The chain from market demand to result
The model follows five steps: market demand, commercial demand, fillable demand, realised deployment and financial result. The transitions are called market coverage, fill capability, realisation and return. Per transition you measure the conversion, the loss, the causes and who is responsible for it.
Why it matters
A request you accept but cannot fill can cost you the client. With fill capability, sales and scheduling steer on the same number: accept what you can deliver, and what pays off.
The fill capability loop
In the fill capability loop, a request is checked against deployable supply: fillable or not, prioritise on margin, and only then an order.