The aim of Demand Management: Increased sales, greater market share, and lower costs
“Demand management is influencing the level, timing, and composition of demand to accomplish a company’s business objectives and goals.” Those are the words of Philip Kotler, considered the father of marketing.
When companies perform Demand Management well, they are more likely to become a top performer in their industry. Sales increase, and market share grows. Marketing, sales, and supply costs are lower than their competitors.
To do Demand Management well requires proficiency in these areas:
Problems That Effective Demand Management Helps Solve
When companies decide to improve their Demand Management process, they typically focus on solving these types of chronic problems:
Sales, marketing, and innovation activities are communicated over too short of a planning horizon to ensure flawless execution and product availability
The leadership team questions the credibility of plans that are communicated
The finance and supply organizations second guess the demand plan and create their own demand projections
Roles and accountabilities for demand management are not well defined or understood, creating conflict about expectations and decisions
Ways to Improve Your Company’s Demand Management
Oliver Wight has been helping companies to develop excellence in Demand Management for more than 30 years in the following ways:
Contact us to discuss ways to improve your company’s Demand Management.
Insights on Demand Management: