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

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PART II:

ISSUES AND

TECHNIQUES

  

MULTIPLE VIEWSOF DEMAND

When implementing a demand management process, the sales and marketing organizations often resist providing input to the demand plan. Why the resistance? They do not see the value in their participation, and it takes time away from their primary activities.

This resistance has a certain degree of irony. When the sales and marketing organizations do not contribute to the demand plan, they make it harder to achieve their performance objectives. Demand plans are almost always more accurate when they are based on inputs from the sales, marketing, and product or brand management organizations. ...

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