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Thought Leadership has helped consultancies make the leap from service to solutions providers
Create Demand Solutions Meet Demand Services

pre 1990 pre 2005 pre 2000 pre 1995

Energy Consulting is a crowded marketplace

Create Demand Solutions Meet Demand Services

Thought Leadership is key to B2B marketing success

Source: Economist Intelligence Unit B2B customer survey, 2008 Megatrends in B2B Marketing Report

Source: Corporate Sales Executive Board Research

So what is Thought Leadership?

Engaging your customers and

differentiating your service with education, ideas and insights.

.. a strategic marketing tool that creates problems or opportunities in the mind of a consumer, and subtly

induces him

to act.
Without something straight-on sales pitches.

interesting to
Thought Leadership relies on our deep knowledge, experience and insights. It requires that we develop strong

talk about, buyers pay little attention to

points

of view on a few topics that we know are,

Its all about tomorrows

issues

or about to become, important to our target markets

McKinsey is a Thought Leader because they publicly express a wealth of insights and solutions backed by solid research on tomorrows issues

Vattenfall

vs.

McKinsey

Not all consulting companies understand and execute Thought Leadership

TL Laggards
Based on Rear-view mirror research

TL Leaders
Based on predictive research of market hot buttons
Aligned with firm strategic objectives & positioning

Promotion-focused, no integration with strategic objectives

Mostly white papers Developed by consultants on the beach ROI tracked unevenly

Packaged in various forms, multichannel dissemination

Part of consultants day job ROI actively tracked

60% on promotion

60% on research

Source: Interviews, Bloom Consulting Report, Forrester B2B Marketing Study, Intelligence from Kennedy Information Advisors

A 6-step, research-based process to create TL assets that drive mindshare, growth and loyalty

Each step has several findings and recommendations that lend structure and rigor
1. IDENTIFY 2. FILTER 3. RESEARCH 4. ANALYZE 5. EXPRESS 6. MEASURE

Deep Market Analysis

Key Metrics

Key Criteria

Channel Options, Expression Tactics

Proposed Research Project

Intellectual Quotient

Step 1. Identify requires a nuanced yet systematic way to deconstruct our target industries and identify tomorrows hot button issues.

Issues
What is the playground?
CAFE Standards Fuel economy activism Diesel emissions PEST analysis Safety/Recalls New Science and Discoveries Speed Limits Disasters AF & ZE vehicles Tragedies Insurance/Liability

Interests
Whos playing?
Manufacturers Customers Lenders Analysts Media Community, The Public NGOs Formal and Informal Interest Groups

Information
How do you bet?
Data Intelligence Consumer Behaviors, Preferences

Institutions
Whos refereeing?
Political institutions Legal institutions Regulators Standard setters Local/Regional/Cross-border/International

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This is the research lab, and will lead to a high-volume of ideas Issues Interests
Environmental Certification/Regulations Mine Closure and Rehabilitation New frontiers - new reserves in emerging Africa & Asia Conflict Minerals Do we have an opinion? Carbon Tax (implications on Mining co.s?) Land acquisition issues (eg., POSCO in India, Rio Tinto in Papua) High regional relevance! Deep or Extreme mining Chinese monopoly on rare earth minerals Higher CAFE Standards = Lower Metals in cars Sovereign/Geo-Political interests Availability of fresh water/desalination technology Research opportunity? 60-95% energy use reduction potential in US mining Australian Mining co.s South African Mining co.s Organized Interest Canadian Mining co.s Mining Services Providers Shipping companies Land owners Speculators Unorganized Electronics/Automobile consumers Interest Media Union of Concerned Scientists

Information
Do we have data? Should we start collecting data?

Institutions
NGOs Quasi-government organizations Mining Safety & Health Administration National Highway Traffic Safety Administration Commodity Exchanges (eg., London Metals Exchange) American Iron & Steel South East Asia Iron and Steel Institute Scenario A London Metals Exchange (75% likely) Local Government Scenario B World Steel Organization (25% likely) Environmental Certification

What are the implications on externalities (health, safety, water) on commodity prices? What disruptive technologies can lower operating costs for miners? (for eg., Nickel Pig Iron)
Can we leverage internal subject matter expertise?

