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Demand Management Best Practices: Process, Principles and Collaboration by George Palmatier, Colleen Crum

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DEMAND CONSENSUSAND INTEGRATION

How often does the following occur in your company? The sales organization sells a particular product mix to a different customer base than what the marketing or product/brand management organization is targeting. Or a new product is set to launch, and the product or brand management organization communicates a demand plan that has a much steeper ramp up of demand than how the sales organization believes the new product will sell. And the statistical forecast, if you have this capability in place, differs from what all three organizations say the demand will be.

Rarely do the sales, marketing, and product/brand ...

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