Elissa Fink is the former CMO of Tableau, where she led the company from roughly $5 million to over $1 billion in ARR. After a storied career building one of the most beloved brands in B2B software, Elissa now sits on multiple boards and advises CMOs on how to combine brand and demand into unstoppable growth. In this episode, she joins host Adam Schoenfeld to unpack lessons learned on everything from marketing’s role in the boardroom to preventing small “trash can fires” from turning into full-blown “house fires.”

What You’ll Learn

How to communicate with the board so they truly understand marketing’s impact (without bogging them down in every funnel detail)

Why brand and demand go hand-in-hand—and how every “demand touch” is also a “brand touch”

The difference between good CMOs and great CMOs (hint: it’s all about curiosity, adaptability, and team empowerment)

Actionable tips for preventing small issues from becoming big crises, including Elissa’s “trash can fires” framework

How to maintain brand authenticity at scale and avoid “best-kept secret” syndrome

Elissa’s biggest ‘How to Fail as a CMO’ pitfalls and the importance of aligning with sales for overall company success

In This Episode, We Cover

(00:00) – Intro and warm-up• Elissa and Adam settle in, adjust cameras, and talk dogs, kids, and music before kicking off

(04:02) – The official start: Brand vs. Demand• Why every demand initiative also affects your brand and how to keep messaging consistent

(07:00) – Marketing’s seat at the board table• How boards think about marketing, what they really care about, and how to show competence

(14:00) – Good vs. Great CMOs• Why a fixed playbook can fail and how curiosity unlocks better problem-solving

(20:00) – Storytelling that resonates in the boardroom• Turning data into powerful customer narratives that remind stakeholders why they invested

(28:00) – “Pipeline is permission”• Ensuring your demand efforts drive real revenue, giving you freedom to invest in brand

(34:00) – How to fail as a CMO• Elissa’s tongue-in-cheek “chapters” on what not to do—from refusing to delegate to playing politics

(39:00) – Trash can fires vs. house fires• Identifying small problems early so they don’t become organizational crises

(45:00) – Brand authenticity at scale• Examples from Apple, Snowflake, and HubSpot on consistent messaging and mission-led marketing

(53:00) – Maintaining a clear head under stress• Elissa’s personal strategies for staying grounded and action-focused when chaos hits

(58:00) – Other marketing leaders to watch• Elissa’s shoutouts to top CMOs—what makes them excel and where to learn from them

(01:03:00) – Wrap-up and final thoughts• How to get in touch with Elissa, her perspective on lifelong learning, and parting advice

Enjoy this conversation with a legendary B2B marketer who helped build an iconic brand and continues to inspire the next generation of CMOs. If you’d like to connect with Elissa Fink, find her on LinkedIn or email her directly at elissa@elissafink.com. And if you have questions, comments, or want to share your own marketing stories, reach out to Adam Schoenfeld any time.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.peersignal.org

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