The Sales & Marketing Steering Committee Charter establishes a committee to oversee marketing investments and ensure alignment with corporate goals for [Company Name]. The committee is responsible for prioritizing marketing initiatives, promoting collaboration between departments, and measuring key program performance. It will meet quarterly and review any proposals over $XXXX, approving initiatives that have clear measurement plans and contribute to objectives. Committee members agree to make informed decisions and regularly report on strategic initiative progress to senior leadership.

1. Steering Committee Charter
Following is a sample charter that you can customize to fit your organization.
Definition
The Sales & Marketing Steering Committee (SMSC) oversees the marketing investment for
[insert Company Name]. Members of SMSC are appointed by the Chief Executive Officer and
are accountable to Senior Management & the Board of Directors.
Following are the primary responsibilities for the SMSC:
1. Provide strategic leadership for Sales & Marketing operations of [insert Company
Name] by ensuring Sales & Marketing are aligned corporate strategic goals,
objectives, processes, and activities.
2. Prioritize marketing investment initiatives and resolve resource allocation issues
based on project prioritization.
3. Ensure open communications between the marketing department and the other
functional units of [insert Company Name] to promote collaborative planning.
4. Provide a forum for measuring the performance of key marketing programs and
initiatives.
Committee Members
Members of the Sales & Marketing Steering Committee include:
• Director of Sales
• Director of Marketing
• Director of Information Technology
• Director of Finance
• (Additional managers of key departments)
• (Internal experts on business processes or technologies)

2. Mandate
• The committee shall meet at least four times per year. Committee members are to
attend all meetings, or provide a representative from their department.
• The committee shall review all proposals for marketing investments with projected
costs over $XXXX. All proposals will be reviewed and approved by the Sales and/or
Marketing departments.
• All proposed initiatives must clearly define how it will be measured, and include
benchmarks that indicate progress. Cost/Benefit Analysis or ROI projections must be
included.
• The committee may reject any proposed initiative that is not supported by a strong
business case, or does not contribute to corporate goals & objectives.
• Members of the committee will report on the progress of each approved strategic
initiative. Any initiative that is failing to meet its projected goals may be terminated by
the SMSC.
• The SMSC will provide an annual report to Senior Management & the Board of
Directors. The contents of the report will include: milestones achieved, status of
current projects, financial results, and priorities for the next fiscal year.
Agreement
As members of the Sales & Marketing Steering Committee, we agree to make every effort to
ensure that [insert Company Name] makes sound decisions, reviews proposed investment, and
measures results of each strategic initiative.
Date: [Insert Date]
Signed: [Insert signatures of each committee member]