Visionary impact:The strategic advantage of thought leadership
The Momentum ITSMA 2024 Thought Leadership Benchmark Report
The Momentum ITSMA 2024 Thought Leadership Benchmark Report provides comprehensive insights into the state of thought leadership programs, drawing on a global survey of 400 practitioners and 28 in-depth interviews with practitioners.
Impact and growth
Budgets and strategy
Capabilities and barriers
Personalization and collaboration
Innovation
Survey sample
Acknowledgments
Supercharge yourthought leadership
The Momentum ITSMA 2024 Thought Leadership Benchmark Report provides comprehensive insights into the state of thought leadership programs, drawing on a global survey of 400 practitioners and 28 in-depth interviews with experts.
It highlights the characteristics of leaders—organizations whose thought leadership programs are integral to their business strategy, go-to-market approach, and overall performance—and laggards—organizations whose thought leadership programs are ad hoc and low impact.
The study solidifies thought leadership’s role in enhancing reputation, relationships, and revenue. Leaders, identified by their strategic alignment and cross-functional initiatives, report better business growth compared to their counterparts. Yet many organizations struggle to measure thought leadership’s direct impact on financial outcomes.
Despite similar budget allocations for 2023, leaders anticipate increased investment in thought leadership compared to laggards, underpinning its perceived value.
The report also emphasizes the necessity of senior leadership’s involvement in shaping strategies and agendas, and the advantages of leveraging generative AI for content innovation. However, we’re seeing that challenges such as internal alignment, differentiation, and effective measurement are persistent.
Overall, the report underscores the vital role of thought leadership in driving organizational success and the ongoing evolution of practices in the field. I hope you find it useful.
Executive Director, Thought Leadership, Momentum ITSMA
Get in touch: mark.wellings@momentumitsma.com
