Sense-maker sessions 2.6: Anthony Marshall, IBM Institute for Business Value
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Sense-maker sessions 2.6: Anthony Marshall, IBM Institute for Business Value
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Today’s sense-maker is another don of thought leadership. Co-author of The ROI of Thought Leadership with Cindy Anderson and Senior Partner and Vice President, Global Leader, IBM Institute for Business Value, Anthony Marshall sat down with MD Tony Hallett in London for an animated and insightful discussion of the discipline he spearheads.
The discussion covers ground including how thought leadership works at IBM – whether they report into consulting or marketing, for example – and the challenge of making “every single study provocative and surprising”. With thanks to Spiritland Productions.
Brought to you in partnership with High Beam Global, a full-service market research firm.
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