Gartner Research

Include Digital Marketing Insights in S&OP to Make Forecasting More Accurate

Published: 24 March 2017

ID: G00320278

Analyst(s): Lizzy Foo Kune , Andrew Downard


Supply chain leaders responsible for improving supply chain planning maturity and capabilities can develop more accurate demand forecasts by using S&OP to harvest insights from the increasingly data-driven, digitally led marketing function.

Table Of Contents
  • Key Challenges



  • Collaborate With Marketing Leaders to Define the Roles, Responsibilities and Methodology to Incorporate Marketing Insight Into S&OP and to Improve the Accuracy of Forecasts
  • Engage Marketing in the S&OP Discussion by Clearly Articulating How S&OP Helps Achieve Marketing Goals and Objectives
  • Create More Accurate Forecasts Throughout the S&OP Process by Agreeing on the Demand-Shaping Information to be Exchanged Between Marketing and Supply Chain

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