The latest report from iResearch Services reveals that business development teams are leading the charge in terms of developing thought leadership content (38%), overtaking their marketing counterparts (32%).
By contrast, the findings show that only 10% of thought leadership is produced by subject matter experts, 14% by a chosen editorial department and 18% by an insights/research department.
The report, Leading Lights: harnessing thought leadership superpowers for business and cultural success, canvasses the view of 4000 business leaders across 22 different countries on their definitions of thought leadership and its use cases inside their organisation.
These findings highlight the strong business case for thought leadership investment that is emerging. 85% of those surveyed say thought leadership is already playing a strategic role of their organisation that is aligned to business objectives and specific business units.
57% of respondents say thought leadership affects their company’s revenue through customer/prospect conversations and relationship constructing and 55% through lead generation. Almost half of those surveyed (47%) say it leads their decision-making process, and the identical number (47%) said that thought leadership helps to tell their decision-making process.
Yogesh Shah, CEO of iResearch Services, said: “It is a standard perception that the marketing team leads on thought leadership. However, our survey shows a unique picture – one which demonstrates clear links between thought leadership and business development, in addition to a growing trend for direct C-Suite, Sales and operational involvement.
“This, together with the essential role thought leadership plays in driving decision-making, reinforces the business opportunities that an efficient thought leadership strategy can bring to a firm.”
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