About Delta DMD
Founded in 1997, Delta DMD is one of Serbia’s leading distributors of fast-moving consumer goods, operating for over 25 years and employing more than 200 people. The company partners with global brands such as Nivea (Beiersdorf), Ferrero, Buitoni, Perfetti Van Melle, and SC Johnson. With more than 6,000 active customers across over 10,000 retail outlets in Serbia and Montenegro, Delta DMD’s success depends on rigorous planning, agile decision-making, and flawless execution.
A complex planning process in need of a smarter solution
Before Farseer, Delta DMD approached planning with discipline and detail, using complex Excel models supported by SAP data. While this process delivered high-quality plans, it presented significant operational challenges. Annual planning and frequent forecasting involved consolidating inputs from multiple divisions, validating them, and aligning them into a single company-wide view.
The company’s planning process spanned multiple dimensions: brand, customer group, sales channel, product group, SKU, and even sales agent and outlet. Managing such vast, multidimensional datasets in Excel was slow and error-prone. Collaboration between sales, finance, and management required constant back-and-forth, with the risk of misalignment.
As Finance Director Daliborka Aleksić explains: “Our mindset for planning was already very strong. But with so many dimensions and so much data, it became impossible to keep everything in Excel without losing time or risking inconsistencies. We wanted one place where everything would be connected – data, processes, and people.”
Why Farseer?
Delta DMD selected Farseer to unify planning, forecasting, and reporting in a single platform. The decision was driven by:
- Direct SAP integration for automatic import of actuals, price lists, customer agreements, and marketing activity data.
- Flexibility to reflect Delta DMD’s existing planning methodologies.
- Ease of use for both finance professionals and non-technical users.
- Ability to drill down to customer, SKU, and sales agent level with versioning and scenario analysis.
- Multi-department access ensuring sales, finance, and management work in real time on the same data.
Marko Obradović, Controlling Manager, highlights the benefit: “From our SAP ERP, Farseer pulls all the historical data, prices, and rebates automatically. We can now create a preliminary sales plan in about ten minutes, apply growth targets, and get margin-level results immediately, something that used to take days.”
Transforming speed, accuracy, and collaboration
The introduction of Farseer transformed Delta DMD’s planning cycles. What previously required weeks of manual Excel consolidation can now be done by two or three people in a fraction of the time. Unified, real-time SAP data means plans automatically reflect rebates, pricing, and customer terms, reducing errors and increasing transparency.
Collaboration between departments has improved dramatically. All teams now work in the same environment, with instant visibility into the data and models. Multiple plan versions can be created and compared, enabling both short-term forecasting and multi-year strategic planning.
As Zorica Petrović, Division Manager for SC Johnson, puts it: “The biggest benefit for me is speed. We can react very quickly when needed, and everyone has the same data in front of them. The whole market is in the palm of your hand, and you can see exactly where you stand.”
Daliborka Aleksić adds: “What matters most to me as Finance Director is the quality of the plans — that they are precise, transparent, and flexible. With Farseer, I know the plans are based on real, accurate data, and I can drill down to the smallest detail at any time.”
Addressing critical planning needs
- Planning speed & efficiency — Weeks of manual work reduced to hours.
- Greater accuracy & transparency — Plans based on unified SAP data with automated logic.
- Improved collaboration — Sales, finance, and management aligned in real time.
- Flexible scenario planning — Easy creation and comparison of multiple plan versions.
- Operational savings — Reduced resource demands and faster market response.
Next steps
Following the success in Serbia, Delta DMD is rolling out Farseer to its operations in Montenegro, with plans to expand scenario planning, enhance forecasting, and further leverage data integrations to support long-term growth.
