{"product_id":"the-roi-of-thought-leadership-calculating-the-value-that-sets-organizations-apart-1st-edition","title":"The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart 1st Edition","description":"\u003cdiv id=\"bookDescription_feature_div\" class=\"celwidget\" data-feature-name=\"bookDescription\" data-csa-c-type=\"widget\" data-csa-c-content-id=\"bookDescription\" data-csa-c-slot-id=\"bookDescription_feature_div\" data-csa-c-asin=\"\" data-csa-c-is-in-initial-active-row=\"false\" data-csa-c-id=\"u7qumn-38oend-85jy7q-z9853p\" data-cel-widget=\"bookDescription_feature_div\"\u003e\n\u003cdiv data-a-expander-name=\"book_description_expander\" data-a-expander-collapsed-height=\"280\" class=\"a-expander-collapsed-height a-row a-expander-container a-spacing-base a-expander-partial-collapse-container\"\u003e\n\u003cdiv data-expanded=\"false\" class=\"a-expander-content a-expander-partial-collapse-content\"\u003e\n\u003cdiv data-cel-widget=\"bookDescription_feature_div\" data-csa-c-id=\"xzst4v-oqvam5-7vyc43-dx6vtu\" data-csa-c-is-in-initial-active-row=\"false\" data-csa-c-asin=\"1604272058\" data-csa-c-slot-id=\"bookDescription_feature_div\" data-csa-c-content-id=\"bookDescription\" data-csa-c-type=\"widget\" data-feature-name=\"bookDescription\" class=\"celwidget\" id=\"bookDescription_feature_div\"\u003e\n\u003cdiv class=\"a-expander-collapsed-height a-row a-expander-container a-spacing-base a-expander-partial-collapse-container\" data-a-expander-collapsed-height=\"280\" data-a-expander-name=\"book_description_expander\"\u003e\n\u003cdiv class=\"a-expander-content a-expander-partial-collapse-content\" data-expanded=\"false\"\u003e\n\u003cdiv data-cel-widget=\"bookDescription_feature_div\" data-csa-c-id=\"xcc6np-eu9lp-n3nxkq-kq20rp\" data-csa-c-is-in-initial-active-row=\"false\" data-csa-c-asin=\"3662638622\" data-csa-c-slot-id=\"bookDescription_feature_div\" data-csa-c-content-id=\"bookDescription\" data-csa-c-type=\"widget\" data-feature-name=\"bookDescription\" class=\"celwidget\" id=\"bookDescription_feature_div\"\u003e\n\u003cdiv class=\"a-expander-collapsed-height a-row a-expander-container a-spacing-base a-expander-partial-collapse-container\" data-a-expander-collapsed-height=\"280\" data-a-expander-name=\"book_description_expander\"\u003e\n\u003cdiv id=\"acc-description\" class=\"accordion-item\"\u003e\n\u003cdiv aria-labelledby=\"flush-headingTwo\" class=\"accordion-collapse collapse show\" id=\"flush-collapseTwo\" role=\"region\"\u003e\n\u003cdiv class=\"accordion-body description\"\u003e\n\u003cdiv class=\"desc-full\"\u003e\n\u003cdiv id=\"bookDescriptionBox\" class=\"expanded\"\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan class=\"a-text-bold\"\u003eThe power of corporate thought leadership, finally quantified through expansive rigorous empirical research\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan class=\"a-text-italic\"\u003eThe ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart\u003c\/span\u003e\u003cspan\u003e 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.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThis book reveals the surprising findings of the research and answers questions, such as:\u003c\/span\u003e\u003c\/p\u003e\n\u003cul class=\"a-unordered-list a-vertical\"\u003e\n\u003cli\u003e\u003cspan class=\"a-list-item\"\u003e\u003cspan\u003eHow many people consume thought leadership and in what form?\u003c\/span\u003e\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan class=\"a-list-item\"\u003e\u003cspan\u003eHow many CEOs and executives say they have made a purchase decision?\u003c\/span\u003e\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan class=\"a-list-item\"\u003e\u003cspan\u003eHow much corporate spending is driven by thought leadership?\u003c\/span\u003e\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan class=\"a-list-item\"\u003e\u003cspan\u003eHow are organizations that produce thought leadership materials perceived and how are they rewarded?