The Kelso Consulting team has worked on a lot of thought leadership campaigns with management and other consulting firms. We have also interviewed numerous people about their own successes and failures too.
Not surprisingly, when you have been doing something for 20+ years you often see the same problems re-occurring.
Here are some tell-tale signs your management consultancy's thought leadership programme is heading for disappointment:
- After the initial couple of meetings, the whole project has been dumped on the marketing manager… on top of all their other jobs, with little support.
- You've decided to do some research (great!).... but you've also decided not to plan what you are going to do until you know the results (disaster!).
- You have a launch plan for your thought leadership... but it only covers a few weeks of activity.
- Most of your plan for getting lots of benefit from your thought leadership hinges on securing lots of press coverage (ie you have put the entire project's success in the hands of journalists... a group of people well known for being cynical, flakey and not very reliable).
For success with your thought leadership programme, here are important steps for preventing a flop:
- A clear plan of how you are going to use it
- Create this plan really early in the process
- Involve all stakeholders
- Start work early on all the other marketing elements you need for success
- Have a plan for at least 6 – 9 months for exploiting your thought leadership
- Phone calls!!! (No matter how amazing your findings, you need to phone prospects to get those meetings)
For further signs a thought leadership programme is heading for disaster, and how to nip this in the bud, read our article: