We largely agree. But not all growth is good growth.
Growth should be profitable, at least at some foreseeable point in the future
Growth should be sustainable, at least for some foreseeable time
Growth should be based on genuinely and authentically providing value to customers
Growth should offer a good return on the investment required to achieve it
This kind of quality growth we like to call “thrive”.
So 3D would prefer to say:
“Thrive fast or die soon”
3D, August 2016
Not all companies are ready to thrive
BUT THOSE THAT ARE READY ARE EASY TO SPOT
Dissatisfied with current rate and quality of growth
Truly believe in better before cheaper
Have a scalable and (at some point) profitable business model
Have big aspirations for growth and a willingness to invest to achieve it
But even for these companies, thriving is tough in a crazy world
Digital technologies mean that customers have more knowledge, choice and power than ever before. The way customers want to be engaged with is being totally transformed.
On top of this, competitors seem to come from anywhere and everywhere – industries are being wholly disrupted at an alarming rate
To stay ahead and thrive, companies must respond with rapid proposition development and superior customer engagement. Both require investment for growth.
This therefore defines the battleground: can a business invest for growth more effectively than its competitors?
On the surface the formula is very simple
Make growth investments (£/$)
Acquire customers, retain and grow them.
Maximise Return on Growth Investments (ROGI)
distinct, relevant and more valuable proposition than others
Prioritise and execute superior
Measure and improve the return on growth investments
Focus on attractive markets, and understand them better than others
But most businesses fall down along the way
They squander their growth investment, often in many of the following ways
Trying to grow on too many fronts
Lacking insight on customer needs
Not having a compelling and distinct story to tell
Lacking relevant and valuable content for customers
Having an unclear growth strategy and investment case
Wasting money on ineffective and disjointed marketing and selling
Missing important skills, knowledge and confidence
Lacking ability to measure and improve on growth investments
This is why we developed the 3D growth system
Identify best growth opportunities
Know what drives customer behaviour
Determine competitive position and value proposition
Define optimal customer engagement activities and measures
Implement customer engagement.
Measure and optimise engagement activities
in the funnel.
Maximise ROGI and thrive
But don’t take our word for it
NZAM is an investment management company
“3D have helped us clearly understand how we can truly be relevant and valuable in the market”
Andy Morris, CEO NZAM, NZ
Flat revenues, ambitious plans
Blurred and me-too proposition
Limited marketing & sales integration
Distinct and valuable proposition
5 fold increase in lead generation
i2O provides smart network solutions to water utilities
“I selected 3D because of the quality of the individuals in their team and their commitment to delivering change rather than just reports and outcomes rather than just training. I have gladly gone on to recommend them to others.”
Joel Hagan, CEO i2O, UK
Revenue plateau, big expectations
Growth limited by product-market fit
Under performing sales & marketing
Aligned and agreed growth strategy
New investment for growth
Solution sales approach and capability
Achievement of sales targets
Quinovic are experts in property care and return
”The work that 3D has completed is right on the mark. I am over the moon with the quality and content of your material, we are the beneficiary of your approach and style that provides a top of the line delivery. Congratulations on a job well done.”
Ross Davey, CEO Quinovic, NZ
No professional sales model
Growth ceiling for franchisees
New positioning and story
Successful digital lead generation
New professional approach to selling
Returning to double digit growth
The co-founders and directors
Jamie loves solving business puzzles. In particular, those that help good companies discover, or re-discover, their mojo. He is passionate about the power of data-driven insight to show the way.
He has a business degree from Warwick (UK), and a MBA from Kellogg (US). Plus experience as an entrepreneur, leader or advisor with over 60 ambitious businesses. These range from tech start-ups, to mid market engineering companies, to large retail brands, to global banks and a lot in between.
Jamie now lives near London with his Kiwi wife, two boys, energetic dog, mountain bike and skis.
Jeremy has heaps of customer engagement design and implementation experience. He started his career with IBM, where he learnt the art of collaborative problem solving with executives.
For the last 25 years Jeremy has helped more than 50 companies maximise their ROI in revenue growth projects. From the top of the funnel using digital to create interest and educate prospects, to the bottom of the funnel helping sales people problem solve and close deals. He is an expert designer and facilitator of customer centric strategies.
Jeremy lives in Wellington, New Zealand with his wife. He has two daughters at school, a son at Uni, a labrador, a cat, surfboards and skis.
Paul’s career has been spent helping organisations around the world to achieve customer & revenue growth by improving customer experiences. The ‘secret’ to their success has been adopting an ‘outside-in’ perspective; seeing their world from the customers’ point of view. He has worked with sports, banking, telecoms and energy companies in the UK, Europe, Australia and New Zealand.
He lives in the UK with his wife and daughter and when he has time Paul is an avid sports photographer.
3D’s growth formula includes blending both digital and traditional customer communications. 3D works closely with Uprise, a leading digital performance agency to deliver digital strategy and execution.
Uprise demand better digital. They know marketing dollars are precious. They’re redefining what a digital agency should do: standing up for better, provable digital marketing results. They act like marketers. They think like geeks.
Sarah is all about ensuring clients receive the best - the best strategy, the best creative and the best account management – and she delivers.
She’s worked collaboratively with some of New Zealand’slargest rural companies ensuring their success – Ballance AgriNutrients, Westpac (Rural), Livestock Improvement Corporation and MSD Animal Health.
Sarah lives in Wellington with her 16 year old son – the very reason she gives it her best every day.
There’s an art to successful interviewing. Caroline’s a talented people person – brilliant at making her interview subjects feel at ease while digging deep to discover what matters to them.
When not conducting research for 3D, you can find Caroline possum trapping in the Rimutaka Forest, running around Wellington’s south coast with her chocolate Labrador Chilli or enjoying watching her children grow.
Nicole is adept at sourcing highly useful and relevant information and making real sense of it. It is her combination of curiosity, tenacity and top-notch organisation skills that make her particularly effective.
Living in the UK, she has worked across a wide range of sectors in four different countries over 20 years, giving a great sense of perspective and commercial astuteness.
Nicole is married with 2 children and a furry friend, meaning that long country walks are a necessary but highly enjoyable weekend pursuit.
Jo is meticulous – her attention to detail with creating artwork and ensuring final output is to the highest standard. She has worked in the design industry for over 25 years, and has huge experience across art direction work.
Jo has worked for Wellington companies Designworks and Icebreaker, working on a wide range of brands including Kiwibank, Contact Energy, Icebreaker, L’Affare, to name a few.
Jo is married with 2 children, who keep her busy - she is a passionate supporter of their sports and spends most weekends on the sidelines watching either cricket, rugby or hockey.
With a masters degree in the psychology of advertising, Charlotte gets to the core of the target audience before tailoring messages to them. Charlotte has a background in marketing, communications and business development so knows how valuable copy is for promoting businesses.
When she's not working she's a big foodie and loves to travel.