CMO Confidential Podcast Summary
Episode: Evan Wittenberg | Chief People Officer, VuMedi | What HR Really Thinks About Marketing
Host: Mike Linton
Release Date: May 13, 2025
Introduction
In this episode of CMO Confidential, host Mike Linton interviews Evan Wittenberg, the Chief People Officer (CPO) at VuMedi, to explore the intricate dynamics between Human Resources (HR) and Marketing. Drawing from Evan's extensive experience as a four-time CPO at companies like Pivot Bio, Ancestry, Box, and Hewlett Packard, the discussion delves into how HR perceives marketing functions, the evolving challenges faced by HR professionals, and the parallels between HR and marketing roles within organizations.
The Evolving Role of HR
Challenges in Leading HR Today
Evan Wittenberg highlights that over the past five years, leading HR has become exceptionally challenging due to a myriad of factors:
- COVID-19 Pandemic: Transitioning to remote work and managing employee concerns.
- Economic Shifts: Managing layoffs and the phenomenon of "quiet quitting."
- Political Influences: Navigating workplace politics and external societal pressures.
- Technological Advancements: Integrating AI and addressing its impact on jobs.
Mike Linton reflects on the unprecedented nature of these challenges:
"The chief people officer role has always been a little bit of a grab bag, hopefully a strategic one, but over the last couple years has taken on a whole bunch of curveballs because there's nowhere else really for those things to fit in organizational life." ([03:53])
HR and Marketing: Similarities and Overlaps
Perception of Marketing by HR
Evan observes that HR often views marketing as an "inconsistent function," with its remit varying significantly across organizations. He posits that if HR were to encapsulate how it views marketing, it would fall into two primary perceptions:
- Similar Functionality: Both HR and Marketing require a broad skill set that ranges from deep data analysis to creative artistry.
- Business Drivers vs. Service Functions: The best marketers and HR leaders focus on driving business success rather than merely performing their functional roles.
Mike Linton agrees, drawing parallels between the two functions:
"Both the people function and the marketing function are trying to help the business succeed and do what's right for the business." ([15:48])
Future Trends Impacting HR and Marketing
Diversity, Equity, and Inclusion (DEI) Challenges
Mike shares his concerns about the ongoing attacks against DEI initiatives:
"Regardless of whether the DEI programs are formally maintained, the fundamental issues of inequity in the workplace still need to be addressed." ([05:08])
He emphasizes that DEI remains crucial for creating an environment where all employees feel valued and can contribute effectively.
Artificial Intelligence (AI) and Job Dynamics
AI is reshaping entry-level roles, particularly in HR and Marketing:
- Impact on Entry-Level Positions: AI can handle tasks traditionally performed by entry-level employees, potentially hindering skill development and career progression.
- Need for Adaptation: Organizations must find ways to ensure that employees still gain the necessary experience and mentorship despite AI integration.
Remote Work and Mentorship
The shift to remote work has disrupted traditional mentorship models:
"It's really hard to get mentorship when you're not in a shared space." ([11:14])
Mike discusses the loss of informal interactions that facilitate learning and professional growth, posing challenges for both HR and Marketing functions.
Hiring Practices and Collaboration
Qualities HR Looks for in Marketing Candidates
Mike outlines key attributes HR seeks in marketing professionals:
- Learning Agility: Ability to adapt and learn new skills, especially in the rapidly evolving landscape influenced by AI.
- Collaboration Skills: Demonstrated ability to work effectively with cross-functional teams, navigating diverse perspectives to achieve business objectives.
He recounts an experience emphasizing the importance of collaboration:
"Can you demonstrate that you've been collaborative, not in a happy Hallmark card way, but actually doing the hard work..." ([27:32])
Interview Strategies for Candidates
Mike provides actionable advice for marketing candidates:
- Ask Critical Questions: Inquire about the company's commitment to the role and its impact on business outcomes.
- Assess Fit and Environment: Understand the company culture and whether it supports growth and learning.
Evan Wittenberg adds that candidates should engage with cross-functional decision-makers during the hiring process to ensure alignment and transparency.
Best Practices in HR and Marketing Integration
Embedding People Partners in Functions
Mike advocates for having dedicated people partners embedded within each function, including Marketing:
"Every org should have a people partner associated with it." ([22:31])
These partners attend staff meetings, understand specific issues, and support leaders in aligning HR initiatives with business goals.
Driving Business Outcomes
Both HR and Marketing should focus on driving meaningful business results. Mike stresses the importance of using data to present problems and solutions effectively:
"Here's the problem here. Here's my analysis of the data behind it... Here's a solution, and here's how we might implement it." ([20:22])
This approach ensures that both functions contribute strategically to the organization's success.
Practical Advice and Anecdotes
Mike Linton's Story from Saturday Night Live
Mike shares an entertaining anecdote from his time as a page at Saturday Night Live (SNL):
"I was sitting there, and I hear Joe yelling out for the live show... Rob Schneider ran out dressed in a wig, screaming and knocking people out of the way." ([33:44])
This story highlights the unpredictability and high-energy environment of live television, drawing a parallel to the fast-paced nature of HR and Marketing roles.
Advice on Career Progression
Mike advises professionals to focus on excelling in their current roles rather than prematurely seeking promotions:
"Do the job you were hired for, do it 120%, and you're going to get massive opportunities inside the company for other things." ([36:20])
He warns against the common mistake of prioritizing future roles over present responsibilities, emphasizing that excellence leads to organic growth opportunities.
Conclusion
This episode of CMO Confidential offers valuable insights into the intersection of HR and Marketing, highlighting the challenges and opportunities that arise when these two critical functions collaborate. Evan Wittenberg and Mike Linton provide a nuanced perspective on how organizations can navigate the evolving landscape shaped by technological advancements, changing workplace dynamics, and the enduring importance of diversity and inclusion. For professionals in HR and Marketing, the discussion underscores the importance of adaptability, collaboration, and a steadfast focus on driving business success.
Stay tuned for more episodes of CMO Confidential on Spotify, Apple, YouTube, and the I Hear Everything network.