THE ART OF ATTACK How To Attack a

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					           T H E ART O F ATTAC K
         How To Attack and Dislodge
            the Larger Competitor




VSENTE
                WEBINAR :: 04.21.05
1                                2                                    3
    TODAY’S PRESENTERS                                                    WHAT YOU’LL TAKE
                                     WHY ATTACK THE
    AND THE TOPIC:                                                        AWAY TODAY...
                                     LARGER COMPETITOR?
    Mark Organ CEO of Eloqua                                              A new competency - the
                                     Because that’s where the             application of maneuver
    and Mike Smock Managing          customers are!
    Director of vSente                                                    theory to marketing
                                                                          campaigning




    The topic of today’s             Customers trained to write           A new formation - how to
    webinar is:                      the checks and buy the               build your own attack engine
                                     products you sell today.
    How to Attack and Dislodge                                            A plan of action - A six step
    the Larger Competitor                                                 plan.




                      Welcome to Today’s Webinar
          At the end of today’s webinar all attendees will get a free
               PDF copy of the Attack Manual (a $49.95 value).

                                          NEXT: Marketing Challenges: Results, Accountability, Competitiveness
                     VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                 MARKETING CHALLENGES:
           Results, Accountability, Competitiveness



   CEO’S demanding ROI.
                                                                              “Marketers are clueless.”
   Budgets shrinking. Influence waning.                                               Philip Kotler, August 2004, London


   Branding, CRM, customer delight and                                   “Marketing is a dead-end job.”
   other promising strategies not living                                            Al Ries, March 2005, B2B Magazine,
   up to their potential.




                                                                NEXT: MARKETING CHALLENGES: Organizational Issues
REFERENCE SECTION 01.02.00THE ATTACK MANUAL
                      VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                            MARKETING CHALLENGES:
                              Organizational Issues


    Focus on rigid, hierarchical command
    and control.

    Emphasis on creative over strategic
    competencies.

    Cultural differences between sales
    and marketing archetypes.

    Nurturing, passive skills emphasized
    over competitive, assertive instincts.



                                                                                    NEXT:MARKETING CHALLENGES:
REFERENCE SECTION 01.08.00 THE ATTACK MANUAL                                     Need Intelligent Marketing Organizations
                      VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                 MARKETING CHALLENGES:
           Need Intelligent Marketing Organizations


   Effective coordination is made possible
   by orientation - the process of
   converting intelligence into effective
   strategy and tactics.

   Calibrating customer, competition and
   your competency generates
   orientation.

    New doctrine driven by intelligence
   and designed for unpredictable,
   rapidly changing situations is required
   for truly effective marketing
   campaigns.
                                                                           NEXT:INTRODUCING THE ATTACK ENGINE:
REFERENCE SECTION 01.07.00 THE ATTACK MANUAL
                                                                             Agile, Assertive. Intelligent,Cohesive
                      VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



               INTRODUCING THE ATTACK ENGINE:
               Agile, Assertive, Intelligent, Cohesive


   The attack engine eliminates traditional
   organizational hierarchy and replaces it
   with functional cycles.

   An attack engine orchestrates sales and
   marketing assets in a coordinated
   fashion. The attack engine is a virtual
   formation organized for a specific
   campaign and then disbanded.

   The attack engine utilizes existing sales
   and marketing personnel, agencies
   and consultants.
                                                                                    NEXT: THE ATTACK ENGINE:
REFERENCE SECTION 03.01.00 THE ATTACK MANUAL                                     The Attack Engine Has Four Cycles
                      VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                           THE ATTACK ENGINE:
                      Driven by a Campaign Manager


                                                                                                                EVP Sales &
                                                                                                                 Marketing
   Each cycle encompasses a specific set                              Campaign
                                                                       Manager
   of activities, has an “owner” who is
   responsible for these activities, has a
   cycle time over which a specific activity
   or set of activities occurs and
   culminates with an event or a
   deliverable.
                                                                        Sales
                                                                       Manager                                     Marketing
                                                                                                                   Manager




                                                                                     NEXT: THE ATTACK ENGINE:
REFERENCE SECTION 03.05.00 THE ATTACK MANUAL                                       Eloqua Wires the Attack Engine
             VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                  THE ATTACK ENGINE:
             Eloqua Wires The Attack Engine

Eloqua’s hypersite technology can wire
the attack engine.                                           Command


Hypersite shows real-time tracking
and reporting on sales and marketing                                                                        Orientation
campaigns that are driving prospects
                                                                                    HYPERSITE
to website in all mediums—email,
direct mail, keyword, TV, radio, print
and more.
                                                         Execution
The hypersite delivers operational                                                                     Communication
agility and accountable campaigning.
                     VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                         HOW TO ATTACK:
                 Why Attack the Larger Competitor?

   Source of immediate revenue:
   Competitors are where the customers
   are. Customers trained to write the
   checks and buy the products you sell.

   Part of the strategy palette: Fight or
   innovate and fight: Blue Ocean vs.
   Hardball

   Critical competency: Attacking the
   larger competitor is opportunistic at
   times and necessary at other times.

