Daniel Burrows

Demand can change in an instant. A flash promotion takes off faster than expected. An influencer post sends a niche SKU into the stratosphere. A heat wave flips seasonal demand on its head. And suddenly, your forecast—carefully crafted weeks ago—feels like yesterday’s weather report. This is where demand signal management earns its keep. Instead of reacting too late or overreacting too early, it helps supply chain teams interpret what’s really happening and respond with confidence. For retailers and consumer brands navigating constant demand volatility, it’s the difference between chasing noise and acting on insight.   The problem: demand forecasts lag reality Traditional forecasting has a fundamental challenge: timing. Forecasts are built on historical patterns and planning cadences that move at a measured pace, but demand levels today won’t wait for the next planning cycle. Modern demand shocks often arrive without warning: a promotional discount goes viral, a competitor runs out of stock, weather drives sudden regional swings, or a trend outpaces merchandising plans. In these moments, planners face a familiar tension. React too slowly, and shelves go empty. React too aggressively, and you’re stuck with excess inventory once the spike fades.   What demand signals are (and what they aren’t)…

At the 2025 Gartner Supply Chain Planning Summit in Denver, Scott Luton caught up with Justin Siefert, a familiar face in the supply chain community and a leader at John Galt Solutions, a global provider of end-to-end supply chain planning software. From demand and supply planning to inventory and S&OP, John Galt supports organizations across industries with the holistic capabilities needed to thrive in an increasingly unpredictable landscape.   A Company Investing in the Next Generation Before diving into industry trends, Siefert shared an update on one of the programs that sets John Galt apart: its supply chain scholarship program, which awards $10,000 to students pursuing supply chain degrees. This year’s cycle brought in a record number of nominations, with new winners set to be announced in January. It’s an initiative Siefert is proud of—and one that reflects John Galt’s belief in cultivating tomorrow’s leaders.   Old Problems, New Pressures: Planning in a World of Uncertainty When asked about the biggest challenges facing planners today, Siefert didn’t hesitate: uncertainty. While the forms of disruption change—pandemics, geopolitical shifts, demand shocks, evolving portfolios—the underlying challenge remains the same. Planners must anticipate what’s next and respond quickly, often in real time. “No day…