Description:

An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the "Playback" button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

Today's crowded market for professional services puts a tremendous premium on thought leadership. Amid all the information clutter, buyers are looking for providers that can help them understand the most important business and technology issues affecting their future success. And although marketers often bemoan the difficulty of getting their message out in an unbelievably crowded market, the best communications strategy in the world cannot make up for inferior content.

Even though professional services firms tend to have a stronger track record with thought leadership than product firms, in many companies, marketing isn't seen as a player in content development. This needs to change. During this Briefing, ITSMA's Steve Hurley, The Bloom Group's Bob Buday, and Accenture’s Terry Corby tell you how.

Featuring new ITSMA research, a mini case study on how Accenture develops and packages robust points of view, and The Bloom Group's seven hallmarks of thought leadership, this Briefing will help you successfully leverage thought leadership to achieve differentiation, build awareness, and generate leads.

Key takeaways include:

• Content is king; there is no replacement for innovative thinking
• Focus more on the creation of new ideas and methods, not the distribution
• Impact is gained through a highly-coordinated, well-controlled, and managed program
• Make sure your program is understood and appreciated by your executives—including the CFO