Optimizing GrowthPredictive and Profitable Strategies to Understand Demand and Outsmart Your Competitors
Leverage big data and demand into sustainable profitable growth Optimizing Growth is a handbook for how to succeed in the age of big data. Today’s business environment looks dramatically different than it did even a decade ago, and it continues to evolve at an increasing rate; macroeconomic shifts, consumer trends, technological advances, and changing competitive dynamics are accelerating the pace of change, and businesses are struggling to grow amidst the turbulence. This book provides insightful guidance, real-world success stories and practical tools to achieve growth in this new era, utilizing big data to achieve a deeper understanding of demand, customers, competitors, and opportunity. With disruption around every corner, growth now demands innovative new approaches and an improved capacity to meet customer needs; by gaining a stronger grasp of demand, businesses can elevate performance from “survive” to “thrive.” This book provides the approaches, analytics, frameworks, and organizational capabilities required to gain competitive advantage, and describes the new mindset required to leverage these tools into sustainable growth. Develop a deeper understanding of your business’s growth factors Re-sync your thinking to gain greater leverage against disruption Delve deeper into demand, and boost fulfillment capabilities Capture more growth opportunities using precision analytics frameworks The one thing that will never change about business is the goal of growth—but the paths to growth change continuously. New opportunities forge new routes to the top, while others become obsolete—does your company know the difference? The ability to differentiate between fads and genuine evolution is more critical than ever before. Optimizing Growth provides deep knowledge of what’s out there, and a clear framework for forging ahead.
Preface vii Acknowledgments xi About the Authors xiii SECTION I Why Greater Precision 1 CHAPTER 1 The Growth Challenge 3 CHAPTER 2 Building a Demand-Based Business System 29 CHAPTER 3 A New Business Model 45 SECTION II The Precision to Optimize Your Current Business 67 CHAPTER 4 Building a Demand “EarlyWarning System” 69 CHAPTER 5 Enhanced Demand Landscape 85 CHAPTER 6 Precisely Locating Demand 111 CHAPTER 7 Brand Economics: Unlock the Power of Your Brand 131 CHAPTER 8 Pricing with Precision 149 SECTION III Moving to a Demand-Driven Business System: The Big Data Advantage 165 CHAPTER 9 Innovation ThatWorks 167 CHAPTER 10 Demand-Based Cost Reduction 187 CHAPTER 11 Winning in a Digital World 201 Index 221
JASON GREEN is a managing director with Alvarez & Marsal and has almost 30 years of consulting experience. He is the former CEO of The Cambridge Group and was a principal with the firm for over 20 years. Jason has worked with senior management teams at companies across industries and global markets to create and sustain profitable growth in their businesses. Prior to joining The Cambridge Group, Jason was with McKinsey & Company. He holds an undergraduate degree from Yale University and an MBA from the Kellogg School at Northwestern University. MARK HENNEMAN has delivered profitable growth for more than two decades as a senior partner with The Cambridge Group, a principal with Booz Allen Hamilton (now Strategy &), and an executive with Motorola, Inc. Mark is the architect of the Demand Business System and collaborates with executive teams to unlock new sources of growth by aligning business activities with the most profitable demand in the marketplace. Mark holds a BA and MA in economics from Northwestern University and an MBA from Dartmouth College. DIMITAR ANTOV is a current director and former principal at The Cambridge Group and previously led IP development at their Economic Center of Excellence. He is also the managing director at Straight Forward Concepts, a consultancy specializing in sales and marketing strategy activation. In this role, he leads teams that heavily utilize quantitative analysis, machine learning, predictive modeling, CRM database scoring, BI reporting, and data visualization; he also speaks at conferences covering state-of-the-art techniques in data mining and consumer research. Dimitar holds a Ph.D. in Economics from Northwestern University. www.optimizinggrowthstrategy.com
No matter what business you're in, or the size of your organization—whether you head a sprawling multinational telecom, a mid-size clothing manufacturer, or a one-person financial planning service—sustainable growth is key to your business success. But in a time of unstable macroeconomic conditions, massive demographic shifts, ever-changing consumer demand, and disruptive new technologies, organic revenue growth is harder to achieve than ever before. In such a world, traditional growth models fall woefully short of the mark. Clearly, new growth strategies tailored to today's global, customer-centric markets are called for. Such models should drive actionable insights into consumer demand. They should provide rigorous systems, informed by the latest "Big Data" capabilities, for gleaning deep insights into customers, beyond simply who they are and what they buy. They should reveal what consumers really think about your products and/or services, as well as their perceptions of your brand versus your competitors'. They should also help you divine the most promising emerging opportunities. And, critically, they should arm you with sophisticated, time-tested techniques for translating those insights into strategies for identifying the most attractive customer segments and winning with them by creating compelling messages that reach customers via their preferred media channels, tailoring offers to those customers' specific demands and expectations, and intercepting them when and where they purchase. While that may seem like an impossibly high mark to shoot for, the fact is, such a model already exists; and wherever it has been implemented, at business organizations around the world, the results have been nothing less than spectacular. Learn all about it in Optimizing Growth. A handbook for surviving and thriving in the age of Big Data, Optimizing Growth arms you with approaches, analytics, frameworks, and organizational capabilities guaranteed to spark dramatic, sustained growth and provide your company with an unbeatable competitive advantage. Just as important, it helps you to overcome any hidebound biases and presumptions you may have about growth planning and to develop the new mindset required to leverage these tools for sustainable growth. Achieving sustainable growth was never a simple proposition. But in our social-media driven, hypercompetitive global marketplace it is becoming more difficult to attain by an order of magnitude with each passing year. Offering a proven system for giving your organization greater competitive advantage, Optimizing Growth provides you with deep insights into what's really happening out there, and a clear framework for forging ahead.
PRAISE FOR OPTIMIZING GROWTH "As disruption becomes the norm across industries, this book shows how any business can grow by developing a new strategy that brings actionable customer insights and big data capabilities together. This important book charts a new course for realizing growth as traditional barriers to entry erode and the existing playbook has less impact going forward." —JAMES M. KILTS, former chairman and CEO, The Gillette Company "Today's consumer has more information, more choices and more power than ever before, which means that having highly precise insights is no longer a nice-to-have, but a necessity. In this book you'll get actionable tools for developing these insights to improve your marketing and business results." —GARY BRIGGS, CMO, Facebook "By connecting precise insights into customer demand to powerful big data capabilities, the authors provide a playbook for winning in our digital world." —DAVID L. CALHOUN, senior managing director, head of Private Equity Operations, Blackstone "What this book makes clear is that truly customer-centered, demand-based insights are the organizing framework for unlocking the power of big data to accelerate profitable growth." —WILLIAM HOFFMAN, Chief Analytics Officer and Head of CRM, U.S. Bank
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