The CMO of People: Manage Employees Like Customers

The extremely positive response to the first edition of The CMO of People from both practitioners and educators spoke of the value of fresh ideas along with specific steps on how to execute them. This second edition of Peter Navin and David Creelman’s pathbreaking book, with new sections including industry leaders’ insights from Nike, UKG, and DocuSign, corroborates the approach that sees the CMO of People as a business focused people function that utilizes the proven tools of the marketing function and creates a predictable and immersive employee experience that drives productivity and performance.

If the human resources function in your talent-centric organization is not bringing the excitement and business impact it should, you need a new mental model that approaches getting the best from people with the same mindset marketing uses to get the best results with customers. Just as the Chief Marketing Officer curates an experience to get the best lifetime value from customers, the head of HR, the CMO of People, can curate an experience to get the best lifetime value from employees.

This unique book discusses:

• What it takes to change the character and intensity of an organization
• How to run HR so that it has impact
• Why we need to structure the HR department differently
• How to find unconventional people to staff this unconventional model
• How to create a predictable and immersive end-to-end experience for employees
• How a CMO of People can overcome barriers and drive performance

The ideas are proven: The model has been successfully implemented at organizations

About the Author

Peter Navin is a proven human resources executive and business advisor. His expertise is in high growth, multi-product, public and pre-IPO organizations applied across industries including e-commerce, entertainment software, healthcare, financial services, on-line marketplaces, sports management, and venture capital. Partnering with leadership teams, Peter has been instrumental in architecting several award-winning, high performing cultures.

David Creelman is CEO of Creelman Research. He’s well-known for his research and writing on management. He’s had the privilege of working with think tanks around the world including the Workforce Institute (Boston), CRF (London), Talent Tech Labs (New York), and Works Institute (Tokyo). For other thoughts on management from Mr. Creelman check out Management for Scientists and Engineers: Why managing is still hard & if it will get better (Creelman Research Inc., 2021).