Field notes from CMO++ — Strategy, positioning & operating notes for B2B

Strategy

Your Brand Now Has Two Audiences: Humans and Machines

Why the next era of brand building will require marketers to be emotionally compelling to people, and evidentially legible to AI.

Shahana Sen Mishra·Sep 30, 2026·12 min read

Strategy

The discount that never ends.

Promotions on their own may no longer move demand. The consumer did not get tired. Our selling did. On reference prices, experience goods, and why the exit from the promotional spiral is real but narrow.

Sakshi D. Bhatia·Aug 28, 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.

Shahana Sen Mishra·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.

Shahana Sen Mishra·Aug 25, 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.

Shahana Sen Mishra·Aug 18, 2026·7 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.

Shahana Sen Mishra·Aug 5, 2026·6 min read

Strategy

Positioning is not a tagline. It's the operating system.

Most B2B companies confuse messaging with positioning. The cost shows up two quarters later, in pipeline that won't close and a team that can't explain why.

Shilpa Rao·Jan 22, 2026·2 min read