The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart

by Cindy Anderson, Anthony Marshall

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

The ROI of Thought 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

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 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.

Genres: Business

240 pages, Hardcover

Published February 11, 2025

Reviews

[Christian Bieck]

I was fortunate enough to read an ARC of this book, and I can honestly say that it is a must read for anyone who has an interest in thought leadership, whether as a producer or consumer. In a well-structured narrative, it lays out in precise terms and supported by a wealth of data exactly why organizations should be engaging in thought leadership, how it drives revenue and innovation, and how it creates business value. In short: the ROI of thought leadership.

[Katie Tumilty]

This book is directed more at the marketing side of thought leadership vs the actual leadership side of thought leadership. I was looking for a book on leadership and thought this would be a good one for driving innovation through leadership. If you’re in marketing or data analytics, you might like this book. If you’re looking for a book on accelerating your leadership skills, this is not what you’re looking for.