Learning From Success: Survey Reveals the Keys to More Effectively Developing and Marketing Intellectual Capital
Intellectual capital (IC)—new methods, practices, and services—is the lifeblood of professional services firms, enabling them to grow into new markets and pursue and maintain thought leadership status. In a recent survey of 200 executives from 130 professional services firms, we uncovered the key differences between IC leaders and laggards.
For example, leaders place more importance on IC as a part of their marketing strategy, they devote more money to IC development than to marketing and struggle less to find that money, they make the novelty and depth of their ideas a higher priority, and they are more likely to favor "high-bandwidth, low-bias" channels. In short, leaders believe that "thought leadership matters" and they employ programs and practices that bring genuinely new and powerful ideas to the market.
Most importantly, 81% of leaders say their firm’s IC generates substantial awareness and leads, versus only 10% of laggards.