Military strategy in marketing and sales processes

"It's a war out there!" is an oft-cited statement about the competitive business landscape. In the fight for acquiring customers and earning profits, companies employ variable sales tactics. The challenge is to deploy the strategy that hits the bull's eye every time.

Eastern philosopher Sun Tzu wrote the Art of War in 500 B.C. Overlaying his military strategies with marketing processes makes for some compelling arguments. "The best policy in war is to attack the enemy's strategy," Sun Tzu says. "The second best way is to disrupt his alliances through diplomatic means."1 In market-speak, align customer needs with your organization's ability to meet them. Use a rubber-meets-the-road tactic to add real value to customers' experience with your company. By defining your strategy in terms of your customers (and your competitors' customers), you'll disrupt the enemy's alliances and win increased loyalty and profits.