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Assumptions: The Key to Successful Demand Planning

You cannot improve the accuracy of a demand plan without them

Assumptions are the fabric of a demand plan. They describe the sales and marketing activities that will be undertaken to generate demand and the anticipated market conditions, competitive activities, customer behaviors, and strategic activities. Oliver Wight Americas Principal Greg Spira explains how assumptions management is critical to driving better plans by empowering people to challenge and facilitate constructive debate around business assumptions, leading to changed behaviours.


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