CMOs still need to answer questions about return on investment (ROI ) in the marketing department. Rejecting click-based attribution doesn't remove that responsibility. What it does require is a more credible way to explain how content creates value in complex B2B environments.

Custom GPTs promise better AI content, but without editorial guardrails they often accelerate the problem. Here’s why B2B teams need better standards, not just better prompts.

B2B content ROI feels broken because most organisations measure it using attribution models designed for performance marketing. In complex buying environments, content creates value through cumulative contribution to decisions, not isolated clicks.

AI has collapsed content cycles and exposed gaps in marketing leadership models that were built for slower workflows. Strong AI content governance now sits at the centre of CMO accountability, shaping how organisations maintain coherence, manage risk and protect credibility.

Caroline Warnes joined The Fractional CMO Podcast to discuss LinkedIn strategy, long-cycle B2B content, repurposing and staying visible in an AI-heavy landscape.