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Vooruitblik op 2026: Start met keuzes, niet met intenties
Van goede bedoelingen naar een plan dat richting, keuze en momentum geeft
OGSM.com has helped over 60+ organizations with OGSM such as:
OGSM.com has helped us a lot in setting up a clear multi-year strategy and effectively translating it to our divisions and business units. With their guidance, our MT has not only turned the strategy into action, but also implemented a process that allows us to continuously improve and continue to focus on our shared goals in a result-oriented way.
Ron Krekels
Managing Director Uniekaas Holland B.V.
OGSM has really given us direction and structure. Our teams now understand better how they complement each other and where their own responsibility lies. The cooperation with OGSM.com went smoothly; they challenged us, got us excited and had a great eye for who we are as an organization. Thanks to their guidance, we now have plans that everyone supports and that really help us move forward in daily practice.
Pauline Escudero Lamboo
Customer Relations Division Manager - DICTU
OGSM helps me and my teams transform annual plans into a clear, concrete framework that provides direction throughout the year and allows us to manage effectively. As a director at Port of Moerdijk and now at Leidingenstraat Nederland, I’ve experienced the power of this structured approach firsthand. Our OGSM.com advisor helps us refine our goals and ensures our plan remains up-to-date and results-focused. This turns it into a dynamic tool that truly drives our organisation forward.
Ferdinand van den Oever
Algemeen Directeur LSNED
Together with OGSM.com, we drew up a sharp and supported plan in a short time. The OGSM method helped us to make ambitions concrete and clarify priorities. She asked the right questions and provided structure without losing the pace. Prior to the process, OGSM.com also held interviews with internal and external experts, so that we could immediately include best practices. The result is a clear compass for our team in the coming months.
Paula van den Boer
Lead Customer Success - Toyota Louwman Financial Services
OGSM.com support was exactly what we needed. He not only helped us bring focus to our 2025 strategy, but also to make sharp choices that really fit where we want to go as an organization. The sessions were structured, energetic and gave us the clarity to continue building together. Thanks to his guidance, there is now a concrete plan that everyone feels ownership of. The implementation of our strategy is now in full swing!
Lisan van der Peet
VP Global HR
With guidance from OGSM.com, our team has significantly improved its collaboration. By focusing on a single, clear, and ambitious Objective, we now have a clear vision and roadmap for the years ahead. OGSM keeps us on track during planning and helps us focus on what truly matters. The result is a goal-oriented approach that allows us to move forward with confidence. Highly recommended for teams looking to seriously improve their strategy and results.
Rick Hunnink
Owner Videonieuwsbericht
Within our organisation, OGSM has been embraced as a strategic management tool. The fresh and independent perspective provided during the process was incredibly helpful in facilitating the right discussions without getting bogged down in lengthy debates. I would highly recommend OGSM.com if you’re looking for a partner and method to take your strategic planning and execution to the next level in your organisation.
Lucas van Schijndel
General Manager BYD
At Crest, we strive for personal leadership in the maritime sector. Before our collaboration with OGSM.com, we struggled to define a clear strategy. Thanks to OGSM.com, we now have an inspiring and focused strategy that challenges us to think bigger and act with more purpose. They also helped us formulate measurable initiatives, enabling us to effectively engage our stakeholders in the mission and execution of our plan. If you're considering working with OGSM, I'd definitely recommend OGSM.com!
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Seriena Bal
Program Director Crest Collective
Sales strategy for commercial teams
The market is constantly changing. Customers are more critical, sales cycles are becoming more complex, and competition is putting increasing pressure on price. Without a clear sales strategy, commercial teams tend to react to day-to-day issues instead of steering proactively. Targets are met or missed without a clear understanding of why. Focus is lost, priorities shift, and ownership fades.
At OGSM.com, we help commercial teams turn their sales strategy into something concrete and actionable. Not in thick reports or loose spreadsheets, but in one clear and concise one-page plan (OGSM). This way, everyone on the team knows what we are steering toward, why it matters, and what today’s priorities are.
