Elissa Fink, former CMO of Tableau, led the company from its startup phase through its IPO and beyond. With a focus on helping people see and understand data, she emphasized the importance of human connection in marketing. Elissa's expertise extends to advising tech companies and serving on boards for companies like Intellimize, Pantheon Platforms, and Cumulo. Her passion for creativity, collaboration, and brand strategy has made her a respected leader in the industry.

You'll hear Lindsay and Elissa discuss:

Using data and intuition in marketing: Marketers should utilize both data and intuition in decision-making to get a more complete picture and make better decisions.

Focus on people in enterprises: It's crucial to remember that marketing should target people within enterprises, not just the organizations themselves, to appeal to emotions and build relationships.

Brand as a relationship: Branding is about building a relationship between humans and a company, emphasizing trust, credibility, and emotional connections.

Balancing brand and demand: Every demand touch should also be a brand touch, ensuring consistency in messaging and reinforcing the brand promise for more effective marketing.

Inbound leads: Prioritizing inbound leads over outbound campaigns allows for a customer-centric approach, meeting customers on their terms and fostering long-term relationships.

Mission-driven leadership: A clear and simple mission statement, like "helping people see and understand data," serves as a guiding principle for decision-making and aligning actions with the brand promise.

Utilizing persuasion principles: Understanding human behavior and decision-making, as outlined in books like "Influence" by Robert Cialdini, can inform marketing strategies and improve customer engagement.

TV show recommendations: Enjoying TV shows like "Curb Your Enthusiasm" and "Tokyo Vice" can provide entertainment and insights into human behavior and different cultures, offering a break from work.

Personal connections: Building relationships and being open to communication with others, whether in work or personal life, can lead to valuable connections and opportunities for growth.

Continuous learning: Remaining open to new experiences, cultures, and perspectives, like through TV shows or books, can broaden one's understanding and enhance personal and professional development.

Resources

Elissa Fink on LinkedIn | Website