Five ROI metrics every CMO should add to their reporting pack to measure AI content investments. Balance upside with guardrails to prove AI’s value in B2B marketing

Fractional has become the corporate buzzword of 2025: fractional CFOs, fractional CMOs, fractional HR. At this rate, executive leadership...

Back in 2021, a B2B content calendar felt like a differentiator. Today, it is critical infrastructure. With AI fuelling more content than ever, the challenge is not creation but coordination. Calendars now act as the glue that keeps sales, marketing, SMEs and leadership aligned — ensuring campaigns stay strategic and outputs don’t unravel into noise.

B2B marketers are producing more content than ever — but sales still isn’t using it. This post explores the real causes of the content activation gap, why AI may be making it worse, and what needs to change across people, process and tools to fix it. If your content isn’t getting picked up, the problem isn’t just what you’re creating — it’s how it moves.

As AI reshapes content production, strong editorial judgement is more important than ever. This article explores what most content job descriptions miss in 2025—from fact-checking and brand alignment to strategic oversight. Learn what to look for in a modern Head of Content and why this role now demands seniority, not just speed. Ideal for marketers, founders and hiring leads building AI-era content teams.