Creating a Thought Leadership Agenda A thought leadership agenda is a blueprint that helps your marketing team plan, source and package content that provides the basis of your Thought Leadership Program. The agenda should articulate your organizations unique value proposition to clients and thread all your offerings together elegantly. A good way to get started is to assemble existing market research, communications guidelines and sales process documentation into one place. The goal of this “inventory” is to draw on customer intelligence, market insights, and marketing plans from across the organizations as the source of the themes and ideas you will generate and deliver to customers. Then lead a group of marketing, product, sales and communications leaders in a brainstorming session that draws upon these different institutional assets to identify twelve to twenty-four topics that could drive your organization’s selling program. This list is the basis of a unique thought leadership agenda that outlines issues, ideas or topics where your company is (or wants to be) a credible authority, or where it makes business sense to create new expertise. A good thought leadership agenda will define a few core customer themes that address client pain points and critical issues your business can credibly address with experience, solutions and subject matter expertise. The agenda should expand these broad themes into thought leadership topics that can be supported by original research, client case studies, intellectual property, or best practices. These “tent pole” thought leadership assets can then be further broken down into assets that support tactical sales conversations, marketing campaigns and selling situations. The table below illustrates how a business banking organization defines the conversation they want to have with business owners. An Example of a Thought Leadership Agenda Focused on Business Owners Thought Leadership Selling Page 8 © Revenue Enablement Institute 2022