The role of thought leadership in the buying process

Momentum ITSMA’s Value of Thought Leadership 2025 report offers critical insights into how thought leadership builds trust, influences decisions, and accelerates deals in an increasingly complex buying landscape.

The global survey of 600 senior executives reveals that 99% now believe that thought leadership is important or critical when assessing potential solution providers. This marks a 12% increase from our 2023 survey and shows just how pivotal a client-centric thought leadership strategy can be.

But thought leadership influences the entire sales funnel, not just the 'epiphany' and 'awareness' stages. In this blog, we explore how.

The economics of thought leadership

Our data shows thought leadership catalyzes inbound opportunities and initiates the buyer journey. A significant 77% of executives indicate they are more likely to work with providers who offer strong thought leadership. Furthermore, 84% of buyers say they would explore additional content like articles, case studies, and guides from a provider if the initial thought leadership content meets their needs.

Thought leadership can also quicken the sales process and enhance the likelihood of closing a deal: if the content meets their exact needs, 79% say they would review the capabilities of the provider that produced it, while 75% would compare the capabilities of the provider(s) that addressed the problem/opportunity.

Today, these early stages of the buying process – epiphany to interest – are critical: 71% of buyers tend to identify the winning solution provider before they compile a shortlist, according to our 2024 Client Buying Index study.

James Redgrave, Vice President, Global Thought Leadership & Editorial, State Street, captures the influential power of thought leadership: "Clients are not just buying State Street services because we write good thought leadership. But the fact that we write good thought leadership gives clients the confidence to believe that we will provide good services."

Make or break

Thought leadership can make a deal – and it can break a deal. Sixty-six percent of buyers say they would not engage with a new provider if they found their thought leadership to be subpar, and 72% would not recommend such a provider.

Our research tells us that word of mouth – i.e. recommendations from a relationship manager, colleague, or contemporary – is an incredibly powerful tool. Don’t underestimate the impact a positive or negative review can have on your ability to win a business or build trust.

To learn more about the Value of Thought Leadership 2025 and hear from thought leadership practitioners, register for our webinar on April 29, 2025.