Organic Growth Framework (OGF) Series: Phase 1 (PowerPoint PPTX)

DESCRIPTION

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 first 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 1 of the Organic Growth Framework (OGF) zeroes in on mapping the Customer Decision Journey Waterfall. This phase is crucial for understanding customer behaviors and identifying high-yield behaviors that can be influenced to drive growth. The presentation includes diagnostic questions to uncover root causes of drop-offs, and emphasizes the importance of defining behavioral objectives. It also provides illustrative examples and templates to help you map and analyze the customer journey effectively. This approach ensures that even minor changes in customer behavior can lead to significant growth, making it an essential tool for any business aiming for sustainable organic growth.

Got a question about the product? Email us at flevypro@flevy.com. If you cannot view the preview above this document description, go here to view the large preview instead.

Source: Best Practices in Customer Decision Journey, Growth Strategy PowerPoint Slides: Organic Growth Framework (OGF) Series: Phase 1 PowerPoint (PPTX) Presentation, LearnPPT Consulting