A practical tool for linking business or digital vision with goals, objectives, strategies and KPIs
What bởi you want to lớn achieve and how will you get there? OGSM is a widely-used approach for getting focus khổng lồ translate a vision into business and marketing strategy.
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What is OGSM?
OGSM stands for objective, goals, strategies and measures. It"s a way of defining what you want lớn achieve, and how you will get there. The mã sản phẩm divides your aims into broad objectives, fixed and measurable goals, strategies lớn guide your actions, & measures khổng lồ give you a direct way of monitoring your progress. Here is how the parts of the OGSM model link together.
Here"s a more specific definition of OGSM:
Objective: Defining an over-arching breakthrough visionStable, concise và linked to company mission
Goals: Stepping stones to lớn achieving the higher màn chơi objectiveSpecific, Measurable, Achievable, Compatible
Strategies: the choices we make khổng lồ achieve our objectiveWhere we choose to lớn focusShould be flexible
Measures: Numerical benchmarks on our progressKPIs used as checkpoints to lớn determine if our strategies are working
How to create an OGSM plan
An essential part of the beauty and 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, goals, strategies & measures.
Objectives refers to lớn your vision for what you need to lớn achieve in the long term, taking into account your fundamental principles and mission statement.
Goals are about specific long-term targets aligned to lớn your objectives, which should be measurable và will often have a financial basis.
Strategies are the ways you will deploy resources khổng lồ achieve your goals. Measures are the things you will monitor to lớn judge whether your strategies are working.
Overall, all stages of the model need to be strategically aligned, so that all your efforts feed back lớn your overall objectives for success.
An example OGSM plan
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 into one profile. There, customers can see an estimate of their credit score, their current and savings accounts, credit cards, & 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 to lớn make a change.
Objective: Grow the number of customers in the 16-25 age group
In order to achieve this overall objective, EZCash sets three goals.
Goal 1: Create 30 educational resources by the over of the year that young customers can use lớn 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
Each of these goals requires separate strategies in order to achieve them. To lớn achieve each goal, some of the strategies that EZCash could undertake include:
Strategies for Goal 1:Identify từ khóa that have high tìm kiếm volumeCreate a nội dung library structure, wherein pages have dedicated keyword to optimize forCreate a timetable for content creation, working with freelancers where possibleStandardize a process for asset creation (video/illustration)
Strategies for Goal 2:Conduct surveys/interviews with persona group members khổng lồ better understand 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 list (existing customers, bloggers, public invite through local event site etc.)Create event giveaway collateralSchedule social media activity surrounding events (both in-house và encouraged activity from sự kiện attendees)
To monitor if each strategy will succeed, important measurements need to lớn be monitored. For the strategies mentioned, these measurements could be:
Measurements for Goal 1 Strategies:Monthly keyword search volumeArticle word count/image usageBudget spentVideo views/view timeOrganic search 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 truyền thông 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 truyền thông media impressions, mentions, engagements (including use of encouraged hashtags)Goal completions (signups, credit checks etc.)
You can now see how each measurement directly feeds into specific strategies that will help achieve goals and, in turn, the overall company objective.
Where did OGSM originate?
The true origins of OGSM are unclear, but it"s claimed that it was first devised in japan in 1950 before being translated for American corporations. Research suggests that consumer goods giant Procter và Gamble played an important role in refining & championing the model, & 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 & adapted by different consultants & you will find strong parallels in the Smart Insights approach to chiến dịch planning.
Things khổng lồ watch for
Although OGSM is a widely used mã sản phẩm people tend lớn define goals & objectives differently in different businesses. For example, it"s common khổng lồ refer to broader goals & specific SMART objectives which we vì chưng as we explain in our Setting digital marketing goals & objectives module in our campaign Planning Learning Path.
In the OGSM model, it all starts with your objectives - và everything else in the mã sản phẩm should be aligned with this first element. When defining your objectives, it"s vital to think big, and to think long term. Create a compelling vision for where you want khổng lồ be in the future. Paint yourself a picture of what success will look like. 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 và then putting in place the reight measurements to check you"re on track và can be agile lớn adjust tactics to meet the broader objective.
Like all business models, OGSM is a framework that can adapt lớn different situations. If you have used it, we"d be interested khổng lồ hear how you find it & any adaptations you have made.
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By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and content Director of online kinh doanh training platform và publisher Smart Insights.Dave is editor of the 100+ templates, ebooks và courses in the digital sale 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 marketing. Không tính tiền members can access our không tính phí sample templates here.Dave is a keynote speaker, trainer và consultant who is tác giả of 5 bestselling books on digital marketing including Digital marketing Excellence và Digital Marketing: Strategy, Implementation & Practice.My personal site, DaveChaffey.com, lists my latest Digital sale and E-commerce books and tư vấn materials including a digital kinh doanh glossary.In 2004 he was recognised by the Chartered Institute of kinh doanh as one of 50 kinh doanh ‘gurus’ worldwide who have helped shape the future of marketing.Please connect on LinkedIn to lớn receive updates or ask me a question.