Tactical Innovation

'Adaptive Tactical Systems' is a new concept of operation to improve commercial effectiveness. It is a leading-edge approach to integrate diverse capabilities into a joint whole that is greater than the sum of is parts. The system is the tactic.

Developed as a way to synchronize action in a complex environment, Adaptive Tactical Systems establish a common conceptual framework for thinking about marketing and sales effectiveness, performance measurement, media and marketspace alignment, data integration and the application of technology. Said another way, Adaptive Tactical Systems align a set of marketing and sales components in a unique totality of action.

Adaptive Tactical Systems disrupt the equilibrium of convention and cliché. They create a new operational capability from tailored and dynamic synergies, delivering an innovation shock to competitors who don't think in such terms at all, or are still trying to project linear logic into a realm of complexity. It's a solution for brand teams in need of speedier information-gathering, more actionable knowledge, and faster decision-making.

For more on the methodology, click here to request a PDF of our framework paper, 'Systems Marketing: A New Operating Model for Pharmaceutical Marketing', published in Journal of Consumer Behaviour.