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In Step 2. Filter, we narrow down to a relevant set of issues..

1. IDENTIFY

2. FILTER

3. RESEARCH

4. ANALYZE

5. EXPRESS

6. MEASURE

Deep Market Analysis

Key Metrics

Key Criteria

Channel Options, Expression Tactics

Proposed Research Project

Intellectual Quotient

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.. based on the life-cycle stage of an issue

Impact on client
Higher CAFE Standards driving recycling of metals

x
Mining Safety

Environmental Regulation

Land Acquisition

Social
x

x NewPolitical (eg., Mongolia) Frontier Reserves

Impact of Disruptive Technologies (eg., Nickel Pig)

Legal

x
Conflict Minerals in Africa

Issue Identified

Interest Group

Legislation

Enforcement

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.. and other criteria like Relevance, White Space & IQ

Issue
1.Recruiting and retaining skilled workforce in the mining industry 2. Increasing taxation and investment barriers impacting mining industry 3. Recent mining political risk incidents in emerging markets 4. Corruption issues discouraging operation in certain countries 5. Challenges in exploring new reserves in inaccessible and unexplored geographic locations 6. Higher CAFE Standards driving recycling of metals 7. Conflict minerals issues in Africa 8. Land acquisition issues 9. . High displacement potential of Disruptive Technologies in the mining industry 10. Environmental concerns and regulations related to the mining industry 11. Mining operations affected by natural disasters

Type
S

Regional Relevance
Global

DSS Relevance

Client Relevance

White Space

IQ

Information Available
MEDIUM

P, E

Global

HIGH

P P,E

AP,MEA,LAT AM

HIGH

AP,MEA AP,MEA

MEDIUM MEDIUM

P,E E P,S S
T D/T/S E/D/T D/T

USA Africa Global Global Global Global Global

MEDIUM HIGH HIGH MEDIUM HIGH MEDIUM HIGH

12. Mining continues to be unsafe and prone to mishaps and accidents

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In Step 3. Research, we convert issues into hypotheses and partner with credible 3rd parties to execute research projects
1. IDENTIFY 2. FILTER 3. RESEARCH 4. ANALYZE 5. EXPRESS 6. MEASURE

Deep Market Analysis

Key Metrics

Key Criteria

Channel Options, Expression Tactics

Proposed Research Project

Intellectual Quotient

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Sample Research Mandate: Behavioral Economics & Energy Efficiency

Research Hypotheses Proven behavioral economics strategies used to encourage energy efficient behavior at an individual/household can be adapted to encourage energy efficient behavior at an organizational level. Is there an economic opportunity that DSS can leverage through findings? Behavioral changes present a low/no cost energy efficiency strategy with very high returns (up to 40% of total improvement opportunity). There is a 60-95% energy reduction potential in US mining alone.

Is there research whitespace? Yes. McKinseys energy efficiency report identifies behavioral barriers in its portfolio of approaches to capture energy efficiency, but does not detail specific solution strategies. Most other applied research has been used by companies to increase household energy consumption (eg., Opower) or to design effective energy efficiency policies (eg., California state government) At what stage is the issue? How can DSS extract value?

x
x

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In Step 4. Analyze, we distill data and information into compelling insights and useful solutions
1. IDENTIFY 2. FILTER 3. RESEARCH 4. ANALYZE 5. EXPRESS 6. MEASURE

Deep Market Analysis

Key Metrics

Key Criteria

Channel Options, Expression Tactics

Proposed Research Project

Intellectual Quotient

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In Step 5. Express, we engage in public expression of our points of view

1. IDENTIFY

2. FILTER

3. RESEARCH

4. ANALYZE

5. EXPRESS

6. MEASURE

Deep Market Analysis

Key Metrics

Key Criteria

Channel Options, Expression Tactics

Proposed Research Project

Intellectual Quotient

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Public expression must be informed by a detailed understanding of our channel options and consumption habits
CHANNEL CORE MESSAGE This is what DSS does, and were youre best choice We understand your business objectives and pain-points, and we can be partners Heres an idea you werent thinking about Hello again, heres an idea you werent thinking about We have an indepth knowledge of the issues that are important to you. Needless to say, we have solutions Heres what else we can do for you We understand the unique needs of your industry, and heres proof that we have delivered Heres an issue you werent thinking about TL ASSETS Presentations Case studies Expert Panels Case Studies White papers Bite-sized leave behinds Short articles Points of view Debate, Discussions DSS TIME COMMITME NT LOW CROSS/UP SELLING POTENTIAL HIGH ROI RICHNESS REACH RISKS

