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Submitted by Bob Buday on

Per -- Thanks for your comments. I like the reason for having a thought leadership strategy that you added: your firm will gain a competitive advantage. I have found that if a firm's leaders are skeptical about the value of thought leadership marketing and are more or less tolerating the wishes of an aggressive chief marketing officer, at some point the programs' spending (especially in a partnership where such expenses come out of partners' bonuses) will cause leaders to pull back. That's, of course, unless the CMO has irrefutably shown how TLM drives revenue.