Sample Answer
Situation: At Meridian Solutions I inherited a junior AE cohort averaging a 15% demo-to-close rate for mid-market deals. Task: I was charged with doubling that rate to 30% within six months across a team of four. Action: I designed a data-driven coaching program. First, I instrumented the funnel in Salesforce and Gong to capture demo length, talk-to-listen ratio, objection frequency, and next-step clarity. We A/B tested two demo cadences and two pitch scripts across 60 opportunities. I ran weekly 1:1s using Gong snippets to highlight micro-behaviors (e.g., discovery questions, ROI framing) and implemented a standardized demo playbook in Highspot with three customizable templates (technical, financial, executive). I also introduced role-play sessions using Situation-Complication-Impact (SCI) questioning and a peer-review rubric. I tracked leading indicators: demo NPS, qualified next-step rate, and average deal velocity. Result: After six months the cohort hit a 32% demo-to-close conversion, reduced average sales cycle from 78 to 54 days, and increased average deal size by 12%, adding $420K in incremental ARR.
Keywords
Walk me through a recent multi-channel digital marketing campaign you managed end-to-end. How did you set objectives, choose channels, allocate budget, and measure success?
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