This presentation is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It is an emerging Growth Strategy framework that focuses on changing customer behaviors, instead of product differentiation.
This product (Organic Growth Framework [OGF]) is a 98-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 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.
The Organic Growth Framework (OGF) offers a comprehensive approach to driving sustainable growth by focusing on customer behavior. This PPT delves into the intricacies of the Customer Decision Journey, providing a detailed analysis of each phase. It emphasizes the importance of propensity-based segmentation and the identification of high-yield behaviors. The framework also highlights the critical role of developing a Behavior Change Value Proposition (BCVP) to align with customer perceptions. By investing disproportionately and sequentially, the OGF ensures targeted and efficient resource allocation. This presentation is an invaluable resource for executives looking to implement a structured, behavior-driven growth strategy.
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Source: Best Practices in Strategy Development, Growth Strategy, Marketing Plan Development, Corporate Strategy PowerPoint Slides: Organic Growth Framework (OGF) PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting
This PPT slide outlines a structured four-step process for formulating and implementing a growth plan. It begins with the first step, "Characterize the Segments," which emphasizes the need to define and understand the market segments that the organization intends to target. This foundational step is crucial, as it sets the stage for subsequent actions.
The second step, "Organize Segments into Implementation Waves," suggests a strategic approach to grouping segments based on their characteristics or potential impact. This organization allows for a more manageable and focused execution of the growth strategy.
Next, the slide addresses the third step: "Estimate Funding and Timing for Each Wave." This step highlights the importance of financial planning and timing in the execution of the growth initiatives. Proper estimation ensures that resources are allocated efficiently, which is vital for maintaining momentum and achieving desired outcomes.
The final step, "Develop Segment-specific Campaigns," indicates the need for tailored marketing efforts aimed at each identified segment. This customization is essential for resonating with target audiences and maximizing engagement.
The slide concludes with a note on the implementation plan, stating that it will provide a clear outline for each wave, detailing the segments to target, duration, and funding requirements. It also cautions that funding estimates should be treated as preliminary, suggesting a flexible approach to financial planning. This structured methodology offers a clear pathway for organizations looking to enhance their growth strategies while ensuring that they remain adaptable to changing market conditions.
This PPT slide presents a structured approach to segmentation mapping, specifically utilizing a Propensity-based Segmentation Map. This is identified as Phase 5, Step 1 of a broader framework. The primary focus is on defining market segments based on characteristics identified in earlier phases, particularly Phase 2.
The segmentation map is visually represented in a grid format, with various segments labeled from A to J. Each segment likely corresponds to distinct customer profiles or behaviors, although the specifics of these segments are not detailed in the visible text. The use of colors—differentiating between dark and light shades—suggests a method of categorization that may indicate varying levels of importance or distinctiveness among the segments.
The slide emphasizes the importance of the Propensity-based approach, which likely involves statistical methods to predict customer behaviors and preferences. This can aid in tailoring marketing strategies and product offerings to meet the specific needs of each segment. The reference to an appendix suggests that further details and methodologies are available for those seeking a deeper understanding of the segmentation process.
For potential customers, the key takeaway is the structured methodology for segmenting markets, which can lead to more effective targeting and resource allocation. Understanding these segments can help in making informed decisions that align with customer needs, ultimately driving growth and enhancing market positioning.
This PPT slide presents the CVP-BCVP Matrix, a strategic tool designed to transition from a Customer Value Proposition (CVP) to a Behavior Change Value Proposition (BCVP). It highlights 2 phases: the "Before" and "After" states, illustrating the evolution of marketing strategies and their impact on growth.
In the "Before" section, the text notes a vigorous campaign aimed at promoting differentiated product benefits. Despite these efforts, the outcome was stagnant growth. This suggests that merely emphasizing product features and benefits may not be sufficient to drive market success. The stagnation indicates a disconnect between the marketing approach and customer behavior, emphasizing the need for a more nuanced strategy.
The "After" section contrasts this by showcasing a new campaign focused on driving behavior change. This approach encourages stakeholders to ask for and prescribe objective tests for the condition, indicating a shift towards influencing customer actions rather than just perceptions. Supporting measures to enhance the availability of testing are mentioned as key drivers of substantial growth, which also helped in reducing overall marketing expenditures. This reflects a more efficient allocation of resources and a focus on actionable outcomes.
The matrix underscores the importance of aligning product value propositions with behavioral changes to optimize market positioning. The concluding statement emphasizes that offerings with both differentiated PVP and BCVP are best positioned for strong organic growth. This insight is crucial for executives looking to refine their marketing strategies and drive sustainable growth through behavioral insights rather than traditional product differentiation.
