If you had a magic wand, what new data would be the most useful for your company? A recent survey from Accenture consulting ranked the replies: customer demand and sales forecasts (43%), strategic plans about products and pricing (20%), and production, inventory and shipping (18%). But how can you get your hands on this information? The answer is collaboration with your supply chain business partners, Accenture says. Many executives surveyed (26%) are reluctant to share such valuable data. But in this economy, it may be the only way to gain an advantage, says John Matchette, a partner in Accenture's supply chain practice.