A white desk near a large window showing a cityscape at sunset. The desk has a laptop, two cups, two notebooks, a stack of papers, and two potted plants.

Insights & Perspectives

Portrait of mature fractional CMO woman with long silver hair smiling, standing with arms crossed in modern interior space with bookshelves and plants in the background.

Strategic thinking on commercial growth, market leadership, and transformation for manufacturing and technology companies.

Practical insights from 25+ years leading commercial functions across global markets. Topics include growth acceleration, international expansion, product launch excellence, and building commercial & marketing capabilities that scale. There may also be a few soap box rants.

Manufacturing, Commercial Integration, Strategic Customer Focus, Customer Experience Michelle Haynes Manufacturing, Commercial Integration, Strategic Customer Focus, Customer Experience Michelle Haynes

The B2B revenue risk nobody designed – and nobody owns

Customer journey mapping is a cross-functional revenue tool for B2B manufacturers — not a marketing exercise. This article examines how internal optimisation creates invisible revenue risk across the buying and usage journey, why the damage often precedes disruption by years, and three diagnostic steps any leadership team can act on immediately.

Read More
Strategic Leadership, Industrial Marketing Michelle Haynes Strategic Leadership, Industrial Marketing Michelle Haynes

Strategic Product & Marketing Leadership in Industrial B2B: A Comprehensive Framework

A comprehensive framework for integrating product development and marketing functions to drive measurable business growth in manufacturing and technology companies. Learn the seven pillars of modern marketing and how cross-functional leadership creates exponential impact.

Read More