{"product_id":"the-roi-of-thought-leadership-calculating-the-value-that-sets-organizations-apart-9781394308910","title":"The Roi of Thought Leadership: Calculating the Value That Sets Organizations Apart","description":"\u003cp\u003e\u003cb\u003eThe power of corporate thought leadership, finally quantified through expansive rigorous empirical research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThis book reveals the surprising findings of the research and answers questions, such as: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow many people consume thought leadership and in what form?\u003c\/li\u003e \u003cli\u003eHow many CEOs and executives say they have made a purchase decision?\u003c\/li\u003e \u003cli\u003eHow much corporate spending is driven by thought leadership?\u003c\/li\u003e \u003cli\u003eHow are organizations that produce thought leadership materials perceived and how are they rewarded?\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eThe ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart\u003c\/i\u003e is an essential read for all business leaders seeking to finally understand the true business value of thought leadership initiatives.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eCindy Anderson\u003c\/b\u003e is the Chief Marketing Officer\/Global Lead for Engagement \u0026amp; 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eAnthony Marshall\u003c\/b\u003e 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.\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":51182899396882,"sku":"9781394308910","price":21.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_f4861cd9-cf51-4726-a755-680f93562f67.jpg?v=1744449264","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-roi-of-thought-leadership-calculating-the-value-that-sets-organizations-apart-9781394308910","provider":"Surprise Castle","version":"1.0","type":"link"}