Gartner Research

Improve Project-Based Demand Planning by Leveraging CRM Tools

Published: 16 December 2014

ID: G00263231

Analyst(s): Matthew Spooner


Using CRM as a part of supply chain planning could significantly increase forecast accuracy and improve delivery performance for companies where demand is driven by projects. This research helps supply chain leaders use information held in the company's CRM system to create a better demand plan.

Table Of Contents
  • Key Challenges



  • Articulate a Very Clear Vision of How the Supply Chain Can Use Information Held in the CRM System
  • Create a Compelling Value Proposition, Gain Buy-In From the Commercial Organization, and Establish a Joint Supply Chain and Sales Lead Team
  • Clearly Define Processes, Rules and Responsibilities to Enable the CRM Sales Pipeline Data to Be Used in the Demand-Planning Process Consistently and Appropriately
    • Scaling the Demand Plan in Line With the Sales Pipeline
    • Using a Rule-Based Approach to Include Specific Sales Opportunities Into the Demand Plan
    • Using Sales Opportunity Percentages as a Method of Allocating Demand
    • Using the Pipeline to Plan Capacity or Common Materials
  • Establish Which Data in the CRM System Can Support Forecasting for Large Project Opportunities
  • Establish a Joint Supply Chain and Commercial Team to Define More Rules to Make CRM Data Viable for Use in the Supply Chain

Gartner Recommended Reading

©2021 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.