The “Crawl, Walk, Run” approach to supply and demand planning enables today’s consumer packaged goods (CPG) manufacturers to build capabilities, manage risk, and achieve long-term operational strength in volatile markets. Implementing changes gradually rather than all at once makes these benefits both attainable and sustainable, backed by recent industry data and case studies.
In the era of rapid change, CPG manufacturers face pressure from market disruptions, cost inflation, and unpredictable demand surges, such as seasonal spikes. The “Crawl, Walk, Run” methodology—starting with small foundational steps (crawl), maturing with standardized, repeatable processes (walk), and scaling up to advanced, integrated automation (run)—minimizes operational risk, creates stakeholder buy-in, and ensures a smooth transformation. This phased approach allows teams to learn and improve alongside new technology deployments, resulting in less disruption and better adoption.
More specifically, the framework is structured to be iterative, with each element building on the previous one:
- Crawl: Laying the Groundwork - Organizations start here—manual spreadsheets, scattered data, basic forecasts—often where visibility is low and risks are high. Common pain points include data silos almost always slow sharing; tribal processes restrict broader insight and limited forecasting hampers proactive action.
- Walk: Building Scale
Next up: automating core steps, integrating systems and introducing analytics—these changes streamline data and boost reliability for planning teams. Early use of collaboration tools improves accuracy and team alignment, increasing cross-functional communication and response times.
- Run: Achieving Optimization
At this stage, real-time visibility, scenario planning and predictive analytics enable rapid, informed decisions that anticipate market swings. Integrated supply-demand ecosystems deliver agility, allowing for flexible pivots and strategic collaboration—no more working in silos.
Evolving Solution Requirements
Change is as much about people as technology, because adoption relies on clear communication, training and support. Dedicated change management aligns stakeholders and reinforces new habits; overcoming resistance is critical to sustainability. It’s how new practices stick; ongoing support means best practices evolve instead of eroding.
Each maturity phase demands specific tools tailored to readiness and complexity:
- Crawl: Reliable ERP, basic data management build data foundations.
- Walk: APS and analytics expand planning capability and support workflow integration.
- Run: AI forecasting, integrated platforms, and cybersecurity safeguard advanced operations and scalability.
Tech must be scalable, seamlessly integrated, and easy for users to actually adopt—otherwise even powerful tools can fall flat.
Benefits for Adaptors
Each maturity phase demands specific tools tailored to readiness and complexity:
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Net Sales Growth: Data-driven, incremental strategies in supply and demand planning can increase net sales by 3-5% and marketing efficiency by 10-20%.
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Cost Optimization: Companies applying the “Crawl, Walk, Run” strategy for supply chain transformation have reported 10-15% improvements in operational processes during the “Walk” phase, rising to 20%+ total cost optimization in advanced “Run” phases.
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Industry Adoption: In recent surveys, 77% of CPG firms rate advanced demand planning tools as their top priority for 2025, reflecting the move toward phased digital transformation.
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Improved Forecast Accuracy: Demand sensing, enabled by machine learning and phased implementation, leads to more accurate forecasts and inventory alignment—reducing both stockouts and wasted products.
- Competitive Advantage: Companies that master demand planning analytics and phased technology implementation achieve higher agility, customer satisfaction and market responsiveness.
The Bottom Line
A “Crawl, Walk, Run” approach provides CPG manufacturers with a proven framework for navigating today’s complex supply and demand planning landscape. Phased implementation delivers measurable gains in efficiency, risk management, and strategic adaptability—key drivers for profitability and resilience in consumer goods markets. This methodology is strongly supported by 2025 industry statistics and real-world success stories, making it an essential strategy for any CPG organization looking to future-proof its operations.
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