A practical tool for linking business or digital vision with goals, objectives, strategies & KPIs

What vày you want khổng lồ achieve and how will you get there? OGSM is a widely-used approach for getting focus khổng lồ translate a vision into business và kinh doanh strategy.

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What is OGSM?

OGSM stands for objective sầu, goals, strategies and measures. It"s a way of defining what you want lớn achieve, and how you will get there. The Model divides your aims into lớn broad objectives, fixed & measurable goals, strategies lớn guide your actions, & measures to give sầu you a direct way of monitoring your progress. Here is how the parts of the OGSM model liên kết together.


Here"s a more specific definition of OGSM:

Objective: Defining an over-arching breakthrough vision

Stable, concise and linked to company mission

Goals: Stepping stones khổng lồ achieving the higher cấp độ objective

Specific, Measurable, Achievable, Compatible

Strategies: the choices we make lớn achieve sầu our objective

Where we choose lớn focusShould be flexible

Measures: Numerical benchmarks on our progress

KPIs used as checkpoints to determine if our strategies are working

How khổng lồ create an OGSM plan

An essential part of the beauty và versatility of the OGSM Mã Sản Phẩm is how easy it is lớn implement. You don"t need any special software or technical skills - you just need a single page. The most important part for success in creating an OGSM plan is making sure that you carefully & accurately define your terms: objective sầu, goals, strategies and measures.

Objectives refers to lớn your vision for what you need to achieve sầu in the long term, taking into account your fundamental principles và mission statement.

Goals are about specific long-term targets aligned lớn your objectives, which should be measurable and will often have sầu a financial basis.

Strategies are the ways you will deploy resources lớn achieve sầu your goals. Measures are the things you will monitor to judge whether your strategies are working.

Overall, all stages of the model need khổng lồ be strategically aligned, so that all your efforts feed back khổng lồ your overall objectives for success.


An example OGSM plan

1. Objective

Let’s imagine a finance company called EZCash. They’re a growing company that prides itself on making money simple by letting customers synchronize their online banking information inlớn one profile. There, customers can see an estimate of their credit score, their current and savings accounts, credit cards, và loan/mortgage information.

However, they’ve noticed during a situational analysis that the majority of their customers are over 40 years old. At the start of the year, EZCash decides lớn make a change.

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Objective: Grow the number of customers in the 16-25 age group

2. Goals

In order lớn achieve sầu this overall objective sầu, EZCash sets three goals.

Goal 1: Create 30 educational resources by the kết thúc of the year that young customers can use to learn about financial matters

Goal 2: Work with 10 youth/student organizations in the next year

Goal 3: Host 5 public events in the next year that are aimed towards increasing the financial knowledge of young people


3. Strategies

Each of these goals requires separate strategies in order to lớn achieve them. To achieve each goal, some of the strategies that EZCash could undertake include:

Strategies for Goal 1:

Identify từ khóa that have high search volumeCreate a content library structure, wherein pages have dedicated keywords to optimize forCreate a timetable for content creation, working with freelancers where possibleStandardize a process for asphối creation (video/illustration)

Strategies for Goal 2:

Conduct surveys/interviews with persomãng cầu group members lớn better understvà their needsIdentify applicable youth/student organizations in the local area/nationwideNegotiate activity/promotion activities between the two parties

Strategies for Goal 3:

Brainstorm/estimate budget for sự kiện conceptsSelect event locations (nationwide) & scout venue optionsFormulate invite danh sách (existing customers, bloggers, public invite through local sự kiện site etc.)Create event giveaway collateralSchedule social truyền thông media activity surrounding events (both in-house và encouraged activity from sự kiện attendees)

Professional Membership

4. Measurements

To monitor if each strategy will succeed, important measurements need khổng lồ be monitored. For the strategies mentioned, these measurements could be:

Measurements for Goal 1 Strategies:

Monthly từ khóa search volumeArticle word count/image usageBudget spentVideo views/view timeOrganic tìm kiếm volumeGoal completions (signups, credit checks etc.)

Measurements for Goal 2 Strategies:

Survey question analysis (approval percentage etc.)Contacted/interested engagement listReferral traffic from partnership sitesEngagement with co-authored content/social media postsBudget spentGoal completions (signups, credit checks etc.)

Measurements for Goal 3 Strategies:

Venue size/attendee totalsOutreach engagement numbersAuthority of pages hosting sự kiện invite newsSocial media impressions, mentions, engagements (including use of encouraged hashtags)Goal completions (signups, credit checks etc.)

You can now see how each measurement directly feeds inlớn specific strategies that will help achieve sầu goals and, in turn, the overall company objective sầu.

Where did OGSM originate?

The true origins of OGSM are unclear, but it"s claimed that it was first devised in nhật bản in 1950 before being translated for American corporations. Retìm kiếm suggests that consumer goods giant Procter & Gamble played an important role in refining và championing the model, and it has been taken up by such major businesses as Coca-Cola và Mars and of course applied by consultancy firms.

OGSM planning has been developed và adapted by different consultants và you will find strong parallels in the Smart Insights approach to lớn campaign planning.

Things khổng lồ watch for

Although OGSM is a widely used Model people tkết thúc to define goals và objectives differently in different businesses. For example, it"s common lớn refer to lớn broader goals & specific SMART objectives which we vị as we explain in our Setting digital kinh doanh goals & objectives module in our Campaign Planning Learning Path.

In the OGSM Model, it all starts with your objectives - & everything else in the model should be aligned with this first element. When defining your objectives, it"s vital to think big, và to lớn think long term. Create a compelling vision for where you want lớn be in the future. Paint yourself a picture of what success will look lượt thích. The better your picture, the greater your chances of achieving those objectives with the help of the OGSM Model.

We hope you find this explanation of OGSM useful. It’s a great tool since it"s a simple way khổng lồ show the importance of aligning strategy with goals & then putting in place the reight measurements khổng lồ check you"re on track & can be agile lớn adjust tactics to lớn meet the broader objective sầu.

Like all business models, OGSM is a framework that can adapt lớn different situations. If you have used it, we"d be interested to lớn hear how you find it and any adaptations you have made.


By Dave sầu Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online kinh doanh training platsize & publisher Smart Insights.Dave is editor of the 100+ templates, ebooks and courses in the digital kinh doanh resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries khổng lồ Plan, Manage và Optimize their digital sale. Free members can access our không tính phí sample templates here.Dave sầu is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation và Practice.My personal site,, lists my latest Digital kinh doanh & E-commerce books và tư vấn materials including a digital sale glossary.In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.Please connect on LinkedIn to lớn receive sầu updates or ask me a question.