Research by Brian T. Ratchford THE ABILITY TO RECONCILE SALES FORECASTS WITH SALES PERFORMANCE IS CRITICAL. WHEN IT COMES TO FORECASTING SALES VOLUME/DEMAND AND MAKING SOUND MARKETING DECISIONS, A MULTI-CHANNEL, MULTI-REGION SALES FORECASTING MODEL AND DECISION SUPPORT SYSTEM GO A LONG WAY TOWARD MEETING THOSE NEEDS AND CHALLENGES.