How robust Demand Planning can contribute significantly to business performance?

Introduction  I will not be surprised if demand planning is not getting due recognition in your organization.  Reason being that the business has not yet fully realized the huge benefits and efficiencies an effective demand planning process can bring to the topline and bottom line of the organization.    Context  Demand planning is an interesting subject in supply chain because it has varied levels of understanding and interests among various stakeholders in the organization.  Supply chain considers demand planning to be very important as this process is critical to arrive at the forecasted volumes which are the base numbers for entire planning, manufacturing and procurement activities. Strategic downstream activities of inventory planning, capacity planning and supplier capacities are based upon demand planning volumes.   Whereas sales consider forecast to be a routine activity to get the stock supplies. Finance uses demand plan numbers