The Four Stages of Thought Leadership: ITSMA’s Maturity Model

  • Author(s) Julie Schwartz, Bev Burgess
  • Published May 29, 2015
  • 10 Pages
  • Category Content & Communications
  • Type Member Research
  • 10 Pages
  • .PDF Format

There’s a reason why thought leadership has become such a popular approach to marketing and selling in B2B organizations: it works. Three-quarters of buyers say that it influences their choice of service provider. But many organizations struggle to produce anything more than occasional, one-off publications. For thought leadership to be truly effective, it should be a central, programmatic part of marketing.

ITSMA has developed this Thought Leadership Maturity Model to help companies evaluate their current level of maturity and identify the key steps to focus on in order to build on that. Effective thought leadership programs are about much more than publishing white papers—they are closely tied to building the company’s reputation and supporting the sales process.

While thought leadership undoubtedly contributes to building an organization’s reputation, it can also be a strategic tool in building customer relationships that ultimately drive revenue. Setting interim goals on the path to mastery helps advance thought leadership capabilities while improving program impact as it develops.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership