The organic growth playbook : activate high-yield behaviors to achieve extraordinary results--every time / Bernard J. Jaworski, Robert S. Lurie.

Format:

Book

Author/Creator:

Jaworski, Bernard J., author.

Lurie, Bob, author.

Series:

AMA leadership series

Language:

English

Subjects (All):

Marketing.

Corporations--Growth.

Corporations.

Physical Description:

1 online resource (305 pages).

Edition:

1st ed.

Place of Publication:

Bingley, England : Emerald Publishing, 2020.

Summary:

Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. In this re-published book, Jaworski and Lurie offer a novel approach to this problem of growth.

Contents:

Intro

Half Title Page

Editorial Reviews

Title Page

Copyright Page

Contents

AMA Introduction to Book Series

Book Series Overview

Preface

1: Overview of the Organic Growth Playbook

Senior Management's Most Pressing Problem: Revenue Growth

The Organic Growth Playbook

First Principle: Map the Buying Process Waterfall

Second Principle: Use Propensity-based Segmentation

Third Principle: Unearth the Critical Drivers and Barriers of Target Behavior

Fourth Principle: Develop a Behavior Change Value Proposition

Fifth Principle: Invest Disproportionately

The Path Forward

2: Terrafix: Reigniting Blockbuster Growth in Pharmaceuticals

The Buying Process and High-yield Behavior Change

Rethinking Segmentation

Drivers and Barriers to Behavior Change

Behavior Change Value Proposition

Disproportionate Investment

Epilogue

3: First Principle: Map the Buying Process Waterfall

Conventional Wisdom

The Playbook Approach: Map the Buying Process Waterfall

What Characteristics Determine a High-Yield Behavior?

The First Principle Explained

Making the Choice: Picking and Defining the Behavioral Objective

Upstream Versus Downstream Behavioral Objectives

Conclusion

4: EnServ: "Everyone Sees the Market the Same Way"

5: Second Principle: Use Propensity-Based Segmentation

The Playbook Approach: Propensity-based Segmentation

The Second Principle Explained

Dueling Segmentations

Part 1: Identify Actionable and Meaningful Segmentation Variables

Choosing Actionable Variables

Part 2: Construct the Segmentation Frame and Propensity Heat Map.

Part 3: Define Propensity-based Segments

6: Sparkle Cosmetics: Winning at the Wall

7: Third Principle: Unearth the Critical Drivers and Barriers of Target Behaviors

Product Centricity

A Bias for Drivers

Easy to Do Business With

The Playbook Approach: Drivers and Barriers of Behavior Change

The Third Principle Explained

Step 1: Complete the CBF

Step 1a: Document Behaviors and Outcomes

Step 1b: Define the Customer's Desired Experience

Step 1c: Document Preexisting Beliefs and Attitudes

Step 1d: Describe Social and Physical Context (Situation)

The Model in Motion: Seeing the CBF as a Whole

Step 2: Write the Customer Narrative

Step 3: Extract the Drivers and Barriers

8: Caesar Financial: "We Need the Whole Client Portfolio!"

9: Fourth Principle: Develop a Behavior Change Value Proposition

The Playbook Approach: Behavior Change Value Proposition

The Fourth Principle Explained

The BCVP Template

Defining Who, What, and Why

Who and What: Defining the Targets

Why: The Value Proposition for Buying Process Behavior (Change)

Defining How to Activate the Value of the Target Behavior

10: Fifth Principle: Invest Disproportionately

Allocate Spend Across Buying Process Stages

Allocate Spend across Segments

Allocate Spend across Media Channels and Tactics.

The Playbook Approach: Sequence Segments and Spend Disproportionately

The Fifth Principle Explained

Define the Overall Plan

Characterize the Segments

Prioritize and Group Segments into Implementation Waves

Estimate Funding and Timing

Develop Disproportionately Focused Segment-Specific Campaigns

Implementing the Playbook

11: Applying the Playbook in Different Markets

Less Developed Economy Markets

Separate Economies Within Less Developed Markets

Traditional B2B Markets

The B2B Buying Process

Identity of the Customer

Scarcity and Concentration of Customers

Position in the Value System

B2B Markets: Special Cases

Highly Regulated Competitive Markets

Full Value System

Complex, Government-Shaped Buying Processes

High-Innovation (High-Tech) Markets

12: Overcoming Organizational Roadblocks

Conventional Industry Wisdom

Conflicting Views and Maps: Sales, Marketing, and R&amp

D Disconnect

Underfunding Consumer Research

Spreading Commercial Investment Across Areas

Promotion Cycles and Job Rotation

The Playbook Approach

From Conventional Wisdom to System-Wide Replacement

From Multiple, Siloed Views to Organization-Wide Views

From Underfunding Consumer Research to Market-driven Insights

From a Spread of Commercial Investment to a Focused Spend

From Job Rotation to a Longer-Term Perspective

Notes

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Chapter 7

Chapter 8

Chapter 9

Chapter 10

Chapter 11

Chapter 12

References

Index

Acknowledgments

About the Authors.

Notes:

Description based on print version record.

Includes bibliographical references and index.

ISBN:

1-83982-684-3