Organic Growth Framework (OGF) Series: Phase 1 (PowerPoint PPTX Slide Deck)

PPT DESCRIPTION

Explore the Organic Growth Framework (OGF) by ex-McKinsey consultants. Phase 1 focuses on mapping the Customer Decision Journey to drive sustainable growth. Organic Growth Framework (OGF) Series: Phase 1 is a 23-slide PPT PowerPoint presentation slide deck (PPTX) available for immediate download upon purchase.

Explore Slides inside the Deck:

Customer Decision Journey Waterfall for Wine Purchasing Key Characteristics of High-Yield Customer Behaviors Mapping the Customer Decision Journey for Impact

Growth can be achieved through corporate marketing (i.e. organic growth) or M&A (i.e. inorganic growth). The traditional approach to growth focuses on product differentiation and then marketing this differentiation. However, research and experience has shown, the differentiated, superior product doesn't always win the customer.

The Organic Growth Framework (OGF) is an approach to organic growth that focuses on changing customer behavior, instead of differentiating products. The central idea of the OGF is that we can drive faster, more reliable sales growth by identifying and focusing on 1 or 2 high-yield customer behaviors. Through this approach, we can change the behavior of customers at critical places in their buying journey, thereby shifting them onto paths most favorable to our offering.

The Organic Growth Framework follows a 5-phase process.

1. Map the Customer Decision Journey Waterfall
2. Use Propensity-based Segmentation
3. Identify Points of Leakage and Leverage
4. Develop a Behavior Change Value Proposition (BCVP)
5. Invest Disproportionately and Sequentially

This presentation is part of a series on OGF and focuses on the first phase of the process. Topics discussed include the Customer Decision Journey, the Marketing Strategy Process, Strategic Objectives, Propensity-based Segmentation, among topics.

This deck also includes slide templates for you to use in your own business presentations.

Phase 1 of the Organic Growth Framework (OGF) zeroes in on mapping the Customer Decision Journey Waterfall. This phase is crucial for understanding customer behaviors and identifying high-yield behaviors that can be influenced to drive growth. The presentation includes diagnostic questions to uncover root causes of drop-offs, and emphasizes the importance of defining behavioral objectives. It also provides illustrative examples and templates to help you map and analyze the customer journey effectively. This approach ensures that even minor changes in customer behavior can lead to significant growth, making it an essential tool for any business aiming for sustainable organic growth.

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PPT SLIDES

Customer Decision Journey Waterfall for Wine Purchasing

This PPT slide illustrates the Customer Decision Journey Waterfall for wine purchasing, structured into phases that outline customer behaviors. The journey begins with "Origination," where 50% of customers face low inventory for basic meals. At this stage, 75% of customers decide on bottles and budget, marking a critical decision-making moment. The right side displays drop-off points, revealing that 100% of potential customers start the journey,, but only 40% reach the dedicated trip versus multi-stop trip decision. Research and planning activities, such as consulting rankings and browsing retailer websites, show varying engagement levels, providing insights into customer preferences and behaviors in the wine market.

Key Characteristics of High-Yield Customer Behaviors

This PPT slide outlines 3 characteristics of high-yield customer behaviors essential for sustainable growth. "Upstream Behavior" refers to early actions in the Customer Decision Journey that influence future purchasing decisions, highlighting the need for companies to identify and encourage these behaviors. "Linked to Strong Growth" indicates that these behaviors should connect to growth opportunities that offer disproportionate benefits, contingent on the company's strategic positioning. "Cost-effective to Change" emphasizes the feasibility of modifying customer behaviors for a reasonable return on investment (ROI), noting that while some early activities impact later decisions, they may be difficult to alter due to cost or complexity. Examples include financial services encouraging follow-up appointments to boost enrollment rates and startups risking unsustainable growth by investing in costly campaigns without ROI assessment. Understanding these behaviors and their interconnections is vital for strategic customer engagement and growth initiatives.

Mapping the Customer Decision Journey for Impact

This PPT slide outlines the Customer Decision Journey Waterfall, highlighting its role in mapping customer behaviors during the buying process. The journey includes numerous activities,, but typically only one or 2 significantly impact purchasing decisions. Identifying these critical activities can lead to substantial changes in customer behavior. The Customer Decision Journey Waterfall serves as a visual tool to map customer behaviors against journey stages, revealing drop-off points where customers may switch paths. Understanding these junctures is essential for enhancing customer engagement and driving conversions. Minor adjustments in behavior at these high-yield steps can significantly impact purchasing outcomes, making this framework vital for refining customer engagement strategies.

Source: Best Practices in Customer Decision Journey, Growth Strategy PowerPoint Slides: Organic Growth Framework (OGF) Series: Phase 1 PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting