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TECHNOLOGY

Enterprise Scalability and On-Demand Solutions

[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. What is demand management & revenue optimization, what solutions are currently available and how do they work?

b. How can DMRO contribute in a meaningful way to making our organization much better than it is today?

Move at the speed of business evolution, not the speed of technology evolution: Enterprise scalability and on-demand solutions

Technology decision makers look for IT solutions that support the organization and its underlying processes. Too often, however, it has worked the other way around – as businesses adapt to new requirements they find it necessary to tailor these new processes to the logic and assumptions embedded in their existing applications – in other words, the logic of old technology drives the logic of new business models. For many successive generations of technology a rigid architecture of system applications has been the metronome pacing the speed at which business processes and services evolved and adapted. In fact it is the services themselves which should power the system – and a new generation of service-oriented technology operates precisely from this premise.

An on-demand model should lower the economics of obtaining the necessary amount of technology while ensuring the utmost agility in being able to shape the technology to your specific needs as the business environment evolves. Technology change typically involves cost, and if the cost equation is out of proportion to the benefits it provides then the organization loses. Too many enterprise-wide system deployments end up over-budget and under-benchmark. In the demand world of consumer retail & distribution the perils of enterprise-wide systems are particularly acute given the traditional stovepipes that exist between different demand levers such as pricing, marketing, sales and assortment. The solution that is required provides a portal into demand with fully visible (to all parties) interaction between and among these levers. This should result in a single ground truth for demand that is accessible via an agile on-demand solution.

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