Once you've committed to a vertical marketing model, you've embraced the idea of marketing discipline. Marketing discipline drives the idea of market definition.

The process of market definition isn't a one time event. Instead market definition is a series of reformations – each getting closer and closer to the most precise mix of marketing events and strategies.

As that process unfolds, financial control is a natural result. A vertical marketing approach allows you to keep a close eye on the cost-effectiveness of each and every strategy – each and every dollar spent. You're spending more money on the marketing issues that have the most impact and less money experimenting.