It will be crucial to listen hard and be very responsive to the needs of the demand side. It will also be important to work with human resources to revise incentive system that currently encourage the cultural divide. To realize the benefits that are possible from managing demand within a supply chain, communication among the different sides of the enterprise must be open; coordination, in the form of S&OP processes , must be implemented ; and a culture of collaboration must be established.
In short, the benefits from supply chain management cannot be realized unless demand management is also a priority