Some vendors are Big M (Marketing) and some are Big S (Sales). Depending on the which of these 2 areas the real heavy lifting happens. Frontal Attack refers to either of these 2 cases to try and take the fight to the competition, while focusing on getting the Buyer to be on your side. This is usually done when you have a big presence in an account or a region or around the globe. When executed well, it builds confidence and demonstrates Seller’s interest in doing business with the Buyer.