Ip Summit Thought Leadership

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Ip Summit Thought Leadership

  1. 1. Thought Leadership Program Retail IP Summit Jim Crawford Retail Industry Principal January 2007
  2. 2. What is thought leadership? <ul><li>“ The recognition from the outside world that the company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates.” </li></ul><ul><li>- Elise Bauer </li></ul>
  3. 3. What is a thought leadership program? <ul><li>“ An organized and integrated combination of the systems and processes that sit between marketing and the sales process.” </li></ul><ul><li>- meAnd above all… thought leadership should… </li></ul>
  4. 4. The thought leadership pyramid Exposure Sales Focus Intimacy Content Creation Brand Marketing THOUGHT LEADERSHIP
  5. 5. WE ARE (ALREADY)
  6. 6. Who are we trying to reach? Thought leadership Industry Segment Geography Size / Tier Partner Influencer <ul><li>Truly global </li></ul><ul><li>US / Americas </li></ul><ul><li>EMEA </li></ul><ul><li>APAC </li></ul><ul><li>Management consultants </li></ul><ul><li>Systems integrators </li></ul><ul><li>Specialty consulting </li></ul><ul><li>Sales agents </li></ul><ul><li>Analysts </li></ul><ul><li>Press </li></ul><ul><li>Industry associations </li></ul><ul><li>Events </li></ul><ul><li>Top tier brands (credibility) </li></ul><ul><li>Midmarket (AOR) sweet spot </li></ul><ul><li>Building Products </li></ul><ul><li>High Tech </li></ul><ul><li>Retail </li></ul>
  7. 7. High Tech Marketing Ecosystem Infrastructure Providers Management Consultants Software Systems Integrators Hardware OEMs Component Manufacturers
  8. 8. What is thought leadership… really? White Papers Analyst Briefings Speaking Engagements Webinars Event Attendance Networking Press Interviews
  9. 9. What we have to do… is organize it White Papers Webinars Speaking Engagements Event Attendance Networking Press Interviews Analyst Briefings CREDIBILITY BUILDING RELATIONSHIP BUILDING
  10. 10. Our mission (should we choose to accept it…)

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