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Description:
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For professional services firms, which rely heavily on the intellectual
capital of their employees, thought leadership is incredibly important
for building awareness, interest, and trust with customers and prospects.
In this ITSMA Viewpoint, Terry Corby, global head of thought
leadership marketing at Accenture, provides an overview of Accenture's
thought leadership program, how the company connects its thought leadership
to its core brand value, and how it manages thought leadership production.
He outlines Accenture's key thought leadership activities, including:
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Thought Leadership Community—A group of Accenture's
leading marketers who meet regularly via conference
calls to discuss the thought leadership in development.
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The Ideas Mart—A resource that gives all Accenture
employees access to Accenture's major thought leadership.
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Accenture's Outlook Services—Accenture's direct channels
to distribute thought leadership to the market.
Additionally, Corby addresses how the company uses its thought leadership
across many different regions, a few of its key metrics, and how Accenture
avoids the trap of "me too" marketing and thought leadership.
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