“The questions don’t really matter. What matters first is a clear understanding of what you need.” – Soham Mehta 1. DEFINE THE ROLE There is less variation in sales and marketing than tech, but your role should distinguish clearly between the two. Sales Internal sales, SDR, BDR NONO Marketing Digital / above the line, partnerships, brand/content, growth hacking TION TTION T 2. DEFINE THE KNOWLEDGE Decide on what specific experience/tools and knowledge. These elements should be part ALENT AALENT A of the test. SS Sales CRM (Salesforce), Prospecting tools (Duedil, LinkedIn), Deal SESSES sheet/productivity tech used SMENTSMENT Marketing Analytics (Kissmetrics, Google Analytics), CRM (Hubspot, Salesforce), CMS, SEO, PPC 3. DEFINE THE ATTRIBUTES Decide on what intellectual / mental skills or attributes you require for the role. The central challenge of the test should enable candidates to showcase these. Sales Persuasive, empathetic, good learner, talker/listener, competitive, optimist Marketing Analytical, good writer, organised, creative, trend aware 4. DEFINE ‘OTHER’ SUCCESS FACTORS If there are skills or traits that you kno w increase the likelihood of an employee being successful at your company, make sure you include a way to check for that skill or trait. It could be something so simple as ‘their ability to work in a team’, ‘genuine product interest’, or ‘they are not coachable’. These skills and traits often transcend the role and relate to company culture and values. 7575