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The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart 1st Edition

by Cindy Anderson (Author), Anthony Marshall (Author)
5.0 5.0 out of 5 stars 18 ratings
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The power of corporate thought leadership, finally quantified through expansive rigorous empirical research

The ROI of Thought Leadership: Calculating the Value that Sets Organizations Apart 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.

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 read for all business leaders seeking to finally understand the true business value of thought leadership initiatives.

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  1. ISBN-10
    1394308914
  2. ISBN-13
    978-1394308910
  3. Edition
    1st
  4. Publisher
    Wiley
  5. Publication date
    February 11, 2025
  6. Language
    English
  7. Dimensions
    6.3 x 1.1 x 9.1 inches
  8. Print length
    240 pages
  9. See all details
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Editorial Reviews

From the Inside Flap

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.

From the Back Cover

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

Product details

  • Publisher ‏ : ‎ Wiley; 1st edition (February 11, 2025)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 240 pages
  • ISBN-10 ‏ : ‎ 1394308914
  • ISBN-13 ‏ : ‎ 978-1394308910
  • Item Weight ‏ : ‎ 14.1 ounces
  • Dimensions ‏ : ‎ 6.3 x 1.1 x 9.1 inches
  • Customer Reviews:
    5.0 5.0 out of 5 stars 18 ratings

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5 out of 5 stars
18 global ratings

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Thought Leaders Unite - a powerful read worth your time!
5 out of 5 stars
Thought Leaders Unite - a powerful read worth your time!
Verdict: The ROI of Thought Leadership is a must-read for executives, marketers, and business strategists who want to harness thought leadership as a powerful asset. By blending research, analytics, and strategy, Marshall and Anderson provide a compelling argument for why thought leadership matters—and, more importantly, how to measure its success. This book is an essential guide for anyone looking to elevate their brand’s influence and drive measurable business impact.
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Top reviews from the United States

  • Robert Buday
    5.0 out of 5 stars The Proof That Thought Leadership is More than a Buzzword
    Reviewed in the United States on February 13, 2025
    Verified Purchase
    The title of this book hints at why it is so important. It’s that, despite the enormous attention the concept of “thought leadership” is getting today, most businesses that are trying to be seen as “thought leaders” aren’t quite sure the acclaim is worth it.

    That’s my experience. And I have a long one in the thought leadership field, going back to 1987 when I took a job as an editor and PR head at a consulting firm called Index Group (which I recounted in my 2022 book "Competing on Thought Leadership"). When I tell leaders of consulting, law, accounting, IT services, architecture, software and other businesses whose customers are other businesses about how Index Group grew from $40 million to $200 million in eight years on the back of wise investments in thought leadership, I sense that most remain skeptical. The skeptical ones hadn’t had the same experience, and so perhaps they view my experience as an anomaly.

    With the “The ROI of Thought Leadership,” B2B company CEOs and CFOs no longer have to rely “just” on real examples like Index (which set the consulting world on fire in the 1990s with the concept of business reengineering) or Innosight (which profited off of Harvard Business School Prof. Clayton Christensen’s research on “disruptive innovation” and sold itself to Huron Consulting for $100 million). Or on customer loyalty management, which helped Bain & Company bounce back from a cash crunch in the late 1980s.

    Being seen as a “thought leader” – i.e., a top expert at solving a particular organizational problem (when thought leadership is applied to businesses) – has a huge impact on attracting clients. The beauty of Anthony Marshall and Cindy Anderson’s research on the value of thought leadership to companies that use it as a marketing strategy is that they’ve quantified its financial return. Their survey of thousands of executives at multibillion-dollar companies around the world found that the thought leadership content they read from consultancies, IT services firms, software firms and other companies directly or indirectly influenced $371 billion in purchase decisions ($265 billion directly).

    One U.S. company they surveyed (revenue of $29 billion) said that the content they read led to $184 million in spending on software, technology infrastructure and services.

    In fact, Anderson and Marshall (leaders of IBM’s internal thought leadership research group, the IBM Institute for Business Value) found the average ROI from companies' thought leadership programs is 156% -- 16 times more than a typical marketing campaign (e.g., advertising).

    “The ROI of Thought Leadership” has other important ideas for leaders of companies who are toying with thought leadership as a way to grow. For example, it has a whole chapter on what the authors refer to as thought leadership archetypes, eight in all. These provide a good way for a company to quickly size up how good it is at the discipline of thought leadership. (Note: It IS becoming a discipline).

    This book is an excellent resource for leaders of companies of all sizes – from venture capital-backed startups to the Fortune 500 – who need widespread proof that thought leadership (done well) in fact can open doors at high places and in large companies.

    My kudos to Anderson and Marshall on conducting this important study, and putting the findings in a highly engaging book.
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  • Peter J. Korsten
    5.0 out of 5 stars THE book we’ve been missing on Thought Leadership
    Reviewed in the United States on March 5, 2025
    Verified Purchase
    Having spent over 35 years in strategy (BCG), functional (PwC), and technology (IBM) consulting, I can confidently say this is THE book we’ve been missing on Thought Leadership.

