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MARKET INSIGHT

A Centralized and Coherent Picture of Demand

[Abstract ]

This paper approaches the scientific micromarketing opportunity through initially posing the following questions that in all likelihood would present themselves to the C-level executive suite of a company considering the benefits, costs and other considerations involved in joining the scientific marketing revolution:

a. How will a demand management & revenue optimization strategy make our organization much better than it is today?

b. What differentiates one particular DMRO solution from all others and how can this help me gain an enduring performance advantage?

Extend the line of sight beyond the confines of organizational silos: a centralized and coherent picture of demand

Organizations frequently suffer from fractured pricing policies where different silos, or “stovepipes”, within the organization have conflicting rules regarding pricing strategy. In addition to this proliferation of pricing policies with the potential to impact the market’s demand, other departments in the organization are also making demand-impact decisions, such as advertising and product mix. The core problem here is the absence of a unified view on consumer demand and the organization’s ability to let different managers see the impact of their decisions on the customer’s purchasing behavior and the interactive effect their decisions will have on other departments within the organization.

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