The power of corporate thought leadership, finally quantified through expansive rigorous empirical research

The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart reveals the findings of rigorious research conducted by authors Anthony Marshall and Cindy Anderson, leaders at IBM's Institute for Business Value (IBV), where they surveyed more than 4,000 C-level executives—half CEOs, half CFOs, CSCOs, CTOs and CIOs—to ask about their consumption of thought leadership content and the influence it has on their business purchase decisions and investments, as well as the use of generative AI in the production and consumption of thought leadership. The book also includes tools such as an “value calculator” that empowers every reader to assess the potential return for their specific organization.

This book reveals the surprising findings of the research and answers questions, such as:

• How many people consume thought leadership and in what form?
• How many CEOs and executives say they have made a purchase decision?
• How much corporate spending is driven by thought leadership?
• How are organizations that produce thought leadership materials perceived and how are they rewarded?

The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart is an essential read for all business leaders seeking to finally understand the true business value of thought leadership initiatives.

Cindy Anderson is the Chief Marketing Officer/Global Lead for Engagement & Eminence at IBM’s IBV. She has co-authored research reports and published numerous articles and currently oversees a team of 30 editors, designers, and social media/email marketers.

Anthony Marshall is Senior Research Director of thought leadership at IBM’s IBV, leading the top-rated thought leadership and analysis program. He regularly speaks and publishes on technology topics, and oversees a global team of 60 technology and industry experts, statisticians, economists, and analysts.