What is OGSM?

A Strategic Model for Marketers Who Play Long Games

OGSM stands for Objectives, Goals, Strategies, and Measures — a simple but effective tool that helps teams turn big ideas into clear, measurable plans.

It’s not some corporate relic. OGSM works because it cuts through complexity. It forces you to define where you’re going, how you’ll get there, and how to measure progress — all on one page. That’s why it’s still used by some of the world’s biggest brands, and increasingly by marketers who are tired of scattered tactics and want long-term results.

Breaking Down OGSM

Objective

The vision. The headline. The long-term outcome you’re chasing.
Example: Be the #1 thought leader in AI marketing strategy by 2026.

Goals

These are the numbers — quantifiable, time-bound targets.
Example: Reach 1M organic visits/year, 10K subs, 500 backlinks.

Strategies

Your key plays. The core initiatives that will move the needle.
Example: Publish weekly deep-dive reports, collaborate with analysts, run an invite-only summit.

Measures

Your scoreboard. Trackable KPIs that tell you if it’s working.
Example: DA score, referring domains, lead-to-sale ratio, engagement rates.

Why OGSM Still Works (Even in 2025)

Despite the trend toward “move fast and break things,” OGSM endures because it anchors strategy in reality. It forces decision-makers to define success, choose priorities, and commit to measurement — all on one page.

It’s been used by companies like P&G, Coca-Cola, and Honda — and increasingly by marketing teams who want fewer shiny objects and more direction.

OGSM thrives when:

Strategy needs to stretch across quarters or years
Multiple teams or markets must stay aligned
You want measurable outcomes, not just busywork

OGSM in a Marketing Context

Marketing isn’t just about outputs — it’s about outcomes.
OGSM forces clarity between vision and execution, making it easier to spot which activities are moving the business forward (and which are just noise).

It helps you:

Set priorities across brand, demand, and content
Align cross-functional teams (creative, product, sales)
Report to leadership with clarity

Sample OGSM for a Marketing Department

Element	Example
Objective	Become the leading educational brand in SEO strategy
Goals	100K monthly organic visits, 15K email subs, $1M ARR via digital products
Strategies	Run a flagship blog, publish SEO playbooks, launch a podcast
Measures	Organic traffic, link growth, conversion rate, subscriber churn

OGSM vs. OKRs

People often confuse OGSM with OKRs. Both are useful — but they serve different purposes.

	OGSM	OKRs
Focus	Strategic planning	Goal execution
Structure	Vision > Goals > Strategy > KPIs	Objective > Key Results
Best For	Annual/long-range planning	Quarterly team-level execution

TL;DR: OKRs are great for sprinting. OGSM is better for steering the ship.

OGSM Is Built for Scale

One of OGSM’s strengths is how it adapts:

A solo founder can sketch it on a napkin
A CMO can use it to align global brand and demand teams
A startup can use it to stay disciplined as they grow

And since it lives on a single page, it’s hard to hide behind complexity or excuses.

Want to build your own? Start with this:
📍 What’s the one thing your team must achieve in the next 12–24 months?

Then work backward — and let OGSM do its job.