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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 explains these 5 phases in detail. Key frameworks, concepts, and tools covered include the Customer Decision Journey, Customer Decision Journey Waterfall, Propensity-based Segmentation Mapping, the Customer Portrait(r) Framework, Customer Narrative, Behavior Change Value Proposition (BCVP), Value Perception Gap, CVP-BCVP Matrix, among others.

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

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File Type: PowerPoint (pptx)

File Size: 3.1 MB

Number of Slides: 98 (includes cover, transition slides)

Related Topic(s): Growth Strategy Strategy Development Marketing Plan Development

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Initial upload date (first version): May 18, 2021
Most recent version published: May 18, 2021

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