The five components of a successful thought leadership program
AUGUST 21, 2009
Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for. If those pieces are missing, thought leadership will be left to marketing, where it will either mutate into thinly veiled sales content or die out altogether. Marketing and sales need to agree on the alignment of content to the different buying stages so that sales will get the right signals about when and how to approach customers for a sale.