This PPT slide addresses a critical issue in the Customer Value Proposition (CVP) framework, specifically highlighting the Value Perception Gap that can arise between sellers and customers. It emphasizes that the CVP is often defined by the seller, which can lead to a misalignment with the customer's actual perception of value. The seller's perspective is focused on what they believe is valuable, while the customer’s decision-making is based on their own interpretation of value.
The slide outlines 2 key components: the Seller Value Proposition and Customer Value Perception. The Seller Value Proposition is crafted by the seller, reflecting their vision of value. Conversely, the Customer Value Perception is shaped by the customer's experiences and expectations. The gap between these 2 perspectives can lead to a disconnect, which is detrimental to sales and customer satisfaction.
It poses critical questions regarding the existence of this disconnect and encourages reflection on whether the seller's offering resonates with the customer's needs. The slide concludes with a strong call to action, stressing the importance of minimizing the Value Perception Gap. It asserts that customers ultimately make purchase decisions based on their own perceptions, not the seller's assumptions.
This content serves as a vital reminder for executives to align their value propositions with customer perceptions to enhance engagement and drive sales. Understanding this gap is essential for refining strategies and ensuring that offerings meet customer expectations effectively.
This PPT slide outlines a three-step process for developing a Propensity-based Segmentation Map, which is crucial for understanding customer behaviors and tailoring strategies accordingly. The first step focuses on identifying segmentation variables. This involves generating a starter list of potential variables, screening them for their observability and actionability, determining how these variables correlate with specific behavioral objectives, and ultimately creating a short list of the most relevant segmentation variables.
The second step is about constructing and populating the segmentation frame. This entails taking the shortlisted variables and organizing them into a structured framework that can be populated with data. This framework serves as the foundation for analyzing customer segments based on their propensity to engage or convert.
The final step is defining the segments. Here, the focus shifts to identifying which segments are based on propensity and prioritizing them according to their potential impact. This structured approach allows for a more nuanced understanding of customer segments, enabling businesses to tailor their strategies effectively.
The note at the bottom emphasizes that while this process may resemble traditional segmentation methods, the specific analyses and activities involved differ significantly. This distinction is important for potential customers to understand, as it highlights the innovative nature of this approach. By adopting this methodology, organizations can gain deeper insights into customer behavior, ultimately leading to more effective marketing and engagement strategies.
This PPT slide presents a framework for organizing market segments into sequential waves for marketing campaigns. It outlines Phase 5, Step 2, focusing on how segments can be visually bundled to optimize marketing efforts. The segmentation map illustrates 3 distinct waves, each containing specific segments labeled A through J.
In Wave 1, Segment A is highlighted, indicating the initial focus for marketing outreach. Wave 2 includes segments F and G, which are adjacent to A, suggesting a strategic approach to leverage existing customer relationships. This adjacency is crucial as it allows for a more cohesive marketing strategy, enhancing the effectiveness of the campaigns. Wave 3 introduces segments E and J, indicating the next phase of engagement.
The guidance provided emphasizes that waves should consist of adjacent segments. This adjacency is key to creating synergy in marketing efforts, as it allows for a more integrated approach to customer engagement. The visual representation aids in understanding how to sequence these segments logically, ensuring that each wave builds upon the previous one.
Overall, the slide serves as a practical tool for marketers looking to structure their campaigns effectively. It encourages a methodical approach to segmenting the market, promoting a clear understanding of how to maximize impact through strategic bundling of related segments. This framework can be particularly beneficial for organizations aiming to enhance their marketing strategies by focusing on customer behaviors rather than solely on product differentiation.
This PPT slide presents a detailed illustration of the Customer Decision Journey specifically tailored for wine purchasing. It is structured into 2 main sections: the left side outlines the high-level stages of the decision-making process, while the center boxes detail individual customer behaviors along with the corresponding percentage of individuals engaging in those behaviors at each stage.
Starting from the "Origination" phase, the slide highlights various triggers that lead to the decision to purchase wine, such as low inventory or special events. The percentages indicate the prevalence of each trigger, with "Low inventory for basic meal" being the most significant at 50%.
As customers progress through the journey, they engage in "Event Research Planning," where they find and review articles or consult with partners. The behaviors here show varying levels of engagement, with "Find and review articles on websites" at 4% and "Discussion with spouse/partner" at 10%.
The slide also emphasizes the importance of "Identify Wine Parameters," where customers decide on specific details such as the type and quantity of wine. Notably, 75% of customers decide on the amount and budget at this stage, indicating a critical point in the decision-making process.