What is a sales strategy and why is it crucial for commercial teams
A sales strategy describes how you achieve your commercial objectives. It defines who you serve, where you focus, how you sell, and how success is measured. For commercial teams, this means clarity on target segments, value propositions, funnel management, and priorities.
An effective sales strategy provides:
• Clear focus on the right customers and markets
• Well-defined commercial goals and expectations
• Consistent decision-making in sales activities
• Better collaboration between sales, marketing, and operations
Research shows that teams with a clear commercial strategy grow faster and are better able to adjust based on results.
From commercial ambition to execution with OGSM
Many sales strategies get stuck in abstract plans. OGSM changes that. With OGSM, you translate your sales strategy into a single page with clear choices.
OGSM stands for Objective, Goals, Strategies, and Measures. For commercial teams, this means:
• Objective
The shared commercial ambition, such as achieving structural growth in a specific market or segment.
• Goals
Measurable sales targets like revenue growth, new customers, conversion rates, or average deal size.
• Strategies
The key choices to achieve those goals, for example focusing on key accounts, developing sector-specific propositions, or shortening the sales cycle.
• Measures
KPIs and cadence to track progress, such as funnel metrics, win rate, pipeline value, and forecast accuracy.
Everything fits on one A4 page. As a result, the sales strategy does not end up in a drawer, but becomes a daily steering instrument for the team.
Sales strategy by team and role
A strong sales strategy takes into account the different roles within commercial teams, such as business development, account management, inside sales, and sales management. OGSM helps define one shared direction while keeping responsibilities per role clear.
This leads to:
• Greater ownership within the team
• Less noise around priorities
• Better predictability of results
Keeping your sales strategy alive
A sales strategy only works if it is actively maintained. With OGSM, you work with fixed evaluation moments, such as monthly sales reviews and quarterly sessions to discuss goals, progress, and strategic choices.
This keeps the strategy up to date, helps you learn faster from the market, and prevents commercial plans from turning into paper tigers.
Conclusion
A strong sales strategy is essential for commercial teams that want to grow with focus and control. OGSM provides a practical and proven framework for this. Compact, concrete, and directly applicable in daily practice.
At OGSM.com, we help commercial teams sharpen their sales strategy and translate it into daily decisions and actions. Explore our OGSM templates and turn your sales strategy into a steering tool instead of just another document.
Last updated: 22-12-2025
Templates
Discover our OGSM-templates
We have developed various OGSM templates for you for various formats that you can easily download here.
Frequently asked questions and blogs
Learn from our knowledge hub
How do I fill out an OGSM?
You fill out an OGSM by going through four parts step by step:
1. Objective — formulate a clear long-term ambition.
2. Goals — make that ambition measurable with 3 to 5 concrete goals.
3. Strategies — determine the most important choices to achieve those goals.
4. Measures — add KPIs and actions to measure and execute progress.
Preferably use a template and involve your team for support and ownership.
How long does an OGSM cycle last?
An OGSM cycle usually lasts 12 months and follows the rhythm of the annual plan. The OGSM itself is set up at the start, with quarterly reviews to measure progress, adjust actions and learn. Some organizations work with a biannual update, but the basis often remains valid for one year and is cyclically tightened.
What is the difference between OGSM and OKR?
OGSM and OKR are both methods for translating goals into results, but differ in design and application. OGSM stands for Objective, Goals, Strategies and Measures and provides a complete strategic plan on one page including direction, choices and actions. OKR stands for Objectives and Key Results and focuses primarily on ambitious, measurable quarterly results, without a fixed strategy or action plan. OGSM is suitable for organizations that want to connect direction and implementation. OKR is ideal for short cycle focus and alignment.
Is OGSM useful for my organisation?
Yes, the OGSM model is suitable for companies of all sizes and industries. Whether you're a startup or a multinational, OGSM helps you clarify goals, implement strategies, and achieve results.
Why use OGSM?
The OGSM model is popular because it:
• Provides structure: It offers a clear and easy-to-understand framework.
• Enhances effectiveness: It emphasises measurable results.
• Boosts engagement: Teams collaborate to achieve shared goals.
OGSM helps organisations translate their vision into concrete actions, driving improved performance and teamwork.
