Growth Marketing interview prep.

Behavioural questions to expect

1. Walk me through your CV.
2. Tell me about a programme where you owned a measurable pipeline or revenue outcome.
3. Tell me about a weakness, a failure, or feedback you have worked on.
4. Why enterprise SaaS growth — versus DTC, consumer growth, or brand marketing?
5. Why this motion — sales-led vs PLG vs hybrid?
6. Why the firm?
7. Walk me through the firm's product, ICP, and go-to-market motion in your own words.
8. How does growth marketing actually drive value at an enterprise SaaS firm?

Technical concepts to master

• Pipeline + attribution + funnel math

  B2B funnel waterfall (MQL -> SAL -> SAO -> closed-won) · Pipeline coverage ratio + velocity · Pipeline-sourced vs influenced vs blended attribution · Multi-touch attribution + MMM in B2B · CAC payback + magic number

• Demand gen + paid + content + SEO

  Paid LinkedIn — the dominant B2B paid channel · Content + SEO — the compounding asset · Webinars + virtual + field events · Nurture + lifecycle + marketing automation · Blended CAC + pipeline-sourced CAC

• ABM + intent + sales alignment

  ABM tiering — 1A / 1B / 2 / 3 · Intent data (third-party + first-party) · Account orchestration — the multi-channel motion · Marketing-sales SLAs + joint pipeline review · Tier-1 measurement — pipeline + SAO + closed-won + ACV uplift

• PLG + lifecycle + product marketing

  PQL (product-qualified lead) + threshold definition · PLG-to-sales handoff · Activation + time-to-value + product onboarding · Customer marketing + expansion + advocacy · Product marketing partnership (positioning, messaging, enablement)

Practical drills

• the firm has a $20M quarterly bookings target with a 3.5x coverage requirement ($70M open pipeline needed). Mid-quarter, open pipeline is $42M (60% of needed). Last quarter waterfall: 4,000 MQLs * 30% MQL->SAL * 40% SAL->SAO * $80K avg opportunity = $38.4M pipeline created. This quarter: 3,500 MQLs (down 12%) * 28% MQL->SAL * 35% SAL->SAO * $72K avg opportunity = $24.7M pipeline created. Walk through the diagnosis + first three moves with 8 weeks left.
• the firm wants to launch an ABM programme targeting 100 tier-1 enterprise accounts in a new vertical. Walk through how you'd design the V1 — list, intent, orchestration, sales alignment, measurement, cadence.
• the firm's blended CAC: 2 quarters ago $18K, last quarter $20K, this quarter $23.4K (+30% over 6 months). S&M spend $4M / quarter steady. New customers: 222 -> 200 -> 171. Channel mix shift: paid LinkedIn 30% -> 45% of spend; events 35% -> 15%; content + SEO 15% -> 15%; partner + outbound 20% -> 25%. Sales cycle + win rate roughly stable. Walk through the diagnosis + rebalance.

Smart-question anchors

• Pipeline coverage + waterfall posture — disclosed coverage, MQL/SAL/SAO definitions, sales-cycle reality
• Channel mix + paid efficiency — paid LinkedIn share, content + SEO maturity, events + field motion
• ABM maturity — tier-1 list, intent tooling, marketing-sales SLA, account orchestration cadence
• PLG + product-led demand — freemium / trial signups, PQL definition, sales-assisted motion design
• Marketing-sales-CS partnership — joint pipeline review, sales enablement, NRR + customer marketing ownership

Sourced from

Forrester + Gartner B2B revenue waterfall + demand-unit frameworks · 6sense + Demandbase + Hockeystack — ABM + intent data + multi-touch attribution · OpenView Partners — PLG operating frameworks + benchmarks · ICONIQ Growth + SaaStr + Bessemer — SaaS unit-economic + go-to-market benchmarks · B2B growth + demand-gen operator interview banks (Exponent, RocketBlocks, practitioner Substacks)