The right side of the slide illustrates the drop-off rates at each stage, revealing that 100% of potential customers start the journey,, but only 40% make it through to the final stages of selection and purchase. This information is crucial for understanding where potential customers may lose interest or become disengaged.
Overall, this slide serves as a valuable tool for understanding customer behavior in the wine purchasing journey, providing insights that can inform marketing strategies and customer engagement efforts.
This PPT slide outlines a structured approach to defining behavioral objectives in the context of identifying significant behavior changes necessary for achieving strategic goals. It emphasizes a specific format that guides users in articulating these objectives clearly. The format is designed to facilitate a focused analysis of the roles and actions involved in a purchase process.
The core structure presented is: "The person in role X does activity or action A (at stage N) instead of doing activity or action B (at stage N)." This framework encourages users to pinpoint a specific individual or role whose behavior is critical to influence. It also prompts consideration of the timing within the purchase process where the behavior change is most impactful.
Three essential sub-choices are highlighted. First, identifying the key person or role is crucial; this ensures that efforts are directed toward the most influential actor in the purchasing decision. Second, selecting the appropriate stage in the purchasing process is vital, as this determines where interventions can yield the highest return. Lastly, deciding on the specific behavior change to target is necessary to ensure that the desired outcomes are achievable and measurable.
The slide underscores the importance of detailing both the new behaviors to be adopted and the existing behaviors to be discontinued. This dual focus is essential for creating a comprehensive strategy that not only aims for change, but also provides clarity on what that change entails. Overall, this approach is designed to enhance effectiveness in driving behavioral shifts that align with broader business objectives.
This PPT slide outlines the BCVP Template, a structured approach used to articulate the Behavior Change Value Proposition (BCVP). It is divided into 2 main sections: the components of the template and the overarching goals of a behavior change campaign.
The BCVP Template consists of 6 key components. The first component, "For," identifies the target segment, ensuring that the campaign is tailored to the specific audience. Next, "Doing Behavior" defines the desired behavior that the campaign aims to promote. The third component, "Instead of Behavior," highlights the existing or common behaviors that the target audience currently exhibits, providing a baseline for comparison. The fourth component, "Will Produce Value for Customers By," articulates the benefits that customers will gain from adopting the new behavior.
The right side of the slide emphasizes the strategic focus of the behavior change campaign. It aims to enhance the perceived value of the desired behavior and increase the likelihood that customers will adopt it. This is achieved through 2 main strategies: "Tapping Key Points of Leverage By," which outlines mechanisms for activating the desired behaviors, and "Eliminating Points of Leakage By," which identifies strategies for overcoming barriers to change.
The slide concludes with a critical reminder that the BCVP must contain a compelling statement on how the targeted behavior change will be realized. This ensures clarity and direction for the campaign, ultimately guiding the execution of the strategy. Understanding these components is vital for any organization looking to effectively influence customer behavior.
This PPT slide outlines the Organic Growth Framework (OGF) and its strategic objectives, emphasizing a structured approach to growth strategy development. It highlights 5 distinct phases, each with specific objectives that guide decision-making.
The first phase, "Map the Customer Decision Journey Waterfall," focuses on understanding customer behavior and the decision-making process. This foundational step is critical for identifying high-yield behavioral objectives, which is the aim of Strategic Objective 1.
Next, the slide moves to "Use Propensity-based Segmentation," where the goal is to select attractive segments with high potential for engagement. This aligns with Strategic Objective 2, which emphasizes the importance of targeting the right customer groups to maximize impact.
The third phase, "Identify Points of Leakage and Leverage," addresses the need to pinpoint areas where customer engagement may falter. Strategic Objective 3 involves determining the drivers and barriers to high-yield behaviors within each segment, allowing for targeted interventions.
The fourth phase, "Develop a Behavior Change Value Proposition (BCVP)," is about crafting compelling value propositions that encourage desired behaviors in target segments. This is encapsulated in Strategic Objective 4, which focuses on defining what motivates customers to change.
Finally, the slide discusses the importance of investment strategies in the last phase, "Invest Disproportionately and Sequentially." Strategic Objective 5 advocates for a focused funding approach, suggesting that resources should be allocated to a few key segments at a time to ensure effective growth.
This structured methodology not only clarifies the path to growth, but also emphasizes the need for systematic, integrated decision-making in achieving strategic objectives.
