OneGTM insights – explore our thought papers, opinion pieces and articles for insights into the world of go-to-market strategy and execution.

21 October 2014

‘From Thought Leadership to Revenue’ guide

Thought leadership is an increasingly vital tool in B2B go-to-market programmes, used to build market position and gain access to hard-to-reach decision-makers.

Yet many organisations still struggle with how to convert their insights and opinions to pipeline and sales. To help address these challenges, OneGTM has produced a “From Thought Leadership to Revenue” guide, based on our firsthand experiences of building successful thought leadership programmes for B2B companies.

Within this guide we look at the important role of thought leadership within B2B go-to-market strategies, we identify some of the common mistakes companies make, from lack of a distinctive point of view to content that fails to engage, we suggest the practical steps that are required to build effective thought leadership programmes, and we look at some examples of businesses that have successfully used thought leadership to achieve their goals.