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According to ITSMA’s research, thought leadership tops the list of the most-effective marketing tactics to increase awareness and to generate leads. Unfortunately, most marketers today will tell you that most of their thought leadership is produced in an ad hoc manner.

Marketers need to get serious about process if they want thought leadership to lead to better business outcomes. What they need is a thought leadership development and dissemination engine that draws from the expertise of the company’s subject matter experts.

In this Webinar, ITSMA’s Chris Koch and Katie Espinola highlight results from ITSMA’s most recent online member survey on thought leadership and share the key trends and best practices you need to find the right balance between idea development and dissemination.

We also have an in-depth case study on how one company, IBM Global Business Services, has created an engine for thought leadership, the IBM Institute for Business Value (IBV). Eric Lesser and Karen Feldman will explain how the IBV creates and deploys fact-based strategic insights for senior executives around critical public and private sector issues that help companies realize business value. (For a full catalog of IBM Institute for Business Value research, visit http://www.ibm.com/iibv.)