GoTo.

Growth framework

GoTo Growth Engine™

Attract, Engage, Convert, Retain, Expand.
Category
Growth
Components
5
Applied in
Higher Education, Corporate Organisations, Small and Medium Enterprises
Status
Proprietary, trade marked
01What it is for

Purpose

A five-stage growth model that treats marketing as a system with named conversion points rather than a series of campaigns.

The problem it solves

Marketing effort concentrates on attraction, where it is most visible and least decisive. Conversion and retention are where the economics actually sit.

02Structure

How the framework is arranged.

AttractSearch, media, content, referralEngageProof, relevance, response timeConvertThe step most organisations never instrumentRetainService, reporting, relationship rhythmExpandThe next engagement, and the referral
GoTo Growth Engine™ — 5 components. Full text below.
  1. 01
    AttractSearch, media, content, referral
  2. 02
    EngageProof, relevance, response time
  3. 03
    ConvertThe step most organisations never instrument
  4. 04
    RetainService, reporting, relationship rhythm
  5. 05
    ExpandThe next engagement, and the referral
03Methodology

How it is applied in an engagement.

  1. 01
    Each stage receives a measure, a baseline and an owner.
  2. 02
    The weakest stage is fixed before spend is added to the strongest.
  3. 03
    Conversion points are instrumented before campaigns run.
04In practice

Where it is used, and what it produces.

Applications

  • Student recruitment funnels.
  • Professional services firms whose enquiries do not become proposals.
  • SMEs whose marketing spend cannot be evaluated.

Expected outcomes

  • A named measure at each stage, sourced and dated.
  • Spend directed at the constraint rather than the habit.
  • Marketing measured against business outcomes.
05Related

Services and industries where this framework applies.

Licensing
From year four the intention is to license GoTo360™, IMPACT™, AI Navigator™ and the other frameworks to organisations and consultants. Enquiries about licensing are welcome now.
All frameworks
GoTo360™GoTo IMPACT™GoTo AI Navigator™GoTo Brand Compass™GoTo Digital Blueprint™

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