The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart is based on findings from the world’s most extensive study of the value of thought leadership―findings that will put the discipline on the map as an opportunity no organization will want to miss.

Between 2021 and 2023, authors Cindy Anderson and Anthony Marshall, together with IBM’s Institute for Business Value (IBV), which they lead, surveyed more than 4,000 C-level executives 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 results were astounding. Across industries and geographies, executives reported that the thought leadership they consume not only helps them make better business decisions (96%), but it also directly influences their buying decisions―87% of all executives said they had made a purchase decision in the last 90 days based on the thought leadership they consume.

The data from this study also enabled the authors to calculate ROI on thought leadership―for the first time ever. Not only do executives rely on it, the return on investment for thought leadership makes it a must-have capability for any organization looking to grow the business. Marketing leaders now have budget justification for a thought leadership program, and the book includes a handy ROI calculator.

The ROI of Thought Leadership is the ultimate reference to guide those who want to claim their share of today’s thought leadership opportunity and reap its now proven business value.

PRAISE FOR The ROI of Thought Leadership

“Thought leadership as a revenue generator may be a new concept to most, but this book highlights data proving that business leaders leverage this information to make better business decisions and drive critical purchases. A must-read for marketers and executives who want to justify thought leadership spend.”
―BARRI RAFFERTY, CEO, Americas, Sodali & Co.

“Now we know why we do thought leadership―it pays. This book shows us the value of thought leadership and gives a practical guide on how to do it well.”
―RICHARD WHITTINGTON, Professor of Strategic Management, University of Oxford

“By quantifying the value of thought leadership, Cindy and Anthony address a crucial gap in how we assess its influence. This book provides a much-needed framework and metrics for ensuring that the billions spent annually on thought leadership are backed by credible data and real impact. Their work sets a new standard for how content producers can create authoritative, impactful insights and how content consumers can use the output to drive business decisions.”
―LISA HIGGINS, President and CEO, APQC and the Global Thought Leadership Institute (GTLI) at APQC

“Measuring societal impact of thought leadership is a formidable task for management education today. Anderson and Marshall offer an ideal desk copy for business deans and faculty navigating thought leadership ROI within an educational context.”
―JIN WANG, PhD, Dean, College of Business and Public Management, Kean University

“In The ROI of Thought Leadership Cindy Anderson and Anthony Marshall present groundbreaking research that quantifies the immense value of thought leadership for the first time. Their work provides concrete data and practical tools that marketers and executives can use to justify and maximize their investment in thought leadership. This book is a practical, hands-on guide to elevating your marketing strategy and driving significant business results.”
―RICARDO VIANA VARGAS, PhD, Former Director, United Nations Office for Project Services (UNOPS), Author