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At many companies, sales generation activities have become disconnected from the operational activities required to fulfill that demand — resulting in conflicting objectives and foregone business opportunities. Bringing the supply-and-demand sides of an enterprise together can represent a significant opportunity for efficiency and value creation.
On May 12, Professor Theodore Stank, co-author of “Integrating Supply and Demand” from MIT SMR’s Summer 2015 issue, joined contributing editor Steven Paul to present his research on how some companies have bridged the perennial divide between demand generation and the supply chain in a way that maximizes the value to their customers and to themselves.
The webinar covered, through real-life examples, the five stages for successful supply and demand integration:
- Develop a relevant value focus
- Share knowledge across the organization
- Allocate resources strategically
- Learn to walk the talk
- Balance capacity and demand