ENTERPRISE VALUE-BASED GROWTH THROUGH CUSTOMER VALUe Maximization

The GC CEO Playbook serves as the ultimate CEO Growth and Sales blueprint that combines the EPO strategies, with the EVBG engineering required to enhance Customer Value and ultimately Share Price in a predictable manner. With a key focus to empower the CEO with the mechanics to achieve Alpha, the GC CEO Playbook outlines the Sales and Growth battlegrounds of value across the dimensions of Customer Value, territory, geography, and ecosystem, showcasing where the play, how to play and how to win across all dimensions Customer Value.  

GC customer lifetime value (CLV) optimization sets out to define customer interaction strategies that power significant business growth, profitability and shareholder value. In order to achieve CLV optimization, our customer engagement strategies leverage leading-edge Customer Value Engineering and deep Global Market Analytics technology across structure and unstructured data sets spanning throughout the customer journey, to gain deep understanding of the customer needs and behaviours, determine the right customer objectives (acquisition, retention, client profitability, usage) and identify the best ways of reaching customers (marketing and channel strategy) in order to predicably measure and impact Share Price. 

Translated from the EVBG and Customer Value strategies, we partner with Executive Sales Leadership teams to develop superior pricing and margin management strategies aimed at increasing and sustaining profitability. Through our GC Sales and Growth Intelligence capability, we identify and size pricing opportunities at the most granular levels, in order to that define the real value of each product/ service for each customer segment and set the best prices for sustained above-market growth. With the aim to protect market share, maintain margins and create stronger customer relationships that contribute to higher acquisition, retention and client profitability gains, GC Pricing Strategy works closely with Marketing and Communication engineering, to develop pricing strategy implementation roadmaps that align with market conditions and customer needs, and contributes to the maximization of Customer Value. 

GC Go-to-Market (GMT) Sales and Growth Strategy takes on a comprehensive data-driven customer centric approach when bringing products/services to the market, strategically orchestrated to maximize Customer Lifetime Value (CLV) growth for the business. Leveraging GC Sales and Growth intelligence, in conjunction with our leading-edge Customer Value Engineering and deep Global Market Analytics technology across structured and unstructured data sets spanning throughout the customer journey, we conduct robust analysis to gain deep understanding of the competitor landscape and customer needs and behaviours. Based on these insights we determine the right customer objectives (acquisition, retention, client profitability, usage) and identify the best ways of reaching customers in order to predicably measure and impact Share Price.  Leveraging a mix of GC Pricing Strategy and Optimization, GC Marketing and Communication Engineering and GC Sales and Growth Skills Accelerator practices, we aim to find the most effective and efficient way to bring products or services to market, focussing on establishing the best prices for sustained above-market growth, developing a high-performance sales force with extraordinary ability to capture market share, and determining the optimal marketing level of contact strategies to optimize marketing messaging, capability and creative, linking customer behaviour and buying power in a way that results in quantifiable ROMI. 

GC E-commerce Strategy places customer experience at the heart of digitally driven commerce. Leveraging GC Digital capability and Experience design capability, in conjunction with GC Sales and Growth Intelligence, we set out to create personalized, streamlined, and efficient platform engagement experiences that are aimed at improving customers’ lives, resulting in growing an organization’s Customer Value. 

 With the customer at the heart, GC Omnichannel Strategy takes on a customer-centric data driven approach to empower organizations to maximize its Customer Value through customer experience. Leveraging our GC Sales and Growth intelligence advanced analytics capability to evolve the understanding of customer personas, we focus on creating cohesive, seamless and integrated customer experiences across all brand touchpoints and channels, aiming to find the optimal mix between online, offline, multichannel, and owned channels that is fit to the customer need and expectations. Through iterative test-and-learn approaches of data-driven adjustments to sales channel strategies, we continually monitor the performance of the sales channel mix and make iterative enhancements to optimize customer acquisition costs (CAC) and maximize CLV. 

As part of an iterative process of evaluating and improving the performance of existing sales channels, as well as identifying and implementing new sales channels that can help organizations reach its target customers more effectively, GC Omnichannel Optimization takes on a continuous improvement methodology. As part of this continuous improvement approach, we aim to empower organisations with extreme customer-centricity capability, augmenting the organization’s ability to recognize signals, adapt to signals, hear customers, lead customers and anticipate customers’ needs. Leveraging a mix of GC capability and practices, the following elements inform the comprehensive GC Omnichannel Optimization approach: 

• Customer of One: With the aim to build data maturity and create a unified view of customer across all channels, we leverage GC Sales and Growth Intelligence capability, in conjunction with GC Data Engineering capability, to integrate data from multiple sources, such as CRM systems, social media platforms, and e-commerce platforms, to create a single view of customer for personalization and personification.
• One Brand Experience: Leveraging GC Marketing and Communication capability, alongside GC Creative and Experience design capability, our GC One Brand Experience optimization approach focusses on creating consistent experience across all channels, ensuring that branding, messaging, and tone of voice are consistent across website, social media channels, mobile apps, and physical stores.
• Process of One: With the aim to provide a seamless customer journey across all brand touchpoints and reduce the number of customer drop-offs along the sales process for a higher throughput close rates, our GC Process of One optimization approach leverages GC Experience Design and GC Process Engineering Capability to align customer buying process across all channels, ensuring a consistent process is followed regardless of the channel of interaction. 

GC Sales and Growth Target Operating Model (TOM) places the customer at the centre when reimagining the fundamentals of the sales value chain, reorganizing the ways of working, incentivization modules, sales funnels, sales tech-stack and sales and governance processes, to enable dynamic, fast paced agile sales teams to respond quickly and effectively to the needs of the customer. Leveraging GC Enterprise Engineering and Business Transformation capability, we partner with executive sales leadership teams to define the efficiency and effectiveness principles to achieve maximum growth aligned to the Enterprise Sales and Growth Strategy. Translated from the efficiency and effectiveness principles, the cross-functional ways of working are defined and the interoperability between the Sales, Marketing, Technology, Finance and Product and Service Capabilities that support delivery through the value chain are sequenced in the most optimal way for effective sales execution. Making use of GC Organizational Design capability, the people efficiency principles, requirements and measurements are defined in order to design the optimal Sales Organizational structures for optimal people performance, as well as the right global, regional and local structures for branch networks to sustain revenue growth practices across all customer touchpoints. Leveraging GC Digital and GC Data and Analytics Capability, sales tools and technologies are streamlined and supported by the right processes and governance to fuse the best of both human and digital customer interactions for rapid decision making and dynamic pipeline management. When implementing a new Sales and Growth TOM, we apply careful consideration to the disruptive nature of change, and therefor develop bespoke change journeys and interventions that are proactively deployed to accelerate adoption, whilst having minimal impact on business processes. Leveraging amplified employee value propositions, rapid skills acceleration programmes are implemented aligning the employee career journeys to the new Sales and Growth TOM. 

The only way to assure exceptional sales-growth outperformance year on year, is to hardwire a high-performance sales culture into an organization’s DNA, where sustainable, inclusive, and profitable growth becomes a conscious, resolute choice that shapes decision making across every area of the business. When growth becomes the central focus of everyone in the business, it creates a common sense of purpose, belief and language that aligns the collective mindsets, strategies, and capabilities of the organization. Leveraging our GC Culture capability, in conjunction with GC Strategic Change management and GC Learning and Leadership development capabilities, we engineer systemic enterprise-wide culture interventions that instil organic transformation, empowering communities to own the growth narrative. Through bespoke developed reinforcement strategies, our high-performance culture change interventions are designed to create personalized employee experiences that drive collective mindsets and habits to continuously fight for growth, developing the organization’s growth muscles to become an unstoppable powerful force that keeps propelling the organizations forward to drive transformative growth. By empowering leadership with the right know-how and skills to role-model the behaviour they want others to adopt, we embed deliberate processes, systems and performance tracking mechanisms along the change journey to redirect the organization towards concerted efforts that break down silos, diffuse turf battles, and provide support to entrench the collective conscious drive for transformative growth. 

At the core of successful implementation of EVBG strategy, are exceptional growth leaders that stay resolutely faithful to the growth vision, maintaining the focus in the face of timely jolts, and inspiring an organization-wide culture that continually seeks out and pursues growth opportunities. In order to develop an Enterprise leadership capability that can drive transformative business growth, our GC Sales and Growth leadership development interventions takes on an immersive value orientated leadership transformation approach, focussing on developing the business skills, growth mindsets, leadership behaviours and the growth acceleration know-how to drive shareholder value. By linking leadership development initiatives to real business growth targets and claw back strategies to showcase tangible value creation and measurable ROI, our bespoke engineered integrated leadership development journeys support the growth aspirations of the Business through hands-on coaching and guidance, enabling leaders to leverage the Sales and Growth TOM enablers and functional capabilities for accelerated change adoption.  

 Leveraging a combination of GC Financial Engineering, People Effectiveness and EVBG practices and principles, GC Sales and Growth Performance Incentivisation Modelling sets out to develop bespoke incentivization frameworks that align Enterprise strategic growth targets with employee personal growth ambitions. Translated from the Sales and Growth targets of the organization, we apply highly advanced mathematical modelling, predictive analytics, macro research, competitor benchmarking and feasibility analysis to determine ideal incentivization performance clustering and reward structures for highest Return on Talent Investment. In order to align Performance Incentivisation Models to the employee experience journey, we leverage reward-based reinforcement psychology frameworks to optimize KPIs and performance contracting. In order to ensure employees are informed and empowered to fulfil their performance ambitions, we develop bespoke skills and behaviour transformation learning journeys that link learning programmes directly to Performance Incentivisation KPIs, employing performance coaching and performance improvement methodology to reinforce high-performance sales cultures.  

GC Advisory Community Platform leverages GC Platform Engineering principles and Platform architypes to embed virtual advisory communities within organizations, through which knowledge and experience -sharing platforms allows for community, collaboration, accelerated adoption of sales and services models and the enrichment of customer data. In order to capture and scale the experience and depth of institutional knowledge of the Advisory professionals across the organization, we develop bespoke virtual Communities that act as a catalyst for Advisory maturity. Leveraging our GC Platform Engineering capability, as well as GC Digital Experience design capability, we entrench the principles of social learning, gamification and platform economy models to create opportunity for real-time advice and skill development within the data-sharing platforms, accelerating the adoption of advisory approaches, facilitating the ease of data collaboration and enabling the pooling of data to create more valuable and enriched insights for revenue growth. Leveraging GC platform behavioural incentivization models, and platform economy architypes driven through Data marketplaces, in partnership with our GC Culture and GC Strategic Change Management capability, organizational wide advisory cultures journeys are developed, empowering organizations to break internal silos and barriers and bring various data sources and skillsets together in a way that maximizes an enterprises’ ability to obtain maximum value from customer interactions.  

The GC Sales and Growth Alpha Team forms part of the primary leading team in GC that is focussed on achieving Alpha returns for shareholders through precision Sales, Growth, Marketing and Financial Engineering interventions. The GC Sales and Growth Alpha Team is typically deployed as an elite execution arm of the CEO and executive leadership, to achieve rapid results in high pressured situations, empowered to operate independently and with a high degree of autonomy. The team comprises of highly elite and specialized individuals with exceptional skill and precision, working collaboratively to operate under extremely challenging conditions and to carry out high-risk and high-reward projects. Having a high degree of risk tolerance and a willingness to operate in unpredictable environments, the team is typically deployed as a rapid-response unit to emergent situations, or to prevent/mitigate threats before they escalate. Being responsible for high-priority or confidential projects, the team is equipped with proprietary GC technology and equipment that is designed to enhance their performance in challenging environments.  

