So their Role has a purpose - to improve DeMand visibility for sales management and Corporate supply chain as well as to optimize this spend and improve the ROI on the various spending plans. On an on-going basis they facilitate the bi-directional communication between field sales and corporate supply chain. Their pimary loyalty to Sales management dictates that they focus on providing market insights at an aggregated level to the Boss and to ensure the spending plans and goals are met. If there is a lack of proper integration to the demand planning function, then this primary loyalty will dominate their role in the supply chain. For example, the integration breaks down if the Demand planners are forecasting and planning at the product level only - systems and processes are not designed to develop a bottom-up customer forecasts. In such a case the Sales forecasts are just mere comparisons to the product level plan. There are three key building blocks essential for integrating sales planning function into the S&OP Process.