One reason for the relatively small number of real-world applications of simulation in software engineering is the existing lack of guidance in creating and formulating the related models and in the isolated usage of associated techniques. In order to support both strategic and project management in software organisations, a methodology for Integrated Measurement, Modelling, and Simulation (IMMoS) was developed and validated. The hybrid approach integrates the individual strengths of its inherent methodological elements and concepts. The core element of IMMoS is the simulation modelling method System Dynamics (SD), which integrates quantitative dynamic models with quantitative and qualitative static models in a natural way. The novelty of IMMoS is twofold. Firstly, it enhances existing guidance for SD modelling by adding a component that enforces goal-orientation, and by providing a refined process model with detailed description of activities, entry/exit criteria, input/output products, and roles involved. Secondly, it describes how to combine SD modelling with goal-oriented measurement and descriptive process modelling, thus improving efficiency and smoothly closing the gap to established methods in empirical Software Engineering. IMMoS has been initially evaluated. The effectiveness and efficiency of IMMoS is supported with empirical evidence from two industrial case studies and one controlled experiment.