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

• Acknowledgments 10
• Contents 12
• Preface 20
• Chapter 1. What Is a “CMO of People”? 22
• Chapter 2. Impacting the Business as a CMO of People 32
• Chapter 3. How a CMO of People Designs the End-to-End Employee Experience 56
• Chapter 4. New Points of Leverage 74
• Chapter 5. Why Analytics Comes First 88
• Chapter 6. Case Study on a Mosaic of Measures 114
• Chapter 7. How We Handled HR Technology and Processes 126
• Chapter 8. Unconventional HR Leaders and the Role of the CEO 136
• Chapter 9. How to Build an Unconventional HR Team 154
• Chapter 10. Contrasting Models for the Future of HR 164
• Chapter 11. Conclusions 178
• Appendix A 184