Designing a Growth Portfolio: Michael Treacy, GEN3 Partners

Title:

Designing a Growth Portfolio: Michael Treacy, GEN3 Partners

Author:

Robert Leavitt

Date Published:

October 2, 2002

Ref. Number:

V0018

Pages:

Building a growth strategy in today’s economy, according to Michael Treacy, requires a tortoise-like approach: “Aim for slow, steady progress along multiple paths. A diversified portfolio of approaches is the only way to get steady, successful growth today. You’ve got to piece together growth in lots and lots of places.”

This ITSMA Viewpoint presents Treacy’s model for designing a growth portfolio. Treacy, co-author of the best-selling book, The Discipline of Market Leaders, highlights five key elements of growth for IT services organizations:

Base retention
Market expansion
Share gain
Adjacent market penetration
New lines of business

The Viewpoint is adapted from Treacy’s keynote address at ITSMA’s 2002 Chief Marketers’ Conference.

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