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 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.
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