Foresight Playbook for Marketing & Sales
If you want to shape markets, you need more than creative ideas and agile processes – you need strategic foresight and real options for action.
In the playground of marketing, conditions are changing rapidly: technologies are evolving, target groups are changing their behaviour, and cultural norms are being renegotiated. For companies, this means that if you want to remain successful today, you have to focus on tomorrow. But how does that work in practice?
Our Foresight Playbook for Marketing and Sales is a practical toolkit for anyone who wants to think more strategically about marketing and make decisions before they need to be made.
What the Playbook is about:
- Making the future tangible: Use PESTLE analyses and horizon scanning to systematically uncover environmental influences and identify weak signals that shape your market strategy.
- Opening up possibilities: Develop well-founded visions of the future with the Futures Wheel and 2×2 scenarios to systematically uncover opportunities and risks for your brand.
- Deriving options for action: Use backcasting to plan concrete steps backwards from a desirable future and test your strategies against different scenarios with wind tunnelling.
This playbook shows you how to use foresight directly in marketing. No future theories, just concrete methods and questions that you can apply directly in your team. Using tried-and-tested methods, useful templates to fill out yourself, exciting marketing examples and in-depth insights, you will learn how to use foresight.
Companies that make targeted use of foresight are demonstrably more innovative, profitable and resilient. They do not rely on assumptions, but develop well-founded options for various future scenarios – thereby not only strengthening their strategic clarity, but also securing economic advantages for their organisation.
Ready to look ahead? Then let's go.
Just leave your contact details and we will send you the free Foresight Playbook directly by email. (DE)
