\u00a9 2009 Demand Metric Research Corporation
Steering CommitteesIncrease Program Success
Developing a strong governance process requires cross-functional alignment on
marketing decisions. Implement a Sales & Marketing Steering Committee to
formalize your strategic planning, prioritization, decision-making, investment, and
performance measurement processes. Use Demand Metric's downloadableSteering
Committee Charter Templateto kick-start the formation of your committee and
establish your mandate.
What are the Benefits of Steering Committees?
Increased Buy-in- including Senior Management and leaders from other
departments in your decision-making process will help you sell the benefits of
a proposed initiative as other stakeholders can support your business cases.
Reduced Decision-Making Risk- along with increasing buy-in, a
collaborative decision-making process will certainly help you avoid making
poor decisions that have an impact on another department.
Better Resource Allocation- as your committee works to measure
performance of marketing investments, it will become much easier to
determine where budgets & resources would be most effectively deployed.
Key Responsibilitiesof Steering Committees:
Prov ide St rateg ic Lead ersh ip- the primary responsibility of the Steering
Committee is to ensure that all department activities are aligned with
corporate goals & objectives, processes, and initiatives.
Prioritize Investments- a secondary objective of the committee is to
ensure that marketing investments are prioritized correctly with other
corporate budget and resource allocations.
Measuring Program Performance- collaborative evaluation of previous
investments is the key to developing a performance-driven marketing culture.
Levelsof Strategic Planning & Governance Maturity:
Level 1: Initial/ Ad Hoc- regular governance practices such as review meetings,
creation of performance reports, and investigation into problems take place, but rely
mostly on the initiative of the marketing management team.