This PPT slide outlines the detailed actions involved in the Segment-Target-Position-Promote framework of a marketing strategy process. It begins with segmentation, emphasizing the importance of understanding customer needs. Various methods of segmentation are mentioned, including social, economic, and individual factors, with a strong recommendation to prioritize customer-centric approaches. Key characteristics of effective segments are highlighted, such as measurability, accessibility, sustainability, and actionability.
Next, the targeting phase is discussed. It notes the shift from traditional advertising methods to a more digital, web-connected focus. This change necessitates a refined approach to targeting, where only a select few segments are prioritized. Behavioral targeting is particularly emphasized, leveraging online data collection and machine learning algorithms to optimize messaging to potential segments.
The positioning section focuses on how customers perceive the brand relative to competitors. It stresses the significance of a well-defined Customer Value Proposition (CVP), which must resonate with the target audience. Three types of positioning are identified: functional, symbolic, and experiential. Each type serves to establish a distinct identity for the brand in the marketplace.
Finally, the promote phase is described as a critical tactic for communicating with target segments. It aims to create awareness, generate interest, and foster brand loyalty. The slide also connects promotion to the broader marketing mix, referencing the 4 Ps: product, price, place, and promotion. This structured approach ensures that each step builds on the previous one, leading to a cohesive marketing strategy that aligns with customer expectations and market dynamics.
This PPT slide outlines a structured approach to understanding customer behavior through a set of diagnostic questions, categorized under Phase 3, Step 1 of the CPF (Customer Purchase Framework). It emphasizes the importance of gaining insights into various components that influence purchasing decisions.
The questions are segmented into several key areas. First, it addresses the roles involved in the purchase decision, exploring the relationships among these roles and the backgrounds of individuals in key positions within the customer’s organization. This foundational understanding is crucial for identifying how decisions are made and who influences them.
Next, the slide delves into the context of the buying process. It prompts inquiries about the frequency of situations that trigger purchases and how customers navigate through these stages. Understanding customer participation and the sources of information they rely on can reveal patterns that inform marketing strategies.
The central focus is on the desired experience of the customer. Questions here aim to uncover the specific situations customers find themselves in and how they define success in their purchasing journey. This insight is vital for tailoring offerings to meet customer expectations.
Additionally, the slide highlights the significance of pre-existing beliefs and attitudes. It encourages exploration of where customers prefer to make purchases and how their memories and expectations shape their decisions.
Overall, this slide serves as a comprehensive guide for organizations looking to refine their understanding of customer behavior, ultimately aiding in the development of more effective strategies.
This PPT slide outlines the expected results from implementing the Organic Growth Framework (OGF) over a three-year period. It emphasizes the importance of sustainable, incremental growth achieved through a structured approach. The graph illustrates growth trajectories over time, highlighting how the impact of different growth initiatives, referred to as "waves," can overlap and contribute to overall growth.
In Year 1, the growth appears modest, likely reflecting the initial phase of the OGF implementation. As the strategy matures, Year 2 shows a noticeable increase in growth, attributed to the activation of the first wave campaign. The graph indicates that as one wave's impact starts to diminish, another wave is introduced, ensuring continuous growth momentum. By Year 3, the incremental growth from both Wave 1 and Wave 2 campaigns becomes evident, suggesting that the organization is effectively leveraging its strategic initiatives to drive ongoing results.
The text reinforces that this process is iterative. Each year, organizations should reassess their strategies, validate assumptions, and adapt based on new insights and market dynamics. This adaptability is crucial for maintaining relevance and achieving sustained growth. The emphasis on targeting different segments through new waves indicates a proactive approach to market engagement, ensuring that the organization remains responsive to changing customer needs.
Overall, the slide serves as a strategic roadmap for executives considering the OGF approach, illustrating how systematic planning and execution can lead to sustained growth over time. It encourages a mindset of continuous improvement and responsiveness to market conditions.
This PPT slide presents a detailed overview of a segment-specific marketing campaign designed to engage high-yield customer behaviors. It is structured into 2 main sections: a visual representation of the campaign design and a table outlining the various media channels utilized along with their respective effort percentages.
The visual component illustrates a segmented approach to campaign design, likely indicating different target groups or strategies. Each segment is represented by labeled boxes, suggesting a methodical breakdown of the campaign's focus areas. This segmentation allows for tailored messaging and engagement strategies that resonate with distinct customer profiles.
The accompanying table provides a clear breakdown of the media channels employed in the campaign. Each channel is listed alongside a percentage that indicates the share of effort allocated to it. For instance, events and trade shows dominate the strategy with 50% of the effort, highlighting their importance in driving engagement. Social media channels, while significant, receive a smaller allocation of 15%, suggesting a more focused approach on direct interactions through events.