    Every major consulting firm has its own approach to thought leadership—each with a distinct mission, style, and execution. The materials produced by these firms are often of high quality and relevance. Yet, until now, no one has systematically quantified the value and impact of this work—work that blends top-tier expertise, creative thinking, sharp analysis, and compelling writing.

    This book changes that. It provides a comprehensive guide to elevating thought leadership to new heights.

    Inside, you’ll find best practices described in practical detail—how to create relevant and credible thought leadership, produce it effectively, and disseminate it to clients, the broader market, and relationship owners within your firm.

    Of course, there’s much more to explore, but for that, you’ll need to read the book yourself (check the table of contents in the preview for an overview).

    While I began this review by emphasizing how consultants use thought leadership to position themselves, I want to highlight that I have helped many industry leaders —far beyond consulting— to benefit from developing their own thought leadership strategies. It’s a powerful tool that helps companies move well beyond traditional 4P marketing.

    One of the book’s groundbreaking contributions is its ability to quantify —'dollarize'— the material impact of thought leadership efforts. For the first time, thought leadership creators, marketers, and strategists have a framework to measure the tangible value of their investments.

    So, buy it, read it, and use it as an inspiring reference to maximize your impact, justify investments, and extract greater value from thought leadership initiatives.

    I hope you find it as insightful and valuable as I did!
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  • Peter Linder
    5.0 out of 5 stars The bar is set for what outstanding Thought Leadership looks like
    Reviewed in the United States on March 16, 2025
    Verified Purchase
    Thought leadership is the most valuable insight you share with customers or a sticker you routinely put on many assets.

    Cindy Anderson and Anthony Marshall are clarifying what outstanding thought leadership looks like. This clarification is hard to do due to the nature of thought leadership and the complexity of measuring it.

    What I found most valuable is the identification of the three primary levers for adding value to thought leadership: unique points of view, data backing up your insight, and the reach of your channels. These three parameters give you eight possible strategies to pursue.

    The second aspect is their job in putting numbers on the values and how to measure the return of your investments. When combining the values and concrete measures, they give all thought leaders a toolbox to deliver better results and to screen out sub-par assets that should not be labeled as thought leadership.
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Top reviews from other countries

  • Rasheed Walizada
    5.0 out of 5 stars Practical and well structured
    Reviewed in Canada on February 12, 2025
    Verified Purchase
    The ROI of Thought Leadership is a well structured and practical book for every business leader.

    The book is well researched by Cindy Anderson and Anthony Marshall, the leaders of IBM Institute for Business Value.

    I recommend this book for all business leaders and entrepreneurs to calculate the value that sets their organization and business apart.

    We look forward to having Cindy and Anthony as our featured guest speakers at the GLOBAL PRESENCE Forum in April 8th, 2025 in Toronto.
    Customer image
    Rasheed Walizada
    5.0 out of 5 stars
    Practical and well structured

    Reviewed in Canada on February 12, 2025
    The ROI of Thought Leadership is a well structured and practical book for every business leader.

    The book is well researched by Cindy Anderson and Anthony Marshall, the leaders of IBM Institute for Business Value.

    I recommend this book for all business leaders and entrepreneurs to calculate the value that sets their organization and business apart.

    We look forward to having Cindy and Anthony as our featured guest speakers at the GLOBAL PRESENCE Forum in April 8th, 2025 in Toronto.
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  • Paolo Sironi
    5.0 out of 5 stars Thought leadership decoded
    Reviewed in Germany on February 18, 2025
    Verified Purchase
    The authors have done an impressive job of systematising how thought leadership works, how it differs from traditional marketing, and how marketing can leverage it to amplify business impact. The book also explores how senior execs engage with thought leadership, particularly when evaluating tech investments.

    I was particularly intrigued by the depiction of thought leadership archetypes, distinguishing 8 unique personas that might excel or fall short in 3 different areas like QUALITY (excelling in research, analysis, editorial, and design skills), UNIQUENESS (offering distinct PoVs that align with the producer’s business strategy), and REACH (maximising impact through marketing, public relations, account outreach, and events).

    I am sure you will enjoy reading as much as I did.
    Customer image
    Paolo Sironi
    5.0 out of 5 stars
    Thought leadership decoded

    Reviewed in Germany on February 18, 2025
    The authors have done an impressive job of systematising how thought leadership works, how it differs from traditional marketing, and how marketing can leverage it to amplify business impact. The book also explores how senior execs engage with thought leadership, particularly when evaluating tech investments.

    I was particularly intrigued by the depiction of thought leadership archetypes, distinguishing 8 unique personas that might excel or fall short in 3 different areas like QUALITY (excelling in research, analysis, editorial, and design skills), UNIQUENESS (offering distinct PoVs that align with the producer’s business strategy), and REACH (maximising impact through marketing, public relations, account outreach, and events).

    I am sure you will enjoy reading as much as I did.
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