GC Sales and Growth Turn-around strategy is a critical turn around intervention that is deployed in the event that immediate proactivity action is required to reverse an organizations’ declining share price, sales, market share, profitability, or ability to create economic surplus value. Leveraging GC Sales and Growth Intelligence Capability, robust diagnostic discovery interventions are implemented to identify the root cause of the organizational performance and gain deeper understanding and insights to macro, micro, geo-political context, market trends, competitor landscape, changing demographics, firmographics and psychographics, product or service positioning, as well as customer behaviours and needs. Based on the insights, we leverage the specialist skillsets of the Sales and Growth Alpha team, partnering with GC Marketing and Communication Engineering, GC Business Transformation and Strategic Change Management capability to develop comprehensive turn around interventions geared towards addressing the business, people and operational challenges in a way that results in maximum value creation for the Enterprise.  

GC Growth Accelerator Labs are used as an innovation catalyst to augment the entrepreneurial capability within organization, focussing on unlocking and achieving maximum Alpha through organic innovation strategies, as well as inorganic venture capital portfolio investments. Leveraging GC Sales and Growth Intelligence Capability, in-dept market and customer research and systems modelling simulations are conducted to identify growth initiatives that have the potential for highest growth and returns. With the specific intent to fast-track new growth ventures, GC Growth Accelerator Labs are implemented within contained environments to rapidly build, prototype and test initiatives to prove value and prepare for scaling and go-to-market roll-out. As the partnering consultancy, through our GC Growth Accelerator Labs we align with the Enterprise Growth strategy initiatives and portfolio investments across maturity stages, from seed to Series C, in order to optimise and channel venture capital allocation towards the path to profitability, maximize synergy benefits post integration and chart the path to IPO. 

In order to help Organizations accelerate their growth ambitions, GC Growth Management Office (GMO) is a strategic capability comprising of an elite GC Alpha team. Acting as an exclusive execution arm of executive leadership teams, GC GMO is implemented to execute the EVBG strategy and build internal capability that can drive organic and sustained year on year growth. Leveraging GC Sales and Growth Intelligence capability, key growth opportunities are identified and its contribution to Customer Value growth defined. Through our Alpha practice execution methodology, guided by GC Programme Engineering practices, growth strategy roadmaps are implemented, alongside rapid delivery and real-time value capture measurements. As a key priority of implementing GC GMO, key attention is given to developing internal capability infrastructure for future sustainability. In order to achieve this, GC Business Transformation Capability is leveraged for GMO set-up, defining the functional capability architecture aligned to the core value generating elements of the business, with a growth infrastructure embedded to enhance the organization's ability to execute on the growth objectives and maximize capturing the value opportunities identified. Leveraging GC Enterprise Engineering capability, alongside GC People Efficiency practices, GMO capability standards and frameworks are defined and integrated change management initiatives implemented for capability maturity development. 

Translated from the Sales and Growth Strategy and the mechanics required for Customer Value maximization, GC Sales and Growth Skills Accelerator focuses on identifying the People Effectiveness requirements that will underpin mechanics on the path to achieve Alpha through superior Sales and Growth performance. With specific reference to the critical capabilities, skills and behaviours that need to be accelerated in order to realize maximum value from people, we develop bespoke learning journeys directly linked to Business Sales and Growth strategy, with measurable business impact and ROI for reskilling and upskilling People. With the aim to enable rapid skills and behaviour transformation, GC Sales and Growth Skills Accelerator programmes are embedded alongside the Sales and Growth Learning and Leadership development learning journeys, as an intensified learning approaches focussing on building robust confidence in functional capability to deliver with impact against performance expectations and business impact measures.