Gartner Research

Build Accountability From Sales to Improve Demand Forecast Accuracy

Published: 23 October 2013

ID: G00257757

Analyst(s): Steven Steutermann


Building sales accountability for the forecast is a critical element in improving forecast accuracy and setting continuous improvement targets in the CP industry. Supply chain leaders should use this research to balance inventory, cost and service objectives through improved sales forecast accuracy.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Increasing promotional activity and new product demand is causing supply chain leaders to seek greater accountability from sales to reduce forecast error
  • A lack of demand management process maturity is a barrier for supply chain professionals in gaining the necessary sales support to enable the supply chain
  • Increased depth and frequency of trade promotions, coupled with mobile-digital consumer offers, require supply chain leaders in the CP industry to seek better, integrated TPM solutions from sales

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.