The Cmo Of People

Instead of thinking of Human Resources as a kind of upgraded personnel department it can be thought of as an analogue to marketing. Just as the Chief Marketing Officer curates an experience to get the best lifetime value from customers, the head of HR can curate an experience to get the best lifetime value from employees. This book explores this new model and titles its leader as "The CMO of People." This new title encapsulates a business focused people function that has learned from the proven tools of the marketing function. The CMO of People creates a predictable and immersive employee experience that drives productivity and performance. In this pathbreaking book, Peter Navin and David Creelman discuss How to create a predictable and immersive end-to-end experience for employees How a CMO of People can overcome barriers and drive performance Why we need to structure the HR department differently How to find unconventional people to staff this unconventional model For a review of the book on the HR Bartender blog click here: https://www.hrbartender.com/2019/career-development/human-resources-future-skills/

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 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

Read 29 in-depth, candid interviews with people holding the top marketing roles within their organizations. Interviewees include CMOs and other top marketers from established companies and organizations—such as Linda Boff of GE, Jeff Jones of Target, and Kenny Brian of the Harvard Business School—to startups—such as Matt Price of Zendesk, Seth Farbman of Spotify, and Heather Zynczak of Domo. Interviewer Josh Steimle (contributor to business publications such as Forbes, Mashable, and TechCrunch and founder of an international marketing agency) elicits a bounty of biographical anecdotes, professional insights, and career advice from each of the prominent marketers profiled in this book. Chief Marketing Officers at Work: Tells how CMOs and other top marketers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their jobs entail, and the skills they use to thrive in their roles. Shows how top marketing executives continuously adapt to changes in technology, language, and culture that have an impact on their jobs. Locates where the boundaries between role of CMOs and the roles of CEOs, CTOs, and COOs are blurring. Explores how the CMO decisions are now driven by data rather than gut feelings. The current realities in marketing are clearly revealed in this book as interviewees discuss the challenges of their jobs and share their visions and techniques for breaking down silos, working with other departments, and following the data. These no-holds-barred interviews will be of great interest to all those who interact with marketing departments, including other C-level executives, managers, and other professionals at any level within the organization.

You’re only a startup CEO once. Do it well with Startup CEO, a "master class in building a business." —Dick Costolo, Former CEO, Twitter Being a startup CEO is a job like no other: it’s difficult, risky, stressful, lonely, and often learned through trial and error. As a startup CEO seeing things for the first time, you’re likely to make mistakes, fail, get things wrong, and feel like you don’t have any control over outcomes. Author Matt Blumberg has been there, and in Startup CEO he shares his experience, mistakes, and lessons learned as he guided Return Path from a handful of employees and no revenues to over $100 million in revenues and 500 employees. Startup CEO is not a memoir of Return Path's 20-year journey but a thoughtful CEO-focused book that provides first-time CEOs with advice, tools, and approaches for the situations that startup CEOs will face. You'll learn: How to tell your story to new hires, investors, and customers for greater alignment How to create a values-based culture for speed and engagement How to create business and personal operating systems so that you can balance your life and grow your company at the same time How to develop, lead, and leverage your board of directors for greater impact How to ensure that your company is bought, not sold, when you exit Startup CEO is the field guide every CEO needs throughout the growth of their company.

"China is, all at once, the world's most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing, raising the country to second behind the US in advertising spending, there have been many white papers, books, and reports on how to win. This book is different - it comes straight from the mouths, heads, and hearts of sixteen of the leading CMOs (Chief Marketing Officers) based in China. From Coca-Cola, Starbucks, McDonald0́9s, and Visa to local companies such as Lenovo and Bank of Communications. This is their story. These are their ideas."--Back cover.

Imagine how much you would learn if you could converse with 64 of the brightest minds in marketing. Now imagine if those conversations were focused on all the essential elements that go into being a top-notch chief marketing officer and organized into seven logical, intuitive categories. Now you can stop imagining, and start reading The CMO’s Periodic Table, an essential resource for the modern marketer. Over the last five years, thanks in large part to his friends at The CMO Club, author Drew Neisser has interviewed over 100 marketing leaders at prominent companies such as American Express, Audi, Belkin, Black Duck Software, Converse, College Humor, D&B, Dow, and many more. These interviews, 64 of which are highlighted in this book, reflect the fundamental diversity of challenges and subsequent solution sets deployed by each. Though these interviews don’t yield a magic formula, they offer something a bit more profound and definitely more fundamental—a compendium of elements that every marketer has or will need to examine in the very near future. Organized into a CMO-worthy periodic table modeled on the classic organization of the chemical elements, the chapters progress from basic challenges like research and strategy, to internal issues like culture change and managing up, to advanced, highly volatile subjects like risk-taking and changing agencies.