This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
This product (Organic Growth Framework [OGF] Series: Phase 1) is a 23-slide PPT PowerPoint presentation slide deck (PPTX), which you can download immediately upon purchase.
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.
This PPT slide presents a detailed illustration of a Customer Decision Journey Waterfall specifically for wine purchasing. It is structured into phases that outline the various stages and behaviors customers exhibit while making their decisions. The left side highlights the high-level stages of the journey, while the center focuses on individual customer behaviors, represented with corresponding percentages that indicate how many individuals engaged in each activity.
The wine buying process begins with "Origination," where a significant 50% of customers experience low inventory for a basic meal. This stage is crucial as it sets the context for subsequent decisions. As customers progress, they engage in activities like wine tasting and consulting various sources, including websites and friends, to gather information. Notably, 75% of customers decide on bottles and budget at this stage, reflecting a critical decision-making moment.
The right side of the slide illustrates the drop-off points, showing how customer engagement decreases at each stage. For instance, 100% of potential customers start the journey,, but only 40% reach the dedicated trip versus multi-stop trip decision. This highlights the importance of understanding where customers lose interest or abandon the process.
The slide also emphasizes the significance of research and planning, with activities like consulting rankings and browsing retailer websites. The percentages indicate varying levels of engagement, revealing insights into customer preferences and behaviors. Overall, this visual representation serves as a valuable tool for understanding the complexities of the customer decision-making process in the wine market, allowing businesses to tailor their strategies accordingly.
This PPT slide outlines 3 essential characteristics that define high-yield customer behaviors, crucial for driving sustainable growth. The first characteristic, "Upstream Behavior," emphasizes the importance of customer actions that occur early in the Customer Decision Journey. These behaviors significantly influence future purchasing decisions, making it vital for companies to identify and encourage them.
The second characteristic, "Linked to Strong Growth," highlights that these behaviors should connect to growth opportunities that provide disproportionate benefits to the company. The slide suggests that the potential value of these growth sources is contingent on the company's strategic positioning, indicating that a well-defined strategy can enhance the effectiveness of these behaviors.
The third characteristic, "Cost-effective to Change," focuses on the feasibility of altering customer behaviors for a reasonable return on investment (ROI). The slide notes that while some early customer activities can greatly impact later decisions, they may also be challenging to modify due to cost or complexity. An ROI assessment is crucial for identifying which high-yield behaviors can be targeted effectively.
Examples provided illustrate these concepts in practice. For instance, in financial services, encouraging clients to schedule follow-up appointments can lead to higher enrollment rates. In contrast, startups that invest heavily in costly campaigns without assessing profitability risk unsustainable growth. The slide effectively communicates that understanding these behaviors and their interconnections is vital for strategic decision-making in customer engagement and growth initiatives.
This PPT slide outlines the initial phase of mapping the Customer Decision Journey Waterfall, emphasizing its importance in understanding customer behaviors during the buying process. It begins by stating that the Customer Decision Journey encompasses numerous activities, making it impractical to address all of them due to constraints in resources like time and money. This sets the stage for a focused approach.
The content highlights that within this journey, typically only one or 2 activities significantly influence the final purchasing decision. Identifying these critical activities is essential, as they can lead to substantial changes in customer behavior. The slide suggests leveraging the Customer Decision Journey Waterfall as a visual tool to map all customer behaviors against the stages of the journey. This mapping helps in visualizing how different behaviors interconnect.
Furthermore, the slide points out that the waterfall can reveal points where customers may "drop off" or switch paths, indicating critical junctures in the buying process. Understanding these drop-off points is crucial for businesses aiming to enhance customer engagement and drive conversions. The slide concludes by emphasizing that even minor adjustments in customer behavior at these high-yield steps can lead to significant impacts on purchasing outcomes.
Overall, this slide serves as a foundational overview for organizations looking to refine their customer engagement strategies by focusing on the most impactful elements of the Customer Decision Journey.
This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
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