February 2021
Intermediate to advanced
240 pages
6h 41m
English
Content preview from Integrated Tactical Planning
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CHAPTER 4Optimizing the Go‐to‐Market Approach: Executing the Demand Plan
In this chapter, we will provide an overview of elements required to successfully execute the demand plan within an Integrated Tactical Planning process. We will share an overview of activities involving the commercial organization (sales, product, and marketing functions, for example). We begin by focusing on those activities that stimulate demand and reference the term demand management to delineate among those activities that are more strategic in nature, versus the tactics required to ensure that plans are in place to address changing demand patterns in the near term.
We will cover the following key concepts in this chapter:
Demand creation
Definition of demand management
Role of demand execution manager
Linking demand planning to demand execution
Forecast consumption
Demand segmentation
Abnormal demand
Demand monitoring
Order promising
Benefits of demand execution
A fully integrated demand management process provides organizations visibility into customer and market opportunities for enhanced revenue and profitability. The resulting demand plan requires a coordinated sales, marketing, and product management effort in communicating changes stemming from customer plans, including ensuring the documentation of assumptions as well as recognizing inherent risks and opportunities that might affect the most likely outcomes. Consensus‐driven demand output includes updated volumes to drive supply chain activities, ...
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