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.

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.

I’ve finally done something I’ve been threatening to do for years - I wrote a book. The Six-Week AI Content Sprint is for marketing leaders who want to bring AI into their content engine without losing the human edge. In just six weeks, it gives you a roadmap to build trusted, scalable processes that actually work, right across the business.

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.

AI content fatigue threatens B2B trust and SEO. Adopting a balanced approach, combining AI efficiency with human insight, keeps prospects engaged throughout the B2B sales cycle.