The third white paper in Oliver Wight's seven-paper series, Deploying Strategy with Integrated Business Planning, highlights the role of the second step in the Integrated Business Planning (IBP) cycle, the Demand Review.
This paper explains why trust is fundamental to an creating effective Demand Review, where the commercial management team comes together to reach a consensus on time-phased actions that will be taken to influence and generate demand. Demand should drive a business and the Demand Review should also serve as a forum for deciding which commercial actions are the right ones to take and invest in to achieve the company’s goals and strategies.
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