Thought leadership is an increasingly vital tool in B2B go-to-market programmes. Yet many organisations still struggle with how to convert their insights and opinions to pipeline and sales. To help address these challenges, The Channel Partnership has produced a “From Thought Leadership to Revenue” guide, which delivers a six-stage framework for translating thought leadership into revenue. This presentation was delivered by Phil Brown, Director, at the B2B Summit 2013 and runs through the key topics noted within the guide.

1. B2B Summit, 18th June 2013
From Thought Leadership to Revenue

2. Why does it matter?
 B2B buyers don’t need suppliers to learn
about products or technologies
 Buyers are engaging suppliers later in the
decision-making cycle
 Responding to RFPs isn’t the route to
profitability
 Prospects want perspective and
insight, not a product pitch
 Being perceived as a thought leader gets
you in the game

3. A changing model

4. What gets in the way?
 Lack of a clear Point of View
 Scattergun approach
 Not linked to what you do
 Failure to enable sales channels
 Disconnect with demand generation

5. From Thought Leadership to Revenue

6. Insight – building a solid foundation

7. From Thought Leadership to Revenue

8. Defining your point of view

10. From Thought Leadership to Revenue

11. Building your content
 Unifying theme

13. Building your content
 Unifying theme
 Unique intellectual property

15. Building your content
 Unifying theme
 Unique intellectual property
 Right format, right person, right time
 3Rs - Recycle, reframe, reuse
 Smart content sourcing

17. From Thought Leadership to Revenue

18. Internal enablement

19. From Thought Leadership to Revenue

20. Integrated communications

21. From Thought Leadership to Revenue

22. Engagement to pipeline

24. From Thought Leadership to Revenue

25. For more information
Contact me at
phil@thechannelpartnership.com
 Download our free guide at
www.thechannelpartnership.com
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