Organic Growth Framework (OGF) Series: Phase 3 (PowerPoint PPTX Slide Deck)

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 third 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 3 of the Organic Growth Framework (OGF) zeroes in on pinpointing "points of leakage" and "points of leverage" within the customer journey. By constructing a detailed Customer Portrait® Framework (CPF) and articulating a precise customer narrative, this phase enables you to uncover critical areas where customer behavior can be influenced most effectively. This process is essential for designing targeted campaigns that mitigate leakage and boost leverage, driving high-yield behaviors. The deck includes practical templates to facilitate the application of these concepts in your strategic marketing initiatives.

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 Growth Strategy, Customer Behavior PowerPoint Slides: Organic Growth Framework (OGF) Series: Phase 3 PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting