6. Influencing (Market thinking)
Key Practice Specialties and Communities for Adaptive Foresight
- Marketing & Sales – American Marketing Association (AMA). Since 1937. Advancing the practice and scholarship of marketing, including advertising, customer modeling, metrics. 30K members. Certification & training. Marketing News, seven journals. Many conferences; National Association of Sales Professionals (NASP). Since 1991. Certification and training in effective sales trends, strategies, and customer acquisition techniques. For some examples of best practices for foresight professionals, see Hanan’s Consultative Selling, 8th Ed (2011) and Rackham’s inspirational classic SPIN Selling (1988).
Key Influencing-Associated Practitioner Methods
Customer behavior analytics and behavior prediction. A branch of predictive analytics.
Customer Relationship Management
IT business system managing firm’s interaction with customers. Sales, mktg., cust. svc., tech. support.
Sales Force Management Systems
Computerized sales platform that includes contact management and sales lead tracking and forecasting.
Marketing to influence behaviors that benefit individuals and communities for social good.
Marketing to gain widespread social attention via web traffic, word of mouth, or other sharing behaviors.