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The Bridge · PERQ

Success Goes Beyond Data | Elissa Fink

June 3, 2020·18 min·1 clip
Elisa Fink, former CMO of Tableau, reveals how to choose success metrics that matter in a world where online and in-store collide.
Measurement comes first. The guest argues that teams should measure the new digital world early, even while the data warehouse and the measurements are messy. Keep it simple. The host takes that point and turns it into a business lesson: build the habit now, then let the data earn more weight as the questions get better. Mistakes are part of it. Waiting for a perfect setup years from now just delays the learning, so the episode pushes leaders to measure what they can and get sharper through repetition. The other thread is usefulness. When customers are living in an upside-down world, the guest says every interaction does not need a marketing message stapled to it. Help first. That might mean making someone smarter, adding context, offering perspective, giving advice, or making home life, work, shopping, or entertainment easier. The sale can breathe a little. Useful signals do not always come from big companies either; smaller companies showing success and growth can tell you plenty. Watch for those signals. The episode ties this back to The Bridge's premise: customers often shop and narrow their choices online before buying at a physical location. Measurement helps teams understand that shift. Start with the basics, improve the questions, trust the data a bit more, and make better calls about how to help. Marketing can earn appreciation when it acts like service. People notice when a company, vendor, or salesperson is trying to help, not just close. That trust matters in sales, because vendors and salespeople hear from many people and can spot signals across the market.

As heard by us

Measure early, stay useful, and let the data sharpen the next call.

Elisa Fink treats measurement as part of the work, not a reporting chore. She makes a simple case: start with the data you already have, use it to make the next call better, and do not wait for a perfect warehouse or model before paying attention.

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Need a calmer way to turn customer data into action?

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