The ROI of Thought Leadership

"Between 2021 and 2023, authors Anthony Marshall and Cindy Anderson, 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. The findings found that even though thought leadership is often perceived as a cost center, data shows thought leadership is, in fact, a revenue driver that is underappreciated, underutilized and little understood in most organizations. THE THOUGHT LEADERSHIP ADVANTAGE 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."--