Gartner Research

A Broader Span for Demand Sensing and Demand Shaping Across Industries and Time Horizons

Published: 27 June 2012

ID: G00235169

Analyst(s): Noha Tohamy

Summary

To improve demand visibility, companies across industries will move beyond demand forecasting, and establish a foundation for demand sensing and shaping that spans short- and long-term time horizons.

Table Of Contents
  • Key Challenges

Analysis

  • Freeing Demand Management From the Shackles of Historical Forecasting
  • Why History-Based Demand Forecasts Aren't Enough
  • The Need for Sensing and Shaping to Improve Overall Demand Management
  • Leaders Embrace a Broader Span of Demand Sensing and Shaping
  • Leveraging Demand-Sensing and Demand-Shaping Strategies: Beware of the Organizational Challenge
  • How to Overcome Current Barriers to Demand Sensing and Shaping

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