Business improvement specialist Oliver Wight has released a new white paper on managing demand. Authored by Oliver Wight Partner, Debbie Heaton, the white paper explains why organisations need sales and marketing to take ownership of the demand management process if they are to keep up with the competition.
"In the current business environment it's more important than ever that companies are consumer-driven; that means not only capturing and understanding demand, but influencing it. Thus, the process needs to be led and managed by those closest to the consumer - sales and marketing," explains Heaton.
With more than 15 years and a wealth of experience in sales and marketing, Heaton offers invaluable insight in to managing the supply chain from a customer demand perspective. In addition to providing constructive advice on market segmentation and demand optimisation, Heaton presents supply chain collaboration as a key component of demand insight.
"Collaboration puts the customer at the centre of everything, and in retail for instance, who knows the customer better than the retailer or franchiser? Understanding consumer buying patterns sanctions faster relay of demand signals and the ability to action real-time response," she says.
Heaton also believes demand analytics have a key role to play. "The quality of the demand plan is only ever as good as the input it receives. With so much information coming at the business, a specialist demand analyst within the marketing team can allow the calibration of assumptions, and continuous review of activity, which will ultimately optimise the customer experience."
An effective demand management process, driven by sales and marketing, is essential in driving competitive advantage, but Heaton is keen to emphasise it's not just about meeting customer demand today. "The white paper sheds light on how to implement the right processes to adapt to customer demand, whatever lies ahead," she concludes.
You can download the white paper here: http://www.oliverwight-eame.com/en-GB/library-events/white-papers