Creating, Influencing and Managing Demand
Increasing global competition, volatile markets and ever-increasing demands from consumers, makes best practice demand management an absolute imperative. For many organisations however, demand management is consigned as a supply chain process and the demand plan itself viewed merely as a forecast. This workshop challenges that paradigm, and demonstrates that true demand management is a sales and marketing planning process.
What is this workshop about?
This interactive workshop shows how to use demand management to deploy your sales and marketing strategy. It uses a video case study of best practice to help you improve your understanding of your organisation’s role in the value chain. You will learn how to design an effective demand planning process that takes account of your customer, your customer’s customers and the end user. Market segmentation and customer collaboration are key and the focus is on using situational analysis to understand what’s really happening in the market place; working on practical methodologies to co-operate with customers and planning at the optimum level to optimise demand. The workshop will cover the role of analytics and modelling in the demand management process. You will learn how to move beyond the use of statistical forecasts and assumptions to a strong suite of integrated analytics that help analysts build models which allow sales and marketing people to make informed decisions on the best return on sales and marketing investments. As well as shining a light on what is required for effective long-term demand planning, the workshop shows how to optimise the short-term to execute the sales plan in the most effective way and to drive business performance. You’ll receive practical tips on the steps you need to take – from roles and responsibilities through to integration with the Integrated Business Planning process.
The United Kingdom workshop can be booked in conjunction with the Demand Sensing and Execution Workshop to become a 3 day workshop or it can be booked on its own.
Click here to download the workshop description.
Videos on Demand Management
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