Leading companies are now using demand-shaping strategies and are linking their monthly S&OP processes to their weekly CPFR channel processes for a closed-loop feedback system. For example, some are using S&OP to synchronize back-end supply to front-end allocation and order promising. Supply that is slated for channels with excess inventory can be diverted to channels that can absorb it, or channel pricing changes can be made in anticipation of the incoming excess supply. Thus, excesses and shortages are immediately identified, and demand-shaping and cross-channel coordination strategies can be put in place to synchronize demand with supply.