What Is The OGSM framework And Why It Matters In Business

The OGSM framework is a means of creating a well-structured and actionable marketing strategy. Fundamentally, the OGSM framework allows businesses first to define what they want to achieve and then determine how they will get there. To provide direction for marketing teams, the acronym of OGSM (objectives, goals, strategies, measures) should be followed in sequential order. Here is a look at each in more detail.


In the first step, the overall objective should be defined.

The objective should be related to the purpose of the business, or its company mission and brand values.

For example, a business that offers corporate wellness training might have the objective of creating content around a healthy work/life balance.

The marketing strategy may then seek to educate senior management on designing and implementing a wellness program across the entire organization.


To have a realistic chance of achieving the objective, it should be broken down into smaller goals.

Importantly, the goals must be clear and concise and easily trackable.

The corporate wellness company might aim for 2,000 website visitors a month, with 15% of those purchasing the program through an email marketing campaign.

Alternatively, the business may have a goal of directly contacting 300 other businesses per month and converting 5% of them to the wellness product.


Strategies explain how the goals might be achieved.

To convert the 15% of website users into paying customers, the corporate wellness company needs to think about developing a buyer persona, hiring a copywriter, and creating targeted landing pages – among other things.


Measures help ensure that a business is moving toward its goals in a timely fashion.

In other words, measures are numerical benchmarks that use key performance indicators to provide guidance on strategy effectiveness.

The corporate wellness company might need six months of email marketing to convert enough clients to be profitable.

If that number of clients is 600, then the business can set a measure of at least 100 new clients per month.

Advantages of the OGSM framework

Short and simple

The OGSM framework is a short, simple, and concise one-page plan that is visible in the sense that it is easy to understand across all levels of an organization.

Goals linked to specific actions

Goals are explicitly linked to specific actions, which increases the chances that performance standards are met.

Adapted to context change

If conditions in the market or within an organization change, the OGSM framework can be adapted to suit.

Disadvantages of the OGSM framework

Negotiate competing goals

In some cases, the framework requires a degree of upfront cooperation as stakeholders negotiate competing goals and interests.

Large commitment

The OGSM framework also requires a large commitment of approximately 5 years, which may be unsuitable for businesses needing to react quickly to fluctuating internal or external factors.

Strong leadership

The framework is reliant on strong leadership to ensure buy-in from all relevant stakeholders.

OGSM framework case study

Take the case of a company that is trying to increase revenue by 10%, which will be supported by the launch of a new product.

The strategy to archive that will be to launch a new marketing campaign which will be measured by tracking the sales of the new product lines.

Thus, this is how the OGSM framework will be structured:

  • Objective: launch a new product line.
  • Goal: target a 10% revenue increase next year.
  • Strategy: develop a marketing campaign for the new product.
  • Measure: enable a tracking system to check the sales coming in from the new product line.

Key takeaways

  • The OGSM framework defines actionable marketing strategies with quantifiable success metrics.
  • The OGSM framework is an acronym for objective, goals, strategies, and measures. As the business works through each step to create a strategy, the level of detail and specificity increases.
  • The OGSM framework is effective and simple to understand. But it does require strong leadership over the log-term to keep stakeholders engaged and working toward a common goal.

Connected Marketing Concepts

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Digital Marketing

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Other strategy frameworks:

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