You don't have a content problem. You have a point of view problem.

this article is part of breakout sessions, a series where sachin gupta sits down with top marketing leaders to talk about what's actually working in b2b gtm. this one features olga noha, global vp of integrated marketing and brand strategy at creatio — a $1.2b saas unicorn — and three-time cmo who has spent 20 years scaling b2b marketing functions from zero to category leader. she's been recognized as global cmo of the year and was most recently cmo at grax, where she drove 47% pipeline growth in six months.

olga said it plainly during our conversation, and it's one of those things that sounds obvious until you actually sit with it:

"most brands don't have a content problem. they have a point of view problem. and ai just exposes it faster."

she's right. and if you're leading marketing at a b2b saas company right now, this should make you a little uncomfortable.

ai amplifies what you already are

the promise of ai in content is real. speed, scale, derivative assets from a single flagship piece, personalized copy across segments — all of it is accessible now in ways it wasn't two years ago.

 "Decision-making cycles have shortened dramatically. The work that used to take weeks now takes hours." - Olga

but here's the catch olga identifies: ai is a multiplier, not a starting point. if your brand voice is vague, your positioning generic, your point of view borrowed from industry language — ai will produce more of that. faster. at scale.

"if you don't have your unique brand voice, your values are generic," she said. "with ai, you're just amplifying mediocrity."

the companies that will pull ahead aren't the ones with the most sophisticated content ops. they're the ones that had something worth saying before they touched a prompt.

what a real point of view actually requires

olga runs a three-part system at creatio to protect brand voice as they scale with ai:

brand voice guidelines that go beyond tone. not just "we're conversational and direct" — but specific direction on how creatio sounds when engaging their icp, consistent across human writers and ai twins alike.

a human-led quality filter on every output. her team reviews everything. the first draft might be ai-generated, but the judgment of whether it's on-brand, emotionally resonant, commercially sharp — that stays with the human.

original thinking as a non-negotiable. "we never let ai do the thinking for us," she said. the strategic perspective, the insight, the angle — that has to come from a person. ai builds the copy around it.

the formula she landed on: ai for acceleration, human for the soul.

what this means for your gtm right now

if you're building out your content engine — or rebuilding it — the question isn't which ai tools to use. it's whether you have a foundation worth accelerating.

a few honest questions to pressure-test your point of view:

• can you articulate what your company believes that most of your competitors wouldn't say out loud?

• does your content regularly take a position, or does it mostly explain and inform?

• if ai scraped everything you've published in the last 12 months, would it produce something distinctive — or something that could belong to anyone in your category?

the brands that will compound the fastest in an ai-saturated market aren't the ones producing the most content. they're the ones that gave the model something worth amplifying.

olga noha is the global vp of integrated marketing and brand strategy at creatio.