Businesses already depend on behavior modification in their dealings with employees and customers, but they often rely solely on a punishment-and-reward system while ignoring other successful techniques. Enter Behavior Platform for the Enterprise, a cloud-based offering from Badgeville, that is designed to allow companies to better measure and modify user behavior. "We believe there's going to be a new discipline," CEO and co-founder Kris Duggan said. "Behavior modification will be like business intelligence and CRM. It's going to be pervasive and ubiquitous. If you have users, you need BM."