There are two important components to thought leadership: development and dissemination. Unfortunately, most marketers are developing and disseminating thought leadership 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 supply chain, including an idea development network.
This survey report looks at each portion of the supply chain in detail, showing the current state of thought leadership practice, as well as the next steps for successful thought leadership.
- Marketers say thought leadership is important or critical to winning business and buyers agree
- Few companies have formal processes for thought leadership development as well as dissemination
- Quality of thought leadership is dependent on cooperation from the business
- The metrics of thought leadership aren’t aligned with the goals
- Online web-based survey
- Survey invitations were emailed during October 2010 to ITSMA member and non-member companies
- 151 representatives from 90 companies responded
- ITSMA analyzed the data by:
- Company type: sells products and services or primarily services
- Annual revenue: less than $250M, $250–999.9M, $1–4.9B, $5B or more
- Processes: primarily formal processes, mix of processes, and primarily ad hoc processes
This report is available for no additional fee to current ITSMA members that responded to this survey.
Member Participants: request a copy of the report (no additional fee), please send us an email (using your company email) and request a copy of the report at no additional fee. Orders will be processed the next business day.
Black & Veatch
IBM Global Business Services
Nokia Siemens Networks
Northrop Grumman Information Systems
Orange Business Services
Siemens Enterprise Communications
Tata Consultancy Services