: MARCOM Maneuver Planning Grid

Click here to place credit card orders. We will download the PDF files immediately upon receiving your order. There are 5 - 4MB files so make sure you have an e-mail address capable of receiving files this large. But first make sure to bookmark this page so you will be able to return to it. Total price is $49 (sales tax of 7.75% added in CA) for one electronic copy. If you have any questions please call 415.457.8449.




		CLICK HERE TO ORDER A PDF COPY OF THE FIRSTMANEUVER MANUAL

	We're now offering the FIRSTmaneuver campaign manual to enterprises interested in exploring the concept and process behind the methodology. The $49 manual is 350 pages in length and contains 55 diagrams and 26 tables. vSente’s FIRSTmaneuver methodology is based upon experience gained from executing more than 500 marketing campaigns over the past 25 years. Scroll down to read an excerpt from the manual, view the table of contents and to place credit card orders. EXCERPT Here is an excerpt reprinted from the introduction of FIRSTmaneuver: The Maneuver Marketing Manual: According to the Marine Corps Command & Control Manual, the Commander - or in our case the needs three different competitive perspectives. The first is a close-up of the situation - a "feel" for the action gained, which is best obtained through direct observation and personal experience. From this picture, Commanders gain a sense of what subordinates are experiencing - their physical and moral state. It provides perspective of what can and cannot demanded of the troops. Most sales and marketing organizations do a good job of capturing at least part of this view, the part that is focused on customer-centric activities. The second picture - according to the Marines - is an overall view of the situation. From this perspective, Commanders try to make sense of the relative dispositions of available resources, and the overall patterns of the unfolding situation. They also gauge the difference between the actual situation and the target objective. The desired result of this overall-view is a quality the military calls "topsight" — a grasp of the big picture. If "insight" is the illumination to be achieved by penetrating inner depths, topsight is what comes from a far-overhead vantage point. It is the bird’s eye view that reveals the whole — the big picture; how the parts fit together. TOPSIGHT is a weakness with most sales and marketing formations. A few roll-up reports or executive graphics are simply not sufficient. The third picture Commander's try to form consists of the competitive action as seen through the eyes of the enemy commander, or competition. It is from this insight that Commanders will try to deduce possible intentions and anticipate possible moves. The view through competitor's eyes is practically nonexistent with most sales and marketing organizations. Only with advanced and highly customized competitive intelligence competencies and methodologies can this level of "battlefield" comprehension be attained. Of the three pictures, the first is clearly the most detailed but usually offers a very narrow field of vision. Commanders or in our case - Chief Revenue Officer's (CRO's) who focus only on this perspective risk losing sight of the big picture. The second view provides an overall image but lacks critical detail—just as a situation map only captures a broad impression of the events on the battlefield. CRO's who focus only on this image risk being out of touch with reality. The third picture is largely a mental exercise limited by the fact that we can never be sure what our enemy/competition is up to. Most CRO's never exercise this view, and even when they do they often lack the strategic insight to effectively role-play competitive maneuver. Click here to place credit card orders. We will download the PDF files immediately upon receiving your order. There are 5 - 4MB files so make sure