forecasted expected sales from Leitax’s DCs into their resellers. These sales were referred to as “sellin.”
Sell-in numbers tended to be a distorted signal of demand, as the sales force had an incentive to
influence sell-in in the short-term, and different retailers had time-varying appetites for inventory of
products. By switching the focus of the forecasting process from sell-in to sell-through—that is, the
quantities sold from the resellers in North America or shipped from the resellers’ DCs in other
geographic sales regions—Fowler and McMillan thought they could obtain a clearer signal of market
demand