In the highly competitive electronic component industry, companies must fight hard to win designs for next generation products. Demand Creation is the process of creating opportunities to place electronic components into OEM finished products. Each opportunity to place a component is referred to as a socket. The Demand Creation process begins with marketing campaigns and tracks these opportunities through various phases including: New Opportunity, Supported Opportunity, Design In, and Design Win. Demand creation opportunities come from both direct and indirect channels. The demand creation process was initiated in the industry as a means for distributors to promote the manufacturers products for broad and small markets while the direct channel addresses key accounts. Direct or indirect design engineers work with OEM’s to design finished products and recommend components. So tracking design wins and ensuring tight collaboration among sales, marketing and manufacturing makes the difference in winning designs and losing them. Semiconductor and component manufacturers need integrated design win systems to ensure close collaboration with all parties where speed and responsiveness wins designs.

The demand creation process is the primary selling process for semiconductor companies, Therefore it is imperative that semiconductor companies can track design win opportunities through to actual revenue.