Organic Growth Framework (OGF) Series: Phase 2 (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 second 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 2 of the Organic Growth Framework (OGF) delves into Propensity-based Segmentation, a critical step for identifying and targeting high-yield customer behaviors. This phase emphasizes the creation of a segmentation map, leveraging observable characteristics to pinpoint actionable customer segments. By focusing on propensity, we can align marketing strategies with behaviors that drive growth, ensuring resources are allocated efficiently. This approach not only identifies attractive segments, but also provides a competitive edge by utilizing proprietary segmentation methodologies. The deck includes detailed processes and templates to facilitate implementation in your organization.

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Source: Best Practices in Growth Strategy, Customer Segmentation, Market Segmentation PowerPoint Slides: Organic Growth Framework (OGF) Series: Phase 2 PowerPoint (PPTX) Presentation, LearnPPT Consulting