In a few weeks time I'll be on a panel at a marketing summit where I will be discussing how to measure the return of investment for Thought Leadership activities.
It sounds an esoteric subject and immediately begs some specific questions like:"What is Thought Leadership?"; "What resources are being invested and how do I cost such inputs as non-billable time?"; and "What actually is the return I am looking for and how will I know when I achieve it?".
Measuring the impact and the ROI is really fundamental, but too often businesses leave considering this until after the campaign, rather than early on as it is developed.
It's easy to start over-complicating things, so the key question management consultants and their marketing teams involved in Thought Leadership projects should be asking are:
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