The ROI of Thought Leadership

Calculating the Value That Sets Organizations Apart

By: Anthony Marshall, Cindy Anderson

Narrated by: Emma Love

The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart reveals the findings of rigorous 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 a "value calculator" that empowers every listener to assess the potential return for their specific organization.

This book reveals the surprising findings of the research and answers questions such as How many people consume thought leadership and in what form? How many CEOs and executives say they have made a purchase decision? How much corporate spending is driven by thought leadership? How are organizations that produce thought leadership materials perceived and how are they rewarded?

The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart is an essential listen for all business leaders seeking to finally understand the true business value of thought leadership initiatives.

©2025 John Wiley & Sons, Inc. (P)2025 Ascent Audio