COMPANIES ARE HIRING EDITORS TO RUN THOUGHT LEADERSHIP AND MEASURING THEM ON PIPELINE

Summary from the TLDR Marketing newsletter

Companies are hiring senior editors to run thought leadership and tying the function to revenue. Workato, for example, measures its program on win rates, deal velocity, and average sales price instead of content output. Research shows thought leadership can influence buying decisions and reach “hidden buyers” who rarely interact with sales. Recurring research and publishing can also build category authority over time. Owned media is becoming a permanent function with editorial leadership and a pipeline-focused scorecard.