Accountants guide to Thought Leadership


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


Leave a Comment

Your email address will not be published. Required fields are marked *


Progressive Partner Program