\u003c\/span\u003e\u003c\/span\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cspan class=\"a-text-italic\"\u003eThe ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart\u003c\/span\u003e\u003cspan\u003e is an essential read for all business leaders seeking to finally understand the true business value of thought leadership initiatives.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eAbout the Author\u003c\/strong\u003e\u003cbr\u003eCindy Anderson is the Chief Marketing Officer\/Global Lead for Engagement \u0026amp; Eminence at IBM’s IBV. She has co-authored research reports and published numerous articles and currently oversees a team of 30 editors, designers, and social media\/email marketers.\u003c\/p\u003e\n\u003cp\u003eAnthony Marshall is Senior Research Director of thought leadership at IBM’s IBV, leading the top-rated thought leadership and analysis program. He regularly speaks and publishes on technology topics, and oversees a global team of 60 technology and industry experts, statisticians, economists, and analysts.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eTable of Contents\u003c\/strong\u003e\u003cbr\u003eForeword by Robert Safian vii\u003c\/p\u003e\n\u003cp\u003eIntroduction 1\u003c\/p\u003e\n\u003cp\u003ePart I By the Numbers: How Thought Leadership Creates Value 9\u003c\/p\u003e\n\u003cp\u003e1 Thought Leadership Boosts Business Performance and Drives Spending 11\u003c\/p\u003e\n\u003cp\u003e2 Producing Thought Leadership Delivers Clear ROI 29\u003c\/p\u003e\n\u003cp\u003e3 Calculating Your Organization’s Specific Thought Leadership ROI 43\u003c\/p\u003e\n\u003cp\u003ePart II Building a Valuable Thought Leadership Capability 55\u003c\/p\u003e\n\u003cp\u003e4 Rise Above the Fray: Creating Next-Level Thought Leadership 57\u003c\/p\u003e\n\u003cp\u003e5 Eight Thought Leadership Archetypes 77\u003c\/p\u003e\n\u003cp\u003e6 Unlocking Value: What Moves the Needle 93\u003c\/p\u003e\n\u003cp\u003ePart III the Four Key Elements of Thought Leadership Execution 103\u003c\/p\u003e\n\u003cp\u003e7 Balancing Your Thought Leadership Portfolio 105\u003c\/p\u003e\n\u003cp\u003e8 Mastering the Mechanics of Storytelling 115\u003c\/p\u003e\n\u003cp\u003e9 Optimizing a Thought Leadership Operating Model 129\u003c\/p\u003e\n\u003cp\u003e10 Engaging With Targeted Business Leaders 155\u003c\/p\u003e\n\u003cp\u003ePart IV Accountability and Outcomes 175\u003c\/p\u003e\n\u003cp\u003e11 Measuring Your Success 177\u003c\/p\u003e\n\u003cp\u003e12 The Thought Leadership Multiplier Effect 185\u003c\/p\u003e\n\u003cp\u003e13 The Value of Thought Leadership, Quantified. Finally. 193\u003c\/p\u003e\n\u003cp\u003eNotes 195\u003c\/p\u003e\n\u003cp\u003eAppendix: Survey Methodology 205\u003c\/p\u003e\n\u003cp\u003eAcknowledgments 209\u003c\/p\u003e\n\u003cp\u003eAbout the Authors 211\u003c\/p\u003e\n\u003cp\u003eIndex 213\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv data-csa-c-id=\"e48qwb-36wm3s-vb6e8j-pnxs9b\" data-cel-widget=\"aplus-module-12\" class=\"celwidget aplus-module module-12 aplus-standard\"\u003e\n\u003cdiv class=\"aplus-module-wrapper apm-spacing apm-floatnone apm-fixed-width\"\u003e\n\u003cdiv class=\"apm-sidemodule aplus-module-content\"\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cb\u003eBOOKREAD™ 5-STEP SATISFACTION GUARANTEE\u003c\/b\u003e\u003c\/strong\u003e\u003cbr\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003e\u003cstrong\u003e1. No Risk, 30-Day Money-Back Guarantee. \u003cbr\u003e2. instant download. No surprises or hidden fees.\u003cbr\u003e3. Safe Payments via Credit\/Debit Card or PayPal® \u003cbr\u003e4. McAfee™ and SSL secured shopping cart.\u003cbr\u003e5. lifetime customer support.\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv class=\"a-section a-spacing-small a-padding-base\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e","brand":"My Store","offers":[{"title":"PDF","offer_id":57347052732747,"sku":null,"price":29.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1031\/1204\/8971\/files\/71RZ_tp3VwL._SL1500.jpg?v=1779057374","url":"https:\/\/bookread.io\/products\/the-roi-of-thought-leadership-calculating-the-value-that-sets-organizations-apart-1st-edition","provider":"bookread","version":"1.0","type":"link"}