What does a highly mature B2B thought leadership function look like in 2026, and how does it work? This is the core question we’re researching right now, and we’re looking forward to sharing more in-depth insights on this in the coming weeks and months. 

Based on the various research and interviews we’ve done to date, here are some of the characteristics we’re consistently seeing. For those companies where the ongoing creation and dissemination of research-based insights has largely become part of their DNA, these things are usually in place: 

1. Thought leadership has commercial value: they recognise thought leadership’s commercial value. It is seen as a long-term play focused on building trusted, lasting relationships with clients and demonstrating an understanding of complex issues.
2. It’s cross-functional: Thought leadership has moved beyond being a siloed function to become an organisation-wide effort that is closely integrated with executive leadership, sales, communications, government affairs, and others. 
3. It’s globally coherent, but locally relevant: While messaging is globally coherent, mature functions empower their local territories to dial up or down themes based on their priorities.
4. There’s a clear framework: While governance and guidelines exist, the challenge is to define a thought leadership process that is clear, communicated in advance, and ensures contributions are well-defined.
5. There are strong internal skills: Mature companies have a broad range of skills within their business to tap into for support, even though getting access to these skills can be a challenge at times.  
6. They take a multi-format approach: Leading companies think about how a message can work across multiple channels, formats, and time periods, creating clear connections between these formats.
7. They keep on top of changing channels: While LinkedIn remains evergreen for distribution, even as X fades, companies are actively upping their game to get visible within AI search. 

There’s a lot more insight to come, and we’ll share more in due course. And if this is a topic you’ve got a point of view on, then please do feel free to get in touch.