Perry Santia, senior vice president of Genpact, provides the "big picture" of how high-tech supply chains are coping with the challenges of serving customers today.

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?

Take a close look at any supply chain - even a single entity within it - and you're likely to uncover a hodgepodge of disciplines, each with its own method for forecasting demand, and each convinced of its superiority over everyone else's. So it only makes sense that companies would dream of coming up with a single forecast upon which all departments could agree.

Supply chain managers fight a tough battle in trying to meet management demands to decrease costs while creating efficiencies and implementing sustainability measures. Economic growth has improved but lacks the stability to provide companies comfort to budget for implementation of many of the innovations in their long- or short-term plan. However, companies can stagnate without taking the time to identify opportunities to innovate. With pressure to sustain its competitive edge, leading organizations are beginning to consider their reverse supply chain to find hidden value.