Shahana Sen Mishra — Field notes

Operating

The Kitchen Gadget CMO.

We keep buying appliances. The customer is still waiting for dinner. On martech sprawl, half-used AI, and why the missing layer is orchestration, not capability.

Sep 1, 2026 · 7 min read

Strategy

The "Hyper-Personalization" Delusion in B2B

We know the buyer's name. We still don't know the decision. Why individually personalised outreach can make a buying group less likely to agree, and what to build instead.

Aug 27, 2026 · 6 min read

Strategy

It’s About Time You Retire Your Campaign Calendar

The campaign calendar was a brilliant solution to a problem we no longer have — human throughput. Here is why the campaign is being demoted from the operating system of marketing to an application that runs on it.

Aug 25, 2026 · 6 min read

Operations

How I'd build a marketing org chart that's relevant today

Every box on your marketing org chart was once a rational answer to a real constraint. The constraints are gone. The boxes are not. Here is the work chart that replaces them.

Aug 20, 2026 · 6 min read

Strategy

Meet the hidden buyer who never fills out a form

The person who kills your deal is often invisible to every system you own. They read everything, answer nothing, and say one sentence in a meeting that ends your quarter.

Aug 18, 2026 · 7 min read

Leadership

Stop celebrating hours saved with AI. It is an AI ROI trap.

Time and cost savings are input measures. Neither has ever moved a market. The three layers of AI ROI, and why most marketing business cases live in the wrong one.

Aug 13, 2026 · 6 min read

Leadership

The CMO is not disappearing. But the old version of the role might be.

Marketing activities can be distributed. Accountability for the customer cannot. Why the future CMO is an orchestrator, not a campaign owner.

Aug 9, 2026 · 6 min read

Strategy

The most expensive line item in marketing isn’t media

Every time strategy changes hands, it loses resolution. The real cost in marketing is not media or agency fees, it is the translations between thinking and doing.

Aug 5, 2026 · 6 min read

If you think AI will fix your marketing, you're barking up the wrong tree

AI isn't breaking marketing. It's exposing what we've spent years learning to work around — fuzzy positioning, contested data, and eleven days of approvals.

Aug 3, 2026 · 4 min read