Marketing
From promo plans that aren't operationally measurable to demand-shaping policy with dollarized lift.
Before
A slide deck, a calendar, a discount schedule. Post-mortem lift weeks after the campaign runs.
After
Promo as a policy object. EVA contribution dollarized in the same solve that schedules supply.
Marketing's old reality is upstream of planning. The promo is a slide deck, a calendar, a discount schedule. It hands off to demand planning as a forecast adjustment. The post-mortem arrives weeks later as a lift-vs-baseline number that Operations and Finance argue about. The promo's actual operational cost — the expedites it triggered, the substitutions it forced, the channel-mix shifts it created — is rarely attributed back to the promo decision.
The new reality treats promos as configurable, measurable objects in the Demand sub-policy. Marketing configures the promo's mechanics (SKUs, channels, discount magnitude, duration, expected lift distribution); VYAN co-solves the promo with supply, pricing, substitution, and channel mix in one pass; the promo's EVA contribution is dollarized in the same solve that produces the operational plan. The post-mortem becomes a forward-defensible projection that updates as the promo runs.
The four demand-shaping levers — pricing (dynamic pricing rules per segment), promotion (campaign mechanics and timing), substitution (which SKUs substitute for which under scarcity), channel mix (which channels get prioritized when capacity is tight) — all become Marketing's surface in the Demand sub-policy. Commercial decisions become operational policy, measurable in dollars. The relationships shift in step: with Sales, the customer-priority hierarchy and channel mix become a shared artifact; with demand planning, posture-shaping on the four levers is a co-design conversation; with Finance, promo ROI is dollarized continuously, not post-mortem. Marketing stops being upstream of planning and starts being a co-author of policy.
Marketing's commercial decisions become operational policy. The promo's dollar lift is measurable in the EVA decomposition, not a post-mortem spreadsheet.