Who Should Be a Thought Leader? A CMO's Guide to Choosing the Right Voices

Thought leadership status should not be reserved for charismatic CEOs. The best thought leaders are credible, trusted, future-focused voices - and they're often found deeper inside the business. CMOs who broaden the search for thought leaders and subject matter experts (SMEs) beyond the executive suite unlock stronger ideas and richer expertise - and ultimately, better content.

What is a thought leader, and is it the same as an SME?

Most organisations have plenty of SMEs, or people who know their domain inside out. They understand the work, the detail, the risks and the reality. They are essential, and without them, the business does not function.

A thought leader is something different. They are the rare SME who can lift their expertise above day-to-day operations and translate it into insight that matters to the wider industry. They can see patterns early, articulate ideas clearly and connect the dots between what's happening now, and what's likely to happen next.

In other words, a thought leader is the top tier of SME capability. They're someone who can pair depth of knowledge with perspective, judgement and the ability to shape a conversation beyond their immediate team.

Not every SME needs to become a thought leader. But every thought leader begins as an SME.

When CMOs understand this distinction, they stop searching for charismatic “faces of the brand” and start looking for the people inside the organisation who have genuine potential. These are often the people the audience will trust most.

Why it matters who becomes a thought leader

Thought leadership eventually leads to influence. Sometimes that influence is commercial. Sometimes it becomes political or cultural. Either way, CMOs are gatekeepers of who gets the mic, which means the credibility of the brand rests on their judgement.

We have seen what happens when people with loud opinions use their platform to advance personal interest over public good. It creates noise and disruption, rather than genuine leadership.

Brands can't afford to elevate voices that are inconsistent, self-serving or volatile. Real thought leadership, including SME-led work, earns trust because it remains anchored in facts, lived experience and a genuine desire to help an audience understand something important.

Do thought leaders and SMEs need to be executives?

Not at all. Some of the strongest insights come from people who are nowhere near the executive suite. Most CMOs know this instinctively. The challenge is that organisations gravitate to hierarchy, even when the deeper knowledge sits elsewhere.

An SME in a specialist team might have a clearer view on an emerging industry threat than the CEO. A mid-level leader may have a better understanding of how technology changes will reshape workflows. An academic partner might lend credibility to a niche commercial insight.

The title matters far less than the substance. The real question is: who inside the organisation has ideas worth sharing?

What makes someone a strong thought leader (or SME voice)

There is no perfect profile, but certain traits show up again and again.

A strong thought leader thinks ahead. They have a sense of where the industry is heading and are willing to put their ideas forward without waiting for consensus. They're transparent and prepared to own their views, even when challenged.

Experience helps, though it doesn't have to mean decades in a role. Some of the most compelling voices are those who are still close enough to the work to see what others overlook.

Empathy is another underrated strength. When a leader genuinely understands the pressures their audience faces, their insights land with far more weight. This is often where SMEs excel: they know the real problems, because they solve them every day.

And then there is the simple matter of communication. You don't need someone who is polished and media trained - that can be taught. But they do need to be clear, open to collaboration and willing to work with the people who help shape the story.

How CMOs can identify the right internal voices

Look for people who consistently offer interesting perspectives during internal discussions. Pay attention to the SMEs who can explain a complex idea without drowning others in technical detail. Notice who sees patterns early, and who adds nuance when others reduce problems to slogans.

These are the people your audience will pay attention to and trust.

Thought leadership programs thrive when the CMO casts the net widely. Executives bring authority, other SMEs bring depth. Together, they create the kind of content that stands out in a crowded digital landscape.

One of the best examples I've seen was a collaboration between a department head and an academic researcher. The SME brought commercial relevance, while the academic brought rigour. Together, they created a piece of analysis that cut through in a way neither voice could have achieved alone.

Common mistakes in thought leader and SME selection

The most common misstep is defaulting to the most charismatic or senior person in the room. Charisma doesn't guarantee credibility, nor does seniority guarantee insight.

Another mistake is selecting someone who wants visibility for the wrong reasons. If the primary driver is personal status, the content will eventually reflect it.

And finally, overlooking SMEs. When organisations rely solely on executives for commentary, the thought leadership starts sounding like everyone else’s. The originality disappears. Always maintain some depth on your bench.

The opportunity most CMOs miss

Every business has people who think deeply and see what others miss. Many sit unnoticed in the structure, unaware that their perspective is valuable beyond their team.

When CMOs elevate these voices (alongside the executive team, not instead of), the organisation becomes more interesting, more trusted and more visible.

FAQs

Q: Do thought leaders need to be senior executives?

No. Some of the strongest thought leaders are SMEs with unique insight into a specific area of the business.

Q: What traits make someone credible as a thought leader?

Clear thinking, sound judgement, a future-focused view and the ability to communicate ideas in a way people understand.

Q: How do CMOs find good internal thought leaders and SMEs?

Look for people who consistently offer original insight, solve problems in unusual ways or spot patterns earlier than others.

Q: Can an SME be a thought leader?

Absolutely. SME-led thought leadership often delivers deeper and more useful content than traditional executive commentary.

Q: What is the risk of choosing the wrong thought leader?

It can undermine brand trust, especially if their views are inconsistent, poorly reasoned or driven by personal agendas.

Need help with your thought leadership program?

If you need support developing or strengthening your thought leadership roster, reach out. We can help you identify the right SMEs, shape their ideas and build a program that cuts through.