Demand Management

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:

Let’s Talk

Contact us to discuss ways to improve your company’s Demand Management.

Insights on Demand Management:

White Papers:

Want to Execute Your Strategy and Improve Financial Performance? Focus on Demand Management

Do People Trust Your Demand Plan? How Reducing Bias Improves Credibility and Financial Performance

The Power of Insight: Statistical Forecasting as Part of Integrated Demand Management

Blind Spot: How Demand Management and Integrated Business Planning Are Used to Optimize Trade Spend Investment


Want to Execute Your Strategy and Improve Financial Performance? Focus on Demand Management

Becoming a Trusted Advisor: The Impact of Bias on Credibility