279: Standing for a Data Culture with Tableau’s Jackie Yeaney

Jackie Yeaney, CMO at Tableau

Jackie Yeaney is the CMO at Tableau where she is responsible for empowering and educating people on seeing and understanding their data.

In this episode, Alan and Jackie discuss how she ended up at Tableau, what Tableau is working on, and how they go to market. Jackie has more than 20 years of experience as a marketer, but she started her career as an Air Force officer. Later on, they discuss what she thinks marketers should focus on and the misconceptions and responsibilities of being on a board of directors.

Jackie says that being a successful marketer “has far more to do with being data-driven, understanding your customer and the market better than anyone else, and putting your energy there to target and be relevant.” She believes companies win by doing these things. Not by screaming from the rooftops.

In this episode, you’ll learn:

  • The importance of seeing and understanding data
  • Maintaining brand voice during an acquisition
  • How to build trust and relevancy with your audience

Key Highlights:

  • [01:58] Jackie’s side hustle 
  • [04:34] Jackie’s career journey
  • [07:51] Who is Tableau? 
  • [09:58] Overcoming the fear of being data-driven
  • [12:22] Salesforce acquires Tableau 
  • [14:01] Maintaining Tableau’s voice in the acquisition 
  • [19:24] Building trust and relevancy with your audience
  • [23:54] The misconception of being on a board of directors
  • [30:12] An experience that defines Jackie, makes her who she is
  • [37:04] A topic marketers should be learning more about
  • [39:30] The brands and organizations Jackie follows
  • [41:42] The biggest threat and opportunity for marketers

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