Is the term "demand responsiveness" a true call to action on the part of manufacturers, or is it just another buzz phrase? Rakesh Sharma, president and founder of Zyom Inc., believes it can have real value. He defines the term as an approach whereby companies with physical products work closely with an "ecosystem" of partners on the sales side, communicating through multi-tiered channels. Finding out in a timely fashion what has changed in those channels is no simple task anymore, given the expanding network of partners in outsourced relationships.