Demand Management

Creating, influencing and managing demand

Demand Management includes all aspects of deploying your company’s value proposition to the marketplace. Market, channel, customer, and consumer activities are driven from a strategic level through market and market segment roadmaps. These guide market segment plans which are executed through detailed, time phased sales and marketing activities. Analytics, assumptions, modelling and customer collaboration are used to generate demand forecasts that integrate with, and drive the operational plans for your organisation, while also providing insights for improving sales and marketing performance. Demand execution processes ensure that the response to actual demand is proactively managed in line with market segment plans. Demand execution processes include demand sensing, forecast consumption monitoring, abnormal demand management, order commitment through available-to-promise, and service level definition through customer segmentation and prioritisation.


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You should consider Demand Management for your business if:

  • You are struggling to hit sales revenue and margin plans

  • It is unclear where growth will come from

  • You are wrestling with poor forecast accuracy and see over- or under-forecasting

  • Your people across all functions blame the forecast for problems in serving customers and high inventory

  • Ownership of sales and marketing plans is unclear

  • Lack of supply results in chaos and stress for sales, marketing and customer service teams

  • Sales and marketing blame the supply chain for not being able to fulfil demand and for losing sales and customer loyalty

  • You are feeling like you are constantly scrambling to hit the monthly sales plan

How we can help

  • A diagnostic assessment of the effectiveness of your current process, including identifying the root cause of any performance issues

  • Transfer of our knowledge to your people so they can deploy an effective Demand Management process for your business

  • Assessment of your Demand Management process and validation that has achieved Class A level of effectiveness – firmly embedded as the ‘way you do things’ and delivering the benefits you wanted

  • Scoping an action plan to define standards, address issues and take advantage of the opportunities identified, including resourcing, time-lines and performance improvement expectations

  • Facilitate the design of a Demand Management process to best fit your organisation and its needs

  • Change management – monitoring and support of the implementation of change and its impact on your people

  • Coaching your Demand Management process users as you introduce new ways of working

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