Session 9: Show Me The Money! Relating Thought Leadership to Revenue
This session focused on the relationship between thought leadership and revenue. The session also touched on credibility, the role of internal champions, content activation pipelines, and the use of ROI statistics and measures. The global speakers shared how they engage with clients and use thought leadership in client interactions.
Key Takeaways
- Thought Leadership Impact: Thought leadership significantly influences both direct and indirect spending, with executives attributing purchasing decisions to it.
- Trust and Independence: High independence in thought leadership is linked to a substantial revenue premium.
- Original Research: Original research is essential for effective thought leadership, allowing for engagement with clients and repurposing their thought leadership.
- Differing Perspectives: Connecting thought leadership to revenue can be challenging, so the focus should be on high-impact initiatives and building a strong reputation rather than direct revenue attribution.
