Today’s sense-maker is another don of thought leadership. Co-author of The ROI of Thought Leadership with Cindy Anderson and Senior Partner and Vice President, Global Leader, IBM Institute for Business Value, Anthony Marshall sat down with MD Tony Hallett in London for an animated and insightful discussion of the discipline he spearheads.

The discussion covers ground including how thought leadership works at IBM – whether they report into consulting or marketing, for example – and the challenge of making “every single study provocative and surprising”. With thanks to Spiritland Productions.

Brought to you in partnership with High Beam Global, a full-service market research firm.

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This is a real ‘lessons learned’ Sense-maker session.

You might expect that from Brenna Sniderman at Deloitte, given her career to date in PR, media, research and now one of the Big Four. In this episode, she talks much sense about trends in research and the use of AI, and shares what makes her tick.

This podcast is brought to you in partnership with High Beam Global (HBG), a full-service market research firm.

Subscribe for more interviews with the world’s content leaders operating at the forefront of B2B thought leadership.

The first ‘Sense-maker sessions: Content leaders’ episode of 2026, filmed at Gotham Production Studios, introduces you to our first guest in banking – the warm and witty Anna Bernasek, Managing Director, Global Head of Insights at State Street.

Anna tells us about her colourful career history as a journalist and columnist and her entry into thought leadership via McKinsey, where she was a Senior Editor and Thought Partner.

Brought to you in partnership with High Beam Global, a full-service market research firm.