Organic Growth Framework (OGF) Series: Phase 2 (PowerPoint PPTX Slide Deck)

PPT DESCRIPTION

Explore Phase 2 of the Organic Growth Framework (OGF) by ex-McKinsey consultants. Master propensity-based segmentation to drive targeted, sustainable growth. Organic Growth Framework (OGF) Series: Phase 2 is a 23-slide PPT PowerPoint presentation slide deck (PPTX) available for immediate download upon purchase.

Explore Slides inside the Deck:

Behavior-Driven Customer Segmentation Strategy Overview Propensity-Based Segmentation Mapping Framework Optimizing Targeted Marketing with a Propensity Segmentation Framework

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 second 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 2 of the Organic Growth Framework (OGF) delves into Propensity-based Segmentation, a critical step for identifying and targeting high-yield customer behaviors. This phase emphasizes the creation of a segmentation map, leveraging observable characteristics to pinpoint actionable customer segments. By focusing on propensity, we can align marketing strategies with behaviors that drive growth, ensuring resources are allocated efficiently. This approach not only identifies attractive segments, but also provides a competitive edge by utilizing proprietary segmentation methodologies. The deck includes detailed processes and templates to facilitate implementation in your organization.

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PPT SLIDES

Behavior-Driven Customer Segmentation Strategy Overview

This PPT slide outlines a strategic framework for customer segmentation based on propensity for high-yield behaviors. It emphasizes segmenting customers by their willingness or resistance to change, suggesting resource allocation towards those likely to adopt these behaviors. The Organic Growth Framework (OGF) shifts the focus from product-centric to behavior-driven segmentation, utilizing a Customer Value Framework (CVF) to encourage specific customer actions, such as website visits or reading reviews. Defining segments by observable characteristics enhances targetability and aligns marketing strategies with actual customer behaviors, leading to improved engagement and sustainable growth.

Propensity-Based Segmentation Mapping Framework

This PPT slide outlines the second phase of the Organic Growth Framework, focusing on propensity-based segmentation mapping. The first step is constructing a segmentation frame by arranging short-list variables to select the most insightful ones. Each market cell is populated with estimates reflecting the propensity for high-yield behavior. Next, propensity-based segments are identified by grouping market cells with similar propensities, enhancing the understanding of customer behavior. The final step involves prioritizing segments by adding data on market size and growth potential, which aids in evaluating and ranking segments for effective resource allocation. This structured approach enables organizations to leverage data-driven insights for refined market segmentation and informed decision-making.

Optimizing Targeted Marketing with a Propensity Segmentation Framework

This PPT slide outlines a three-step process for developing a propensity-based segmentation map, essential for targeted marketing. The first step, "Identify Segmentation Variables," involves generating and screening potential variables for observability and actionability, correlating them with behavioral objectives to refine the list. The second step, "Construct and Populate Segmentation Frame," focuses on building a framework that incorporates selected variables, facilitating customer segment analysis. The final step, "Define the Segments," emphasizes identifying and prioritizing propensity-based segments, ensuring efficient resource allocation for growth. This process enhances segmentation efforts by integrating behavioral insights, refining marketing strategies, and improving customer engagement.

Benefits of Propensity-Based Segmentation Approach

This PPT slide outlines the benefits of propensity-based segmentation, highlighting 3 key advantages. First, propensity-based segments are actionable and meaningful, allowing for targeted strategies across corporate functions by selecting observable customer characteristics. Second, this segmentation directs focus toward the easiest sources of growth, aiding in resource allocation and steering efforts away from less fruitful areas. Lastly, propensity-based segmentation is proprietary, enabling companies to tailor their approaches based on unique customer behaviors, thus gaining a competitive edge over organizations using similar, generic methodologies. This strategic tool enhances market engagement and drives sustainable growth.

Source: Best Practices in Growth Strategy, Customer Segmentation, Market Segmentation PowerPoint Slides: Organic Growth Framework (OGF) Series: Phase 2 PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting