For retailers, the bar just keeps getting raised. Supply-chain excellence used to be about filling orders seasonally. Then weekly. Then daily. Now we hear of merchandise being replenished multiple times a day. Is there no end to the madness?

Breaking down functional silos to create transparent and responsive end-to-end supply chains has long been an intractable supply chain challenge, but many companies are finding success using a control tower concept that gets everyone working off the same plan and focused on the same outcome.

The giant producer of alcoholic beverages lacked visibility of its prepaid ocean shipments and carrier performance levels. It sought a single platform for managing the flow of goods from the factory all the way to destination.

When it comes to high demand volatility and difficulty in forecasting, few industries match the world of consumer electronics. And Monster Products, the maker of high-quality cables and other accessories for computer, video and sound systems, faces a challenge that's especially daunting. For much of its product line, the company depends on the ever-changing nature of big-ticket items like PCs and flatscreen televisions, not to mention the fickle tastes of consumers. Now add thousands of SKUs to that mix, and you have a forecasting effort that can be brutally complex. In this interview, conducted at eyefortransport's Hi-Tech & Electronics Supply Chain Summit in San Francisco, director of materials Jennifer Hochstatter spoke with managing editor Robert J. Bowman about how Monster Products approaches the problem of prioritizing supply for its extensive product line, and ensuring forecast accuracy for the most critical customers.

Companies say they are in dire need of competent supply and demand planners, but the requirements of that position today are so varied that you wonder whether a single person exists who can do the job. It calls for strong math and statistical skills, obviously, but a good planner must also be able to communicate well across the multiple "silos" of an organization. The right candidate will have a deep understanding of the requirements of manufacturing, logistics, marketing, sales and finance. Then there's the necessity of reaching outside company walls to suppliers and customers, to ensure that all parties are in agreement about what the demand forecast should be. Who are these freakishly talented individuals? And where can they be found?