AMA: Writer VP, Demand Generation & Growth, Andrew Racine on Demand Generation Interviews

Of course practice will make you better, but a good way to scale your practice rather than waiting for each candidate is to practice with AI. I use WRITER weekly to brainstorm interview questions, assess the value of my questioning, as well as provide 2nd and 3rd level questions when I need to dig deeper with my questions. Also, as an interviewer, your goal is to find a candidates zone of genius. When you find it, you can see it in a candidate's eyes and they way they deliver their answers. When ...Read More

In my opinion, the best demand generation marketers are system thinkers who are experts at interpreting data, shipping campaigns, and working well with others. Marketing tools are a dime a dozen these days, and I care way less about someone's experience using a particular tool (this can be taught). Folks who can demonstrate that they understand what they are ultimately accountable for, pipeline and revenue, and inherently feel that responsibility in their core is a rare but beautiful thing. Cros ...Read More

The biggest red flag that I see time and time again from demand gen folks, as well as marketers in general, is the clear absence of results they've owned or driven through their actions. All too often candidates will simply share a list of the 'things' they have shipped or the areas of the business they 'owned', but only the good ones provide real life examples of the results they've driven. At the same time, if their results are all lead/mql-focused, without mentioning pipeline or revenue, that ...Read More

Some of my favorite questions include: Tell me about a time a campaign's outcome surprised you. Specifically, what did you learn and how did you adjust afterward? What is the most overrated marketing metric? How about the most underrated? How do you make sure you are aligned with your sales team? Has there been a time when you have disagreed, but committed to a plan based on their feedback? What were you doing the last time you looked at a clock and realized you had lost all track of time? What ...Read More