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

Strategy

Who's Guarding Your Brand Voice While AI Does the Talking?

AI can apply a brand voice with real discipline. It cannot decide one. And when the model behind it changes, someone has to notice.

Shahana Sen Mishra·Oct 19, 2026·11 min read

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

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.

Shahana Sen Mishra·Sep 1, 2026·7 min read

The Kitchen Gadget CMO. — CMO++ field notes cover

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

The "Hyper-Personalization" Delusion in B2B — CMO++ field notes cover

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.

Shahana Sen Mishra·Aug 13, 2026·6 min read

Stop celebrating hours saved with AI. It is an AI ROI trap. — CMO++ field notes cover

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.

Shahana Sen Mishra·Aug 9, 2026·6 min read

The CMO is not disappearing. But the old version of the role might be. — CMO++ field notes cover

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.

Shahana Sen Mishra·Aug 3, 2026·4 min read

If you think AI will fix your marketing, you're barking up the wrong tree — CMO++ field notes cover