Demand and Sales Aren’t Equivalent – HBR

Good read sales management.

Excerpt:  Steve Carlotti, CEO of the company where I work, likes to say: “Sales is what you buy. Demand is what you want. Growth comes from bringing the two together.” As companies try to exploit the opportunities presented by Big Data, the difference between those two things is an essential insight.

Most executives assume that sales equal demand. Very often, this couldn’t be further from the truth. The challenge with sales data is that it is too superficial. First, shopping occurs at the household level, but demand is at the individual level.

Read full article via Demand and Sales Aren’t Equivalent – Eddie Yoon – Harvard Business Review.


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