you have an e-mail address capable of receiving files this large. But first make sure to bookmark this page so you will be able to return to it. Total price is $49 (sales tax of 7.75% added in CA) for one electronic copy. If you have any questions please call 415.457.8449. TABLE OF CONTENTS Introduction Forward Competition Today Military Analogue FIRSTmaneuver vSente’s Perspective How to use this Document Section 01: Concept Methodology 1.0 Dynamics of Competition 1.1 Fighting Back: Large-Scale 1.2 The Competitive Initiative Dilemma 2.0 Competitive Maneuver and Center 2.1 Maneuver vs. Attrition: Comp 2.1.1 Maneuver Theory 2.1.2 Tactics of Maneuver 2.2 Exploiting Centers of Gravity 3.0 Campaigning and Positioning 3.1 What is Campaigning1 3.1.1 Unstructured Campaigning1 3.1.2 Linear Campaigning1 3.1.3 Iterative Campaigning 3.2 Positioning before Campaigning 3.2.1 Competitive Industry Analysis1 3.2.2 Business Model Analysis1 3.2.3 Positioning Strategy 3.3 Physics of Campaigning 4.0 Terrain Maps 4.1 Concept 4.2 Methodology 4.2.1 Mercenary Ground 4.2.2 Exploratory Ground 4.2.3 Expeditionary Ground 4.2.4 Provisionary Ground 4.2.5 Intersecting Ground 5.0 Boyd Cycles, Calibrations 5.1 The Role of Boyd Cycles 5.2 Calibrations Drive Boyd Cycles 5.3 Calibrations and Campaigning 5.4 Offensive Global Positioning? 5.4.1 Systematic Intelligence 5.4.2 Competitive Visualization 5.4.3 Cyclical Calibration 5.4.4 Tactical Execution 6.0 Command and Control (C2) 6.1 Why C2 6.2 Key Functions of C2 6.3 From C2 to C3i 6.4 C3i drives Revenue Engines 6.4.1 Command 6.4.2 Control 6.4.3 Communications 6.4.4 Intelligence Section 02: System Methodology FIRSTmaneuver Concept Key Campaigning Competencies The Terrain Map 1.0 Function of the Terrain Map 1.1 Describe Opportunity and Threat 1.2 Select the Terrain 1.3 Initialize the Maps 1.4 Calibrate the Axes 1.5 Identify the Features 1.6 Exploit Technology 1.6.1 Data Requirements 1.6.2 Depicting Features 1.6.3 Delivery Platforms 1.7 Recap The Revenue Engine Overview Architecture Intelligence Cycle 2.0 Function of the Intelligence Cycle 2.1 Acquisition Phase 2.1.1 Information Gathering Process 2.1.1.1 External Information Conduit 2.1.1.2 Internal Information Conduit 2.1.1.3 Campaign Specific Information.. 2.1.2 Information Extraction Process 2.1.2.1 Information Monitoring 2.1.2.2 Information Mining 2.1.2.3 Communiqués 2.1.3 Information Accumulate Process 2.1.3.1 Data Form 2.1.3.2 Data Magnitude 2.1.3.3 Data Access 2.1.4 Acquisition Phase Technology 2.1.5 Acquisition Phase Recap 2.2 Assimilation Phase 2.2.1 Data Condense Phase 2.2.2 Prioritization Process 2.2.2.1 Analysis 2.2.2.2 Delivery 2.2.2.3 Data Management 2.2.3 Index Process 2.2.4 Assimilation Phase technology 2.2.5 Assimilation Phase Recap 2.3 Interpretation Phase 2.3.1 Evaluation Process 2.3.2 Analysis Process 2.3.2.1 Interpretative Filters 2.3.3 Interpretation Phase Technology 2.4 Dissemination Phase 2.4.1 Documentation Process 2.4.1.1 Background Material 2.4.1.2 Campaign Reports 2.4.1.3 Visualizations 2.4.1.4 Command Coordinates 2.4.2 Distribution Process 2.4.2.1 Distribution Targeting 2.4.2.2 Distribution Timing 2.4.2.3 Distribution Tracking an... 2.4.3 Dissemination Phase Technology 2.4.3.1 Intelligence Documentation 2.4.3.2 Intelligence Distribution 2.5 Intelligence Cycle Recap Control Cycle 3.0 Function of the Control Cycle 3.1 Review Campaign Intelligence 3.2 Initialize Control Cycle 3.2.1 Assign Parameters 3.2.1.1 Set Objectives 3.2.1.3 Allocate Formation 3.2.1.3 Articulate Positioning 3.2.2 Design Procedures 3.2.2.1 Define Function and Objectives 3.2.2.2 Describe Structure 3.2.2.3 Coordinate Control Process 3.2.3 Define Terrain Maps 3.3 Manage Calibrations 3.3.1 Reconcile Activities 3.3.2 Adjust Formation 3.3.3 Plot Maneuvers 3.4 Execute Maneuvers 3.4.1 Write Executions 3.4.2 Allocate Resources 3.4.3 Distribute Orders 3.5 Control Cycle Technology 3.6 Control Cycle Recap Command Cycle 4.0 