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Marketing behaviors

Companies are increasingly investing in their sales and operation planning (S&OP) process and tools. Gartner, an American technology research and advisory firm, considers demand planning accuracy at the top of the list of key supply chain performance indicators.  

Demand planning is becoming more sophisticated. Powerful statistical tools can model consumer demand patterns, while demand shaping and demand sensing are on the rise, and are placing demand planning in a more proactive position with the markets. These developments will yield service and working capital benefits in supply chains which use forecasts to set inventory levels — commonly known as make-to-stocksupply chains.