Thought Leadership is the New Sales Pitch

August 31, 2010 1 Comment

A marketing agency, named the Basis Group, wrote a thoughtful white paper on establishing your brand as a thought leader.  The paper outlines how sales organizations are being forced to rethink their approach to cold calling, mass emails, and brand building in an age when B2B customers are saturated with e-mails, undifferentiated brand messages and 700 million direct mail pieces on a daily basis.  Their eight page paper, titled: Thought Leadership is the New Sales Pitch encourages marketing and sales executives to stop selling and start leading.  Unlike other papers on the topic, this one starts to deal with the practical aspects of how an organization can actually go about accomplishing thought leadership.

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About the Author:

Stephen Diorio is an established authority in growth and go-to-market innovation with over 25 years of experience helping CEOs, Boards, and CMOs create new growth and enterprise value by leveraging advanced marketing practices and digital technology. He is the lead analyst in the Forbes Marketing Accountability Initiative and a Partner in Profitable Channels where he helps CEOs, Boards and CMOs create new growth and enterprise value by leveraging advanced marketing practices and digital technology. I've helped hundreds of marketing leaders take advantage of the most current marketing best practices and digital technology to grow faster, differentiate their customer experience, and reduce selling costs. He has helped over one hundred leading sales organizations drive net new growth—including Merrill Lynch, Intuit, Armstrong, American Express, CBS, DuPont, IBM, Janus Funds, Morgan Stanley, Ricoh, SunTrust Bank, Staples, UPS, and US Bank. He a Director of the Brand Publishing Institute, and Author of Beyond e: 12 Ways Technology Will Transform Sales & Marketing Strategy (McGraw-Hill). Mr. Diorio holds an MBA in Marketing from the University of Chicago and a B.S. in Engineering from Bucknell University.

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  1. Monex says:

    Dove is also the subject of a new case by Deighton. .. Authenticity becomes a much more desirable property than exaggeration. .. The story of Dove is one of a brand that progressively cedes control Deighton says. Then stand back and cross your fingers… When a brand adopts a point of view rather than simply making a claim for softer skin for instance it can become a lightning rod for discourse Deighton remarks.

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