The ROI of Thought Leadership
The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart
English | 2025 | ISBN: 1394308914 | 148 Pages | PDF | 4 MB
English | 2025 | ISBN: 1394308914 | 148 Pages | PDF | 4 MB
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.