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 PowerPoint Slides: Organic Growth Framework (OGF) PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting
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.
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