The document discusses how to effectively hand off thought leadership ideas from a thought leadership team to content developers. It recommends developing a thought leadership architecture that outlines key concepts, themes, and storylines. It also recommends developing a marketing/sales content architecture that outlines problems, personas, buyer questions, and other elements. Finally, it recommends structuring and tagging all source content according to these architectures to make it easy for content developers to leverage the ideas for new content extensions. The goal is to maximize the impact and lifespan of each idea through clear handoff materials and structured content.

1. Thought Leadership – Serving Two Masters
1. Develop, Refine and Document
Thought Leadership Topics - Big Ideas
2. Handoff Thought Leadership Ideas as
Input to Content Extensions &
Customer Conversations
Thought Leadership Website
White Paper Blogs
Other Content
I
D
E
A
S
Thought
Leadership
Team
Content
Extension
Developers
Universal Big Ideas
Big
Ideas
Big
Ideas
Go-to-Market Program
for Launching Big Ideas
Content Extensions,
Enable Conversations
Leverage & Extend through:
• Regional, vertical marketing
• Solution marketing
• Sales enablement team
• Channel teams
• Marketing campaign groups
• Bloggers
• Customer case study

2. Content Creators Need Explicit Help to Leverage and Extend Big Ideas
Thought Leadership
Architecture
 Themes
 Key Concepts
 Master Storyline
 Best Practices
 Barriers to Change
 Key Enablers
 Roadmap for Change
 Value Drivers
 KPI Impact
 Other Related Research
Marketing/Sales
Content Architecture
 Problems, Symptoms &
Impact
 Target Personas
 Buying Process & Buyer
Questions
 Topics & key points
outline
 Marketing Storyline
 Key words, phrases
 Delivery formats
Content Source
Structured for Reuse
 TL Narrative Source
 Other SME Narratives
 Customer Stories
 Secondary Research
 Primary Research
Structure & Findings
 Graphics & Images
 Vetting Feedback
 Content tagged for easy
access, retrieval & reuse
Content Creators Need:
• Easy to use – explicit and clear context & concepts
• Access to Content Source from original thought leadership team
package and tagged to support Marketing/Sales Content
Architecture
• Guidance for acquiring & using extension Content Source
Risks of In-effective Handoff:
• Reduced impact of each big idea, shorter life, fewer content
deliverables, higher cost of content
• Knowledge acquisition takes too much time & effort
• Requires translation & interpretation of initial content
productions, to extract relevant ideas for content extensions
• More time required of TL team & SMEs for 1:1 support of
content creators

3. Marketing/Sales Content Architecture
 Problems, Symptoms & Impact
 Target Personas
 Buying Process & Buyer Questions
 Topics & key points outline
 Marketing Storyline
 Key words, phrases
 Delivery formats
Architecture Tagging Structured from
Marketing/Sales
Need to Acquire Additional Input Suitable for
Each Focus Area
To Execute Multiple Concurrent Content
Extension
Marketing / Sales Needs

4. Handoff Process
• Thought Leadership
Architecture and Marketing
and Sales Content
Frameworks
• Content Source Tagged with
Thought Leadership and
Marketing and Sales elements
• Orientation Materials Explain
How to use Above for Content
Extensions
Thought Leadership Handoff Structure
Thought Leadership
Architecture
 Themes
 Key Concepts
 Master Storyline
 Best Practices
 Barriers to Change
 Key Enablers
 Roadmap for Change
 Value Drivers
 KPI Impact
 Other Related Research
Content Source
Structured for Reuse
 TL Narrative Source
 Other SME Narratives
 Customer Stories
 Secondary Research
 Primary Research
Structure & Findings
 Graphics & Images
 Vetting Feedback
 Content tagged for easy
access, retrieval & reuse