A free one-page planning tool
The OGSM planning guide
Objective, goals, strategies, measures. One page that connects what you want to what you are actually doing about it.
Most marketing plans do not fail because the thinking was wrong. They fail because nothing connects. Twenty minutes with this and the gaps are obvious.
Why plans drift
The objective lives in the founder’s head, the goals live in a board pack, the activity lives in an agency’s Monday standup, and none of the three ever meet. Six months later everyone is busy and nobody can say whether it worked.
OGSM forces those four things onto one page, in order, where the gaps are obvious. If a strategy does not serve a goal, you can see it. If a goal has no measure, you can see that too. It is uncomfortable the first time you fill it in, which is rather the point.
It is most useful if you are running marketing for a business somewhere between two and fifty million in turnover, you have plenty of activity, and you have started to suspect that busy and effective are not the same thing.
What is inside
A worked example, a blank template, and the questions I actually ask clients. It is the same starting structure I use inside a fractional CMO seat.
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OGSM: Bringing your visions and strategy to life
all you need to start putting this marketing strategy into practice