The slide concludes with a note on the importance of tracking and analyzing customer behavior through online marketing campaigns. This emphasizes the need for accurate attribution, which is critical for understanding the effectiveness of each channel and refining future strategies. The overall message is clear: a well-structured campaign that leverages multiple channels can effectively activate desired customer behaviors, provided there is a robust mechanism for measurement and analysis.
This PPT slide presents an overview of McKinsey's Customer Decision Journey, a framework designed to illustrate the path consumers take from initial awareness to purchase and beyond. It emphasizes the cyclical nature of this journey, contrasting it with traditional linear sales models. The framework consists of 4 key phases: Initial Consideration Set, Active Evaluation, Moment of Purchase, and Post-purchase Experience.
The Initial Consideration Set marks the stage where potential customers first identify brands or products that meet their needs. This phase is critical as it sets the stage for further engagement. Next is Active Evaluation, where consumers actively research and compare options, weighing features, prices, and reviews. This is a pivotal battleground for marketers, as influencing consumer perceptions during this phase can significantly impact the eventual choice.
The Moment of Purchase is straightforward, representing the transaction itself. However, the journey doesn’t end here. The Post-purchase Experience phase is crucial for fostering customer loyalty and encouraging repeat purchases. This ongoing exposure can lead to either positive reinforcement or negative feedback, influencing future buying decisions.
The slide notes that the entire journey can vary in duration, ranging from days to months, depending on factors like product category and market maturity. This variability underscores the importance of understanding customer behavior and adapting marketing strategies accordingly. Overall, this framework provides valuable insights for organizations looking to enhance their customer engagement strategies and improve conversion rates.
This PPT slide presents results from organizations that have implemented the Organic Growth Framework (OGF) across various sectors. It highlights annual growth rates before and after the adoption of the GrowthPath® methodology, providing a clear visual representation of performance improvements.
The bar graph compares the annual growth rates of selected companies in different industries, showcasing significant increases in growth following the implementation of OGF. For instance, the pharmaceutical company Terrafix saw its growth rate soar from 6.0% to 17.0%, indicating a substantial uplift in performance. Other sectors, such as non-alcoholic beverages and cosmetics, also demonstrate notable growth, with increases from 3.0% to 6.0% and 1.0% to 6.0%, respectively.
The data suggests that organizations can achieve considerable growth within just 2 years of applying the OGF approach. The slide emphasizes that the framework is not limited to one industry, but spans various sectors, including commercial energy services, engineering plastics, wealth management, and commercial databases. The final note indicates that following the OGF approach can lead to exceptional growth, with potential increases of up to 10 times, as exemplified by the case of EnServ.
This slide serves as a compelling case for the effectiveness of the OGF, illustrating how diverse organizations can leverage this framework to enhance their growth trajectories. It positions the OGF as a viable strategy for executives seeking to drive sustainable growth in their companies.
This PPT slide presents a comparative analysis between traditional marketing approaches and the Organic Growth Framework (OGF). On the left side, the traditional marketing approach is outlined with key characteristics. It emphasizes differentiating products in the minds of target customers, segmenting based on benefits, demographics, or attitudes, and developing customer profiles centered around product use. The value proposition in this model focuses on creating a differentiated perception of the product, with marketing investments spread across the 4 Ps—product, price, place, and promotion. The approach aims to fully activate the market with a multisegmented focus.
On the right side, the OGF approach is contrasted against traditional methods. It shifts the focus from product differentiation to changing customer behavior during the buying process, which is deemed to provide greater leverage. Segmentation is based on the likelihood of engaging in key behaviors rather than traditional demographic factors. Customer profiles in the OGF reveal critical drivers and barriers to behavior change. The value proposition is centered on altering customer behavior, and investment is directed towards behavior change rather than product messaging. The OGF also advocates for a disproportionate and sequential funding strategy for select segments.
This comparison highlights a fundamental shift in marketing strategy. The OGF prioritizes understanding and influencing customer behavior over merely differentiating products. For organizations looking to adapt to modern market dynamics, this slide provides a clear framework for rethinking their marketing strategies to drive organic growth effectively.
This presentation is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It is an emerging Growth Strategy framework that focuses on changing customer behaviors, instead of product differentiation.
We are a team of management consultants trained by top tier global consulting firms (including McKinsey, BCG, Deloitte, EY, Capgemini) with a collective experience of several decades. We specialize in business frameworks based on real-life consulting engagements.
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