In the wake of a recession and liquidity crisis, the 2010 economic outlook is brighter for those companies that position themselves to capitalize on a rebound. Companies that rise to the top will be those that strike the right balance between cost reduction and performance optimization in the face of volatile customer demand, increased product variability, heightened trade and compliance regulations, and new outsourcing and distribution models. This keynote sheds light on how leading companies are leveraging SAP solutions to support strategies aimed at generating immediate ROI; that is, by sensing and responding to dynamic market demand, controlling inventory and logistics costs, and managing risk and performance across the supply chain in a sustainable manner.