Welcome to Strategy Skills episode 525, an interview with the authors of The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart, Cindy Anderson and Anthony Marshall.
In this episode, Cindy and Anthony discuss how their work at IBM shaped their understanding of thought leadership's value in building client relationships and explain the quantifiable benefits of thought leadership. They also address how AI is impacting thought leadership creation and consumption, and the distinction between thought leadership and sales content. They stress the need for independent, data-driven content to build trust and relationships, not for direct sales. Their insights stem from decades of combined experience at organizations like the Project Management Institute and IBM's Institute for Business Value.
Cindy Anderson is the Chief Marketing Officer/Global Lead for Engagement & Eminence at the IBM Institute for Business Value.
Anthony Marshall is the Chair of the Board of Advisors for The Global Thought Leadership Institute at APQC and the Senior Research Director of thought leadership at the IBM Institute for Business Value.
Get The ROI of Thought Leadership here: https://rb.gy/3vv7wm
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