Conferences

HIGH

FACE-TOFACE

MEDIUM

BDM and C-Level Sales

Limits to scale and speed Difficult to sustain quality content Difficult to sustain quality content

Blogs

Newsletter

Microsite

Case Studies White Papers Videos Self-help tools

Too much TL noise online

Current Project Engagement

White papers

Industry Forums

Case Studies

Messaging can be lost in crowd of competitors Audience may have no influence

*Designed based on the 360 funnel approach

Webinars

Technical Presentations Expert Panels Service offering

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Our expression tactics must be designed around issue urgency and audience power
High
Industry Forum Webinar

Cost and technology implications of the upcoming Carbon Tax in South Africa
BDM Sales Campaign

Newsletter

Audience Power

DSS Conference

Presentation on Innovations in sulfatecontaminated water recycling

Website

Implications of consumer activism on conflict mineral mining in Africa

Blog

My initial reaction to ISO 50001

Low Low

Issue Urgency

High

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In Step 6. Measure, we monitor and re-iterate our TL process to ensure that tangible value is being delivered
1. IDENTIFY 2. FILTER 3. RESEARCH 4. ANALYZE 5. EXPRESS 6. MEASURE

Deep Market Analysis

Key Metrics

Key Criteria

Channel Options, Expression Tactics

Proposed Research Project

Intellectual Quotient

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Incremental revenue attributable to TL is the single, most-important metric

Lead Time (months) Leads Opportunities1

Attributable to TL2

Revenue ($MM)

Attributable to TL

Opportunities Contract1

Incremental revenue attributable to TL Leading Indicators : Shorter sales cycles, Higher conversion rate

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Length and breadth of engagement is another key metric, and indicates progress towards building clients for life
2009-2011 Projects to Date Project to Date Revenue Average Revenue/Project 2012 2013 2014

Breadth

Average Revenue/Month Average Project Duration Projects to breakeven on TL expenditure

Length

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A 6-step, research-based process to create TL assets that drive mindshare, growth and loyalty
1. IDENTIFY
Deep market analysis of target industries to identify the hot issues that will impact DSS clients Competency (or) Practice Marketing Either In-house or external partner, recommended by Research Director. Clients, Consultants, BDMs, Account mgrs Research Director, Content Specialists VOC, In-house expertise

2. FILTER
Filter issues based on issue life-cycle, scan for white space, find connect with DSS value proposition Competency (or) Practice Marketing

3. RESEARCH
Frame hypotheses, questions, data collection needs ; conduct research Competency (or) Practice Marketing Research Director

4. ANALYZE
Distill data and findings into compelling insights and solutions. Competency (or) Practice Marketing Competency (or) Practice Clients, Consultants, BDMs, Account mgrs Research Director, Content Specialists Building block research

5. EXPRESS
Public expression of insights and solutions through multiple delivery channels. Competency (or) Practice Marketing Marketing Communications

6. MEASURE
Ensure that TL is delivering tangible value for DSS Competency (or) Practice Marketing

OBJECTIVE

CHAMPION
RESPONSIBLE

ACCOUNTABLE

Marketing

Marketing

CONSULT & INFORM INPUT

Clients, Consultants, BDMs, Account mgrs Research Director, Content Specialists Long-list of issues

2-3 Research Analysts**

BDMs, Consultants, Account managers

Marketing

Short-list of issues

Insights, conclusions

DSS backlog report, Salesforce Incremental revenue/PTOI attributable to TL

OUTPUT

Long-list of issues

Short-list of issues

Building block research

Insights, conclusions

Final product

CHAMPION RESPONSIBLE ACCOUNTABLE PARTICIPANTS

Revenue/PTOI stake in TL output, designated at Stage 2. End-to-end oversight and implementation Specialized focus on specific TL phase Contribute expertise and will leverage output in own roles

This is a highly cross-functional process that will require a high level of stakeholder commitment.
** New hires