There are four key types of systematic market knowledge systems that provide essential information for assessing markets and industries: internal records, marketing databases, competitive intelligence systems, and client contact systems. Additionally, targeted marketing research can provide insights into particular marketing challenges. Effective sales forecasting combines both top-down and bottom-up approaches, as each has unique insights, and comparing the results adds confidence if they are similar or surfaces important assumptions if different. The six evidence-based forecasting methods are statistical analysis, observation, surveys, analogy, judgment, and market tests.