2 . THE DEMAND PLAN BELONGS TO SALES & MARKETING
3 . FINANCE IS FULLY INTEGRATED
and it ’ s IBP which enables the deployment of the business strategy . So , by definition , the CEO must own and lead the IBP process . In this way , the CEO enables IBP to become accepted at all levels in the business , to gain momentum and eventually become the way the organisation operates .
2 . THE DEMAND PLAN BELONGS TO SALES & MARKETING
Having a good understanding of what generates customer and consumer demand is the key component to developing a reliable demand plan . Consequently , those who are closest to the customer and have the greatest understanding of activity at the point of consumption , must take ownership of the demand plan ; this has to be the sales and marketing teams . Demand planning is more than simply producing a ‘ forecast ’. Many key business decisions are driven from what we believe we will sell . Organisations need a fully integrated demand planning process , with multiple inputs based on both volume and value , driven by demand analytics and market insights .
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3 . FINANCE IS FULLY INTEGRATED
A key differentiator of IBP is the integration of financial plans throughout the process .
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