Trendspotting & Its Role in Strategy
Recorded On: 01/30/2019
Environmental scanning and trendspotting are important for any firm to be successful. Tools such as STEEP analysis allow us to evaluate external factors that can affect our companies. This program will explain environmental scanning through all stages: research, trend identification, data collection, interpretation, prioritization, and communication. Additionally, you will gain insight on identifying market trends and best practices on relaying the information to your company through tools such as STEEP analysis.
Scott D. Butcher, FSMPS, CPSM
Vice President and Chief Marketing Officer, JDB Engineering, Inc.
Scott D. Butcher, FSMPS, CPSM has more than 25 years of experience in the A/E/C industry. He is vice president and chief marketing officer for JDB Engineering, Inc. and principal of jdbIQity, providing training, consulting, and facilitation. Scott is a former director of the Society for Marketing Professional Services (SMPS) is a former trustee and past president of the SMPS Foundation.
A regular speaker at industry events, he has given more than 200 presentations to local, regional, and national events of SMPS, AIA, ACEC, AGC, PSMJ, SDA, ASCE, IFMA, USGBC, and others. A widely published author who has written 20 books and ebooks, Scott writes Marketropolis, the sales and marketing blog on the. His articles have been featured in Professional Services Management Journal, Project Management, A/E Marketing Journal, The Zweig Letter, Revolutionary Marketing, Construction Executive Online, The Marketer, and The Military Engineer, among others. He coauthored the SMPS Foundation book, A/E/C Business Development – The Decade Ahead, and wrote the recent SMPS publication Sell. Do. Win Business. How A/E/C Firms are Using Staff to Win More Work.
Scott also authored the book Reputation Design+Build: Creating Winning Personal Brands for Engineering, Design, and Construction Professionals, Networking for A/E/C Professionals: A Blueprint for Seller-Doers, and Simplified Project Photography: A Guide for DIY Architectural Photographers. He is a Certified Professional Services Marketer and a Fellow of the Society for Marketing Professional Services.