The ROI of Thought Leadership

Featured Interview With The Leaders at IBM Institute for Business Value​ Cindy Anderson Global Executive and CMO based in Singapore and Anthony Marshall, Senior Research Director based in New York

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GLOBAL PRESENCE Magazine

Q: Can you share a bit about your backgrounds and what led you to co-author this book?

Cindy Anderson: I have been with IBM for five years, leading thought leadership initiatives. Before that, I established a thought leadership practice at the Project Management Institute, building it into a strategic brand and loyalty tool.

Anthony Marshall: I lead Thought Leadership Research at IBM. The motivation for this book came from our research into the impact of thought leadership at IBM. The company has been funding the IBM Institute for Business Value for over 22 years, and we wanted to demonstrate its value. In doing so, we saw how impactful thought leadership is for businesses worldwide, which led us to write this book.

Q: Why is thought leadership important today and in the future?

Cindy Anderson: We define thought leadership as the "eighth P" of marketing—a foundational platform on which all other marketing initiatives are built. The return on investment (ROI) is significant. Through our research, we found that thought leadership is an incredibly effective tool for brand-building and long-term influence.

Anthony Marshall: There’s a difference between being an individual thought leader and an organization investing in thought leadership. If a company wants to influence buying decisions, the key is to create rigorous, compelling, and unique content—not sales-driven messaging. True thought leadership builds trust and positions a company as a trusted advisor.

Q: Measuring ROI in thought leadership is challenging. How do you calculate it?

Cindy Anderson: The math is simple: ROI = (Revenue Generated - Cost) / Cost. However, determining how much revenue thought leadership generates is the complex part. We surveyed 4,000 C-suite executives worldwide, asking how much they directly and indirectly spend due to thought leadership. This data, combined with factors like mindshare and client reach, allowed us to create an evidence-based ROI model. The book includes a worksheet that companies—big or small—can use to calculate their own ROI.

Anthony Marshall: This model works for companies of all sizes. If a company spends $100,000 on thought leadership and has five clients, they can estimate its impact. For a firm spending $100 million with 500 clients, the same framework applies, just on a larger scale.

Q: How does thought leadership differ in global and regional markets?​

Anthony Marshall: Our research spanned 16 countries, revealing that while thought leadership consumption is consistent worldwide, spending impact varies. For instance, executives in France and India spend more proportionally on thought leadership than those in the U.S.

Cindy Anderson: If a company wants to expand globally, thought leadership is a powerful tool. Business growth doesn’t happen overnight—it requires building awareness and trust. High-quality thought leadership helps open doors in new markets by establishing credibility with executives unfamiliar with your brand.

Q: What practical steps can executives take to build and amplify their thought leadership?

Anthony Marshall: Building thought leadership requires proprietary data, expertise, analysis, compelling storytelling, and effective packaging. Generative AI makes it easier to create content, but without unique insights, content risks being mediocre.

Cindy Anderson: Amplification happens on two levels:

• Internal Activation: Equip sales and client-facing teams with thought leadership to engage executives. It serves as a “red carpet” into the C-suite.
• External Marketing: Use a mix of one-to-one, one-to-few, and one-to-many approaches to reach target audiences, from niche groups to a broader market.

Q: How can thought leaders maintain consistency in a world of constant change?

Cindy Anderson: Having a strong voice, backed by data, is key. Many influencers share opinions, but executives rely on fact-based insights from trusted organizations. Thought leadership should be a long-term strategy, not a one-off effort.

Anthony Marshall: In our book, we identify eight thought leadership archetypes. The most powerful—what we call the ‘superhero archetype’—combines quality, uniqueness, and reach. Organizations that master all three stand out and sustain influence over time.

Conclusion: Cindy and Anthony’s research underscores the undeniable impact of thought leadership on business growth. Their book provides a practical, data-driven framework for measuring and maximizing ROI. For executives, business leaders and entrepreneurs looking
to expand their influence, The ROI of Thought Leadership is a must-read.