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Thought Leadership Program Retail IP Summit Jim Crawford Retail Industry Principal January 2007
What is thought leadership? ,[object Object],[object Object]
What is a thought leadership program? ,[object Object],[object Object]
The thought leadership pyramid Exposure Sales Focus Intimacy Content Creation Brand Marketing THOUGHT LEADERSHIP
WE ARE (ALREADY)
Who are we trying to reach? Thought leadership Industry Segment Geography Size / Tier Partner Influencer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
High Tech Marketing Ecosystem Infrastructure Providers Management Consultants Software Systems Integrators Hardware OEMs Component Manufacturers
What is thought leadership… really? White Papers Analyst Briefings Speaking Engagements Webinars Event Attendance Networking Press Interviews
What we have to do… is organize it White Papers Webinars Speaking Engagements Event Attendance Networking Press Interviews Analyst Briefings CREDIBILITY BUILDING RELATIONSHIP BUILDING
Our mission (should we choose to accept it…)

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Ip Summit Thought Leadership

  • 1. Thought Leadership Program Retail IP Summit Jim Crawford Retail Industry Principal January 2007
  • 2.
  • 3.
  • 4. The thought leadership pyramid Exposure Sales Focus Intimacy Content Creation Brand Marketing THOUGHT LEADERSHIP
  • 6.
  • 7. High Tech Marketing Ecosystem Infrastructure Providers Management Consultants Software Systems Integrators Hardware OEMs Component Manufacturers
  • 8. What is thought leadership… really? White Papers Analyst Briefings Speaking Engagements Webinars Event Attendance Networking Press Interviews
  • 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. Our mission (should we choose to accept it…)