WORKSHOP SUMMARY
vSente's MARCOM Workshops are designed for small and medium-sized enterprise marketing managers seeking to build effective and accountable marketing organizations.
Topic - Increasing MARCOM Accountability and Effectiveness
Deliverables - Revenues, Profit, Market Share
Audience - Marketing Managers
Scale - Small / Medium-sized Enterprise
Duration - Two Days
Location - San Francisco
Cost - $1,950
Dates - July 19-20, 2007
Booking - Call 415.457.8449
The MARCOM Workshop is designed for a maximum of 15 participants assuring great small group dynamics.
WHAT'S 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 vSente's MARCOM 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.
A POWERFUL REVENUE ENGINE
July 19-20, 2007 :: The Hyatt Regency - San Francisco :: Limited Seats Available!
- 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.
01. Define winning marketing approaches..
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
vSente's Marcom 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 a revenue 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
Each workshop participant leaves with a toolbox full of techniques and resources including:
01. 500-page briefing book,
02. The Attack Manual
03. 36" x 36" Terrain Map
04. Complimentary one-year subscription to vSente's Armory.
WHO SHOULD ATTEND?
vSente's Marcom Workshop is designed for marketing practitioners engaged in battles for market share. Who should attend?
01. Marketing Executives
02. Chief Marketing Officers
03. Marketing Communication Managers
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:
DAY ONE:
07:30am :: Check-in
07:45am :: Welcome | Agenda | Objectives of the Seminar
08:00am :: Briefing - Critical Vulnerabilities of Traditional Marketing Organizations
10:00am :: Briefing - Evolving Marcom Departments Into Enterprise Revenue Engines
01:00pm :: Briefing - Demonstrating 14 New Tools & Techniques.
05.00pm :: Summary
DAY TWO
08:00am :: Briefing - Building a Revenue Engine
10:00am :: Strategy and Tactics
01:00pm :: Planning Campaigns
05:00pm :: Summary and Closing.
PRICING AND LOGISTICS
The cost of vSente's MARCOM Workshop is $1,950. Attendance is limited to 15 - so book now. The workshops are held at the Hyatt Regency San Francisco - located on the Embarcadero in the heart of San Francisco. Travel and lodging expenses are not included in the workshop fee and are the responsibility of each attendee. Snacks and lunch are provided each day. The workshop fee must be paid in full 14-days prior to the workshop date.
If you would like to pay by company check or have questions about the workshop please feel free to call 415.457.8449. You may cancel your registration up to 14 days in advance of the seminar for a full refund. No cancellations can be allowed with less than 14 days due to prepayments and other production commitments we must make in advance in order to put on each workshop.
CONTACT INFORMATION.
Call 415.457.8449 if you'd like to discuss a workshop. Our general e-mail address is info@vsente.com.
