Organic Growth Framework (OGF) Series: Phase 3 (PowerPoint PPTX Slide Deck)

PPT DESCRIPTION

Explore Phase 3 of the Organic Growth Framework (OGF) by ex-McKinsey consultants. Focus on customer behavior to drive growth with actionable insights and templates. Organic Growth Framework (OGF) Series: Phase 3 is a 25-slide PPT PowerPoint presentation slide deck (PPTX) available for immediate download upon purchase.

Explore Slides inside the Deck:

Constructing the Customer Portrait® Framework Overview Understanding Customer Behavior through Diagnostic Questions

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 third 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 3 of the Organic Growth Framework (OGF) zeroes in on pinpointing "points of leakage" and "points of leverage" within the customer journey. By constructing a detailed Customer Portrait® Framework (CPF) and articulating a precise customer narrative, this phase enables you to uncover critical areas where customer behavior can be influenced most effectively. This process is essential for designing targeted campaigns that mitigate leakage and boost leverage, driving high-yield behaviors. The deck includes practical templates to facilitate the application of these concepts in your strategic marketing initiatives.

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PPT SLIDES

Constructing the Customer Portrait® Framework Overview

The Customer Portrait® Framework (CPF) is essential for understanding customer buying behavior, integrating insights from 20 years of consumer psychology and behavioral economics. The CPF comprises 4 components: 1) examining the customer's social and physical context to understand environmental influences; 2) analyzing preexisting beliefs and attitudes that shape predispositions; 3) identifying desired experiences to guide product development; and 4) assessing customer behavior and outcomes for a comprehensive decision-making view. The CPF reflects the customer's thought process throughout their buying journey and serves as a structured approach for organizations to gather and analyze critical insights, laying a solid foundation for strategic decisions. This initial step is the most time-consuming and challenging within the three-step process.

Understanding Customer Behavior through Diagnostic Questions

This PPT slide outlines a structured approach to understanding customer behavior through diagnostic questions. It includes a list of questions that uncover roles in the purchasing process, emphasizing the influence of physical context on buying behavior. The right side focuses on situational context and the job customers need to accomplish, exploring how circumstances, success definitions, and pre-existing beliefs shape experiences. A central diagram illustrates the interplay between social, organizational, and physical contexts, desired experiences, and customer behavior. Analyzing these diagnostic questions provides deeper insights into customer motivations and behaviors, guiding strategic decisions for improved customer engagement.

Source: Best Practices in Growth Strategy, Customer Behavior PowerPoint Slides: Organic Growth Framework (OGF) Series: Phase 3 PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting