Elissa Fink, the former Chief Marketing Officer at Tableau Software, is now a CMO Advisor to several companies including, Outreach, Exasol, and Intellimize. She also serves on the Board of Directors for Pantheon Platform and Concora, granting them insight into how to drive marketing campaigns and convert leads to sales.
In her 11 years at Tableau, Elissa was a key driver in expanding its marketing from ~$5 million to over $1 billion in revenue. She is also credited for developing the Tableau brand and cultivating the loyal and enthusiastic Tableau fanbase from 2,000 to 65,000 customers in addition to millions of users.
Elissa is an adjunct professor teaching B2B Marketing at the University of Washington – Michael G. Foster School of Business and was selected as MBA Professor of the Quarter in Spring 2020.
Here’s a glimpse of what you’ll learn:
- Elissa’s transition from studying English in college to working in marketing
- Understanding consumer psychology
- What brought Elissa Fink to Tableau?
- Aligning with your company’s mission and connecting with the consumer and how they use your product
- What are the biggest challenges when operating at scale and how do you combat them?
- The balance between bureaucracy and authenticity
- Elissa shares some of the early challenges she faced at Tableau and her lessons on delegation and support
- Combating message deterioration with hiring the right person
- What are the benefits of cultivating a relationship with design agencies in the first project?
- The hard and soft skills that will help you grow your career
- What are the common mistakes people make when using data to grow their business?
- How to maintain and build your relationship with your customers in the middle of a global pandemic
- Elissa provides advice to her 21-year-old self as she reflects on her journey in marketing
In this episode…
Marketing is a delicate balance between maintaining your authenticity and creating a product that will generate revenue. Whether you can connect with your target audience on a miniature scale or globally, one thing remains at the forefront of every encounter: relationships. Elissa Fink, CMO Advisor and Adjunct Professor at the University of Washington – Michael G. Foster School of Business, emphasizes the importance of content design, delegation, and the connection with the mission of your company.
In this week’s episode, Brendan Dell joins Elissa Fink, CMO Advisor and Adjunct Professor at the University of Washington – Michael G. Foster School of Business, in a conversation on marketing originality and the power of a simple message. Elissa talks about her time at Tableau and how she grew their marketing brand from $5 million to $1 billion in revenue. She also discusses logic versus emotional marketing and the importance of building a team with different types of expertise.
Resources Mentioned in this episode
- Brendan Dell
- Brendan Dell on LinkedIn
- The 12 Immutable Laws of High-Impact Messaging
- Elissa Fink on LinkedIn
- Elissa Fink’s website
- Elissa Fink on Twitter
Sponsor for this episode…
This episode is brought to you by B2H.
Founded by an award-winning marketer, author, and Founder of the Daily Creative, Brendan Dell, B2H Agency creates unignorable tech companies—the kind where people search for who you are rather than what you do. They have created six, seven, and eight figures in growth for companies like Cvent, Expedia Group, UserTesting, Radar First, Panasonic, Brother.
B2H employs a human-centric approach to branding, copywriting, and demand generation that increases conversions, grows revenue, and dramatically improves the ROI on marketing spend.
Get the unignorable framework atwww.b2hagency.com and contact them today and request for a free assessment on your messaging, automation, and your buyer centricity that can help you identify 3 quick wins, 3 long-term marketing-moving opportunities.
For those who feel like they have goals that they can’t quite reach, be sure to visit www.thedailycreative.com to get a free copy of the F.E.A.R. framework.
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