The paper proposes a collaborative S&OP framework to encapsulate the digital marketing and supply chain collaboration to optimise firm performance by identifying the gaps in the existing frameworks and performance metrics. We argue that the demand and supply side of a business remains pivotal towards how a business operates and achieves sustainability. Hence, creating the need of further observations of achieving collaboration between both spectrums and able to apply in accordance to the proposed objectives. The paper examines the retail industry, in order to identify marketing and supply chain collaboration through the S&OP framework. The research has identified several findings within applications towards retail, implying further focus towards product and distribution planning due to the product focused nature of the industry. We suggest further applications of the framework to be reviewed and adjusted in accordance to the proposed objectives so as to align all departments within the company.