The ROI of Thought Leadership

The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart is based on findings from the world's most extensive study of the value of thought leadership--findings that will put the discipline on the map as an opportunity no organization will want to miss. Between 2021 and 2023, authors Cindy Anderson and Anthony Marshall, together with IBM's Institute for Business Value (IBV), which they lead, surveyed more than 4,000 C-level executives 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 results were astounding. Across industries and geographies, executives reported that the thought leadership they consume not only helps them make better business decisions (96%), but it also directly influences their buying decisions--87% of all executives said they had made a purchase decision in the last 90 days based on the thought leadership they consume. The data from this study also enabled the authors to calculate ROI on thought leadership--for the first time ever. Not only do executives rely on it, the return on investment for thought leadership makes it a must-have capability for any organization looking to grow the business. Marketing leaders now have budget justification for a thought leadership program, and the book includes a handy ROI calculator. The ROI of Thought Leadership is the ultimate reference to guide those who want to claim their share of today's thought leadership opportunity and reap its now proven business value.