the ROI of Thought Leadership: Calculating Value that Sets Organizations Apart

PRAISE FOR The ROI of Thought Leadership “Thought leadership as a revenue generator may be a new concept to most, but this book highlights data proving that business leaders leverage this information to make better business decisions and drive critical purchases. A must-read for marketers and executives who want to justify thought leadership spend.” —BARRI RAFFERTY, CEO, Americas, Sodali & Co. “Now we know why we do thought leadership—it pays. This book shows us the value of thought leadership and gives a practical guide on how to do it well.” —RICHARD WHITTINGTON, Professor of Strategic Management, University of Oxford “By quantifying the value of thought leadership, Cindy and Anthony address a crucial gap in how we assess its influence. This book provides a much-needed framework and metrics for ensuring that the billions spent annually on thought leadership are backed by credible data and real impact. Their work sets a new standard for how content producers can create authoritative, impactful insights and how content consumers can use the output to drive business decisions.” —LISA HIGGINS, President and CEO, APQC and the Global Thought Leadership Institute (GTLI) at APQC “Measuring societal impact of thought leadership is a formidable task for management education today. Anderson and Marshall offer an ideal desk copy for business deans and faculty navigating thought leadership ROI within an educational context.” —JIN WANG, PhD, Dean, College of Business and Public Management, Kean University “In The ROI of Thought Leadership Cindy Anderson and Anthony Marshall present groundbreaking research that quantifies the immense value of thought leadership for the first time. Their work provides concrete data and practical tools that marketers and executives can use to justify and maximize their investment in thought leadership. This book is a practical, hands-on guide to elevating your marketing strategy and driving significant business results.” —RICARDO VIANA VARGAS, PhD, Former Director, United Nations Office for Project Services (UNOPS), Author The power of corporate thought leadership, finally quantified through expansive rigorous empirical research The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart reveals the findings of rigorious research conducted by authors Anthony Marshall and Cindy Anderson, leaders at IBM's Institute for Business Value (IBV), where they surveyed more than 4,000 C-level executives—half CEOs, half CFOs, CSCOs, CTOs and CIOs—to ask about their consumption of thought leadership content and the influence it has on their business purchase decisions and investments, as well as the use of generative AI in the production and consumption of thought leadership. The book also includes tools such as an “value calculator” that empowers every reader to assess the potential return for their specific organization. This book reveals the surprising findings of the research and answers questions, such as: How many people consume thought leadership and in what form? How many CEOs and executives say they have made a purchase decision? How much corporate spending is driven by thought leadership? How are organizations that produce thought leadership materials perceived and how are they rewarded? The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart is an essential read for all business leaders seeking to finally understand the true business value of thought leadership initiatives.

Pagina's: 240, Editie: Eerste editie, Hardcover, Wiley