OGSM Framework

The OGSM framework, which stands for Objectives, Goals, Strategies, and Measures, is a strategic planning tool that can help us develop a clear and focused plan for achieving our objectives.

It breaks down the strategic planning process into four key components:

Objectives are the high-level, long-term outcomes that we aim to achieve. They provide a clear sense of direction and purpose. For example, a SaaS startup might have the objective of launching their product and becoming cash-flow positive.

Goals are specific, measurable targets that support the achievement of objectives. They serve as stepping stones towards the larger objectives. Continuing with the SaaS startup example, a goal might be to acquire 10,000 daily active users.

Strategies are the broad approaches and initiatives that outline how an organization intends to achieve its goals. These strategies often involve the allocation of resources and a detailed plan of action. In our example, one strategy could involve marketing the product on search and social platforms, while another might be industry trade shows or public relations efforts.

Measures or Key Performance Indicators (KPIs) are specific metrics used to evaluate progress towards goals and objectives. They provide a means to track success and make informed decisions. For our marketing on search and social platforms strategy, one of the measures might be Cost Per Acquisition (CPA), or Return on Advertising Spend (ROAS).

1. Fill out the key Objective i.e. the high-level, long-term outcomes that we aim to achieve. This provides a clear sense of direction and purpose. For example, a SaaS startup might have the objective of launching their product and becoming cash-flow positive.

2. Identify Goals that are specific, measurable targets that support the achievement of the objective. Continuing with the SaaS startup example, a goal might be to acquire 10,000 daily active users.

3. Generate Strategies, these are broad approaches and initiatives that outline how an organization intends to achieve its goals. Strategies often involve the allocation of resources and a detailed plan of action. In our example, one strategy could involve marketing the product on search and social platforms, while another might be industry trade shows, or public relations efforts.

4. Set Actions. Actions are tactics or initiatives that apply the chosen strategy. For our example, this might include setting up an advertising campaign, including the production of creative.

5. Set KPI Measures. These are specific metrics used to evaluate progress towards goals and objectives. They provide a means to track success and make informed decisions. For our marketing on search and social platforms strategy, one of the measures might be Cost Per Acquisition (CPA), or Return on Advertising Spend (ROAS).

6. Set a Timeline. Identify key milestones and deadlines. For our example, this might include a deadline of 1st June for the launch of the advertising campaign, running until 30th June.

7. Assign roles to key personnel using the RACI framework.