"Thought leadership is critical to brand differentiation and business growth – and core to effective communications strategies, particularly in today’s complex, crowded and commoditized world. But it’s also increasingly important to lead generation and sales."
A very useful post: everybody understands the value of Thought Leadership from a branding perspective, but businesses also need an ROI approach. Measuring the value of Thought Leadership not only as Marketing but as Sales.
Ned Ward reminds us that Thought Leadership is not directly measurable, but suggests to benchmark the Company performances on Reputation, Reach, Relationships and Demand. Thought Leadership contributes to all of them.