The 7 Levels of a Growth Organization
Demand Creation Monopoly
You have achieved competitive free status. You have a clear picture of who your customers are - and who they aren't. Your chosen market segments clearly understand your value proposition and value your differentiation. Customers drive growth by finding ways for you to create revenue. Sales costs and cycle times are decreasing. Growth is predictable.
Demand Creating Organization
You continually reinforce the power of your value proposition with customer- based innovation. You are the supplier of choice and you regularly earn margin premiums. Growth is becoming predictable. You are able to enter in conversations with potential buyers earlier in the sales cycle, and sales costs and cycle times are decreasing.
Value Creative Sales Organization
You understand your customers as well as they understand themselves, and far better than your competition does. Price plays a factor in decisions, but is no longer the driving factor. You regularly earn a margin premium to your competition. Your customers clearly understand your value proposition and value it. Competitive issues no longer impact you.
Crossover Sales Organization
You base all growth and innovation initiatives on the underlying needs of your customers. You have clearly segmented your client base and are focusing on key client segments where you can be the "best". Markets are still characterized by heavy competition and growth lacks the predictability desired.
Solution Selling Organization
Your sales focus is on solving customer problems, rather than on peddling offerings; but your corporate focus is still internally based. You are able to break from price in select situations and differentiation exists in select customer accounts. The market still fails to fully understand your core value proposition; as a result sales costs and cycle times are still increasing.
Demand Fulfillment Organization
Your focus is on customer needs rather than purely on your commodity offering. Significant effort is spent internally on differentiation, though the market sees little differentiation. Price is still a driving issue in buyer decisions.
Commodity Selling Organization
Your focus is on the commodity you are selling. There is no differentiation between your offerings and other's. Your market is characterized by intense competition and price is the driving factor in buyer decisions.