Daniel Hayward

Also available on ScienceDirect

Cynthia D.M. Brown is president of Commonwealth Trust Company in Wilmington, Delaware.

This year, the marketing and learning and development (L&D) professions will look more similar than different. The reason? Training professionals are stepping into a world where engaging employees is as important as engaging customers. To keep up, they’re adopting strategies that marketers have been perfecting for decades — and they’re working. Selling the Learning Experience Gone are the days of launching a learning program and hoping employees will engage. Employees need a reason to care.