AMA: Microsoft Director of Integrated Marketing, Americas Customer Experiences, Guillermo Novillo on Demand Generation Interviews

Good DG Managers are able to connect data (i.e. core DG KPIs) with the business, which enables them to focus on the strategy and tactics that drive greater business impact. Good DG Managers are always in testing mode and adjust plans and tactics accordingly. Good DG Managers believe in the value of both branding and performance marketing; and they know how to align them. At its core, as mentioned in another question, good DG managers understand that the decision-making process is not linear, and ...Read More

"Best" DG interview question: How would you connect and align your company's marketing/DG goals with sales? Potential answer: First, we need to understand and differentiate the role of your marketing/DG strategy and plans vs the ones for sales. Second, agree on the goals and KPIs for both. Third, identify and agree one or more 'connectors' between your marketing/DG goals/KPIs and sales' goals/KPIs. For example, one of your marketing/DG goals might be to 'make customers ready to buy'. So, one of ...Read More

In B2B scenarios the decision-making process is not linear. It should be seen as a series of "tasks" that DMUs (Decision Making Units) make when exploring and considering products. This is the core technical must-have for DG managers. Everything else is the 'usual stuff' aligned to modern marketing principles across owned, earned and paid media channels: content, analytics, automation. Per the soft skills (and this is for any job), hiring managers are looking for people that are able to create c ...Read More

For case study questions, some candidates tend to focus on the tactics and how they would deliver a DG plan. During interviews, be strategic and curious first. Then, aim to showcase your problem-solving skills. Ask clarifying questions that would position you as someone that understands strategy. For instance, make sure you understand the context (market, goals, challenges, opportunities, etc.) and go from there. For behavioral questions, I always recommend following a 'framework' as you answer ...Read More

For senior LT DG roles (e.g., Director or VP level roles), the expectation is about how you would be able to drive innovation and transform your team and business for greater impact. This involves your skills and experience developing and delivering on your DG strategy + influencing key LT & stakeholders + coaching and empowering your team to drive great results. Use the STAR model to showcase your experience on these three areas; then, translate this and articulate on what would it take for ...Read More