What is Demand Management?
Demand Management includes all aspects of deploying your organization'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.
The demand plan requires multiple inputs. Analytics, assumptions, modelling, and customer collaboration are used to generate demand forecasts that integrate with, and drive the operational plans for your organization, 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 and include demand sensing, forecast consumption monitoring, abnormal demand management, order commitment through available-to-promise, and service level definition through customer segmentation and prioritization.
How Mature is Your Organization's True Level of Maturity in Demand Management?
Before embarking on any performance improvement program, it is imperative to identify your business’s true level of maturity. The Oliver Wight Maturity Model characterizes a business as being in one of four key phases of maturity: Co-ordination, Business Process Control, Automation, or Integration. Assess your business maturity in Demand Management using our free online self-assessment tool.
Assess Your Business Maturity