   Cost effective: No R&D costs or new
   market development risk.
                                                                                      NEXT: HOW TO ATTACK:
REFERENCE SECTION 01.01.00 THE ATTACK MANUAL                                        Introducing the Art of Attack
                     VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                              HOW TO ATTACK:
                         Introducing the Art of Attack

   The art of attack is based upon
   maneuver theory. The essence of
   maneuver theory is the ability to shape
   the competitive landscape to your
   advantage and the disadvantage of
   your adversaries.

   By applying maneuver theory,
   campaigners can approach Sun Tzu’s
   ideal of winning without fighting.
   Maneuver theory was advanced in the
   last half of the 20th century by John
   Boyd the maverick fighter pilot turned
   military scholar and his O-O-D-A Loop.

                                                                                      NEXT: HOW TO ATTACK:
REFERENCE SECTION 02.04.00 THE ATTACK MANUAL                                         Step One: Center of Gravity
                     VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                  HOW TO ATTACK:
     Step One - Determining the Center of Gravity




   The importance of intelligence. Buying
                                                                                                               CENTER
   ads vs. buying research.
                                                                                                                 OF
   Defining center of gravity. Art not
   science. Strength or vulnerability?                                                                         GRAVITY

                                                                                                               ANALYSIS
   Microsoft’s center of gravity




                                                                                      NEXT: HOW TO ATTACK:
REFERENCE SECTION 02.14.00 THE ATTACK MANUAL                                           Step Two:Terrain Map
                     VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                   HOW TO ATTACK:
       Step Two: Creating an Industry Terrain Map

   The terrain map is a powerful
   visualization tool for campaign                                                                     Y
   effectiveness and accountability.                                  Txt
   A terrain map visualizes the
   relationship of forces in markets,
   industries, and business strategies over                             X
                                                                                                                    VOLUME
                                                                                                                    Revenue
   time and uncovers competitive
   strengths and vulnerabilities.

   Volume (revenue, share, etc) and value
   (margin, share price, etc) are basic                                                                VALUE
   map coordinates. How much? How                                                                       Profit

   valuable?


                                                                                      NEXT: HOW TO ATTACK:
REFERENCE SECTION 03.14.00 THE ATTACK MANUAL                                       Step Three: Framing the Attack
                     VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                            HOW TO ATTACK:
                      Step Three: Framing the Attack



   Attacks must be constrained to a
   manageable frame of reference.

   The Strategy: Verb + Subject - Increase
   quality, decrease price, etc.

   Wrapping a strategy: Mission +
   Objective




                                                                                      NEXT: HOW TO ATTACK:
REFERENCE SECTION 04.03.02 THE ATTACK MANUAL                                         Step Four: The Attack Array
                 VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                HOW TO ATTACK:
     Step Four: Determining the Attack Array


                                                                SYQUEST TV SPOTS: Rapid cycle messaging

What do we attack with? A business
uses competencies to attack a
competitors competencies.

The basic attack array: Price, Quality,
Service, Features, Reputation.
Execution.

Rapid cycle messaging. Quick turns.
Easy to modify. Cost effective
messaging platforms.


                                                                                 NEXT: HOW TO ATTACK:
 REFERENCE: The SyQuest Case Study                                         Step Five: Forming the Attack Engine
                     VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                        HOW TO ATTACK:
              Step Five: Forming the Attack Engine



   Determine who owns each cycle.

   Define the function of each cycle.

   Determine the duration of each cycle.

   Define the cycle event.




                                                                                       NEXT: HOW TO ATTACK:
REFERENCE SECTION 03.07.00 THE ATTACK MANUAL                                         Step Six:The Three Set Move
                     VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                              HOW TO ATTACK:
                        Step Six: The Three Move Set

   Tactics need to be thought out at least
   three moves and MUST contain a
   decisive action that will deliver a
   sustainable advantage.
                                                                     MOVE 1: SyQuest attacks Iomega’s center of gravity with a series
   Rarely is a strategy effective on the                             of ads.
   first move. For example, rarely does                              MOVE 2: Iomega counter-attacks SyQuest’s viability. Industry
   the leader abandon a customer or                                  rallies to SyQuest defense.
   market simply because a challenger                                MOVE 3: SyQuest converts Iomega’s counter-attack to new
   offers a discounted price.                                        Syquest customers resulting in five-fold revenue increase in 60
                                                                     days.

   The three move set consists of the                                DECISIVE ACTION: SyQuest launch’s category killer product
                                                                     dubbed the Zip killer by industry pundits.
   challengers opening move, the leaders
   response, and then the challengers
   second move.

REFERENCE SECTION 04.18.00 THE ATTACK MANUAL
                                                                                                NEXT:Summary
             VSENTE | ELOQUA WEBINAR :: 04.21.05 :: How to Attack and Dislodge the Larger Competitor



                                          SUMMARY


We have introduced several new ideas
for the competitive marketer.

First, how to convert a traditional sales
and marketing organization into an
attack engine.

Next, maneuver theory and how it can
increase the effectiveness of your
marketing campaigning.

Last, how to optimize the utilization of
technology in marketing
campaigning.
     VSENTE

       CONTACT:     CONTACT:

     Mike Smock     Mark Organ
Managing Director   CEO
          vSente    Eloqua
   San Francisco    Toronto
 www.vsente.com     www.eloqua.com

				
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