STEP THREE: MONETIZE IN SALES CHANNELS The final step is to execute your Thought Leadership Program through a mix of marketing, media and sales channels to maximize customer engagement and generate measurable sales outcomes. “The ability to effectively communicate an idea to your customers using your sales, marketing and media channels is just as important as the idea itself,” according to Grant Butler, author of the book Think, Write, Grow (Wiley Publishing, 2012).4 Your marketing team should be delivering thought leadership content through subject matter expert blogs, social media, digital marketing campaigns and digital media platforms. Your sales force should be delivering thought leadership assets to your customers using customer selling events, sales playbooks and sales enablement tools. Delivering Thought Leadership through Marketing, Media, and Sales Channels Thought Leadership Selling Page 15 © Revenue Enablement Institute 2022