This white paper explains why and how companies can meet this challenge and achieve maximum return and competitive advantage by combining the supply and demand chains. This is no simple task. Only a handful of leading firms have undertaken the challenge of integrating their supply chain management (SCM) and customer relationship management (CRM) processes and systems. A big reason for this is the practicalities of everyday business. Speak with enough industry executives, suppliers, customers, and business journalists about connecting supply chains and meeting customer demand and a generalization emerges: SCM seeks to optimize supply, whereas CRM seeks to optimize demand; SCM is cost focused and deals with production and execution; CRM is revenue focused and involves identifying and
responding to customer needs........

Suite du livre blanc SAP à télécharger ci-dessous.