Function of the Command Cycle 4.1 Monitor Campaign Performance 4.2 Evaluate Opportunity and Threat 4.3 Hold Congregations 4.3.1 Evaluate Direction 4.3.1.1 Positioning Strategy 4.3.1.2 Competitive Strategy 4.3.1.3 Revenue/Sales Model 4.3.2 Adjust Strategy and Direction 4.3.3 Articulate Campaign Mission 4.4 Establish Strategy 4.5 Command Cycle Technology 4.6 Command Cycle Recap Communicate Cycle Color Color 5.0 Function of Communicate Cycle 5.1 Assess Communication Requirements 5.2 Reconcile Messaging Requirements 5.3 Develop Communications Elements 5.4 Produce Communications an... 5.5 Communicate Cycle Recap DIAGRAMS + TABLES Diagram A: Terrain Map Diagram B: Revenue Engine Diagram 1: Competitive Force Diagram 2: Sample Continuum Diagram 4: Terrain Map Structure Diagram 5: Terrain Map Grounds Diagram 6: Terrain Map Implications Diagram 7: Boyd Cycles/OGP/... Diagram 8: C3i Cycle1. Diagram 9: C3i Architecture1 Diagram 10: Command Cycle1 Diagram 11: Control Cycle1 Diagram 12: Communications Cycle1 Diagram 13: Intelligence Cycle Diagram 14: FIRSTmaneuver Process Diagram 15: FIRSTmaneuver Architecture Diagram 16: What the Revenue Engine Does Diagram 17: Campaigns and Cycles Diagram 18: Revenue Engine Leadership Diagram 19: Specific Functions Revenue... Diagram 20: Cycles Described by Phases Diagram 21: Phases of the Command Cycle Diagram 22: Phases of the Control Cycle Diagram 23: Phases of the Commun... Diagram 24: Phases of the Intell... Diagram 25: Master Terrain Map Diagram 26: Campaign Terrain Map Diagram 27: Tempo of the Command Cycle Diagram 28: Tempo of the Control Cycle Diagram 29: Tempo of the Communication Diagram 30: Tempo of the Intelligence... Diagram 31: Integration of C3i Cycles Diagram 32: Function of the Intell... Diagram 33: Intelligence Cycle Phases Diagram 34: Acquisition Phase Processes Diagram 35: Information Gathering Process Diagram 36: Information Extraction... Diagram 37: Information Accumulate... Diagram 38: Assimilation Phase Processes Diagram 39: Data Condense Process Diagram 40: Prioritization Process Diagram 41: Index Process Diagram 42: Interpretation Phase... Diagram 43: Evaluation Process Diagram 44: Analysis Process Diagram 45: Dissemination Phase Processes Diagram 46: Documentation Process Diagram 47: Distribution Process Diagram 48: Intelligence Cycle Process Diagram 49: Control Cycle Phases Diagram 50: Assigning the Initial... Diagram 51: Sample Execution-Communiqu Diagram 52: Command Cycle Phases Diagram 53: Describing the Position... Diagram 54: Advanced Command and ... Diagram 55: Communicate Cycle Phases Tables Table 1: Using Calibrations During... Table 2: C3i/Boyd Cycle Matrix Table 3: Initialization of Terrain Table 4: A Terrain Map Model... Table 5: Profiling a Terrain Map Table 6: Describing the Terrain Features Table 7: Revenue Engine/C3i Cycle Matrix Table 8: Intelligence Food Chain Table 9: Matrix of Acquisition... Table 10: Prioritization Scheme Table 11: Interpretative Filter Questions Table 12: Weekly Campaign-Review Format Table 13: Calibration Intelligence... Table 14: Formation Coordinates Table 15: Campaign Objective Matrix Table 16: Calibration Team Members Table 17: Calibration Coordination Table 18: Sample Campaign Reconciliation Table 19: Sample Campaign Formation Table 20: Sample Maneuver Matrix Table 21: Sample Calibration Agenda Table 22: Sample Opportunity and Table 23: Strategic Formation Table 24: Describing the Revenue/Sales Table 25: Sample Strategic Matrix Table 26: MARCOM Maneuver Planning Grid Click here to place credit card orders. We will download the PDF files immediately upon receiving your order. There are 5 - 4MB files so make sure you have an e-mail address capable of receiving files this large. But first make sure to bookmark this page so you will be able to return to it. Total price is $49 (sales tax of 7.75% added in CA) for one electronic copy. If you have any questions please call 415.457.8449.