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Accountants guide to Thought Leadership

12th Jul 2017
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Thought leadership showcases commercial instinct beyond standard transactional work, and initiates new conversations with clients. 55% of clients say they are operating in a riskier business environment


As a result, they are keen to tap into the wealth of knowledge and insight among professional advisers to get a better steer on the issues, risks and opportunities impacting their business.


We help firms stay ahead of the debate, and work with you to plan, develop and execute impactful campaigns:


Tip 1: “Ideas lab” and campaign planning

Topic mapping on ‘big picture’ themes

Analysis of existing commentary and debate

Identifying the open space and hypotheses for brainstorming with your stakeholders, set within the context of your business development objectives

Integrated campaign plan design to create a successful, measurable outcome and generate engagement with your internal and external audiences


Tip 2: Research options

Desk research: capturing insight from a range of publicly available data sources, to an agreed desk research wish list

Online: design and build of online interviewing platform using agreed questionnaire, can be customised to your firm’s brand

Quantitative: quantitative telephone interviews with participants using agreed questionnaire

Qualitative: in-depth interviews – telephone or face-to-face – with participants using agreed discussion guide


Tip 3: Analysis and Interpretation

Comprehensive analysis and interpretation of findings from fieldwork

key themes, statistics, and insights with fee-earner insight and commentary

Debrief workshop with key project stakeholders

Shaping narrative for thought leadership report and other outputs


Tip 4: Report and copy-writing

Drafting of report synthesising research with fee-earner perspectives

Quotation approval process with external interviewees


Tip 5: Campaign implementation

Coaching for fee-earners on using collateral for business development

Digital and social media strategy and integrated communication plan

Drafting additional campaign material


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