Great interviewing is hard — but not impossible

Hiring is one of the most important things we do in business.

Too often, especially in go-to-market teams, we hire people who sound great in interviews… but don’t deliver once they join. That’s because we value people who can tell a strong story — and that’s fine. It’s a skill we need.

But we also need substance underneath the story.

Here’s how to interview with more clarity and consistency 👇

1️⃣ Decide the purpose of the interview.
What are you assessing?
-> Are you checking their ability to navigate complex deals?
-> Coachability?
-> Ad campaign skills?
Each interview should have a single, clear goal.

2️⃣ Use consistent, experiential questions.
Ask the same key questions to every candidate.
Focus on real experiences rather than theory.
Use prompts like:
-> “Tell me about a time when you…”
Then follow up with:
-> “What did you learn from that?”
-> “Why didn’t you try X?”
Avoid “How do you approach…” — it invites textbook answers, not real stories.

3️⃣ Double up on the obvious questions.
If you ask:
-> “What’s a deal you’re proud of closing?”
Follow with:
-> “Great — can you share another one?”
Most people prepare one polished story.
Few have two.

4️⃣ Write your notes right away.
-> Don’t wait 24 hours.
-> Don’t read your colleagues’ notes first.
-> And if AI summarizes the interview, double-check it carefully.
Make sure your write-up reflects YOUR personal view and the goal of that interview.

5️⃣ Always test for AI familiarity.
In 2025, a lack of curiosity about AI is a red flag.

Across a full set of interviews, you should cover every key area — with consistent structure and evidence-based insights.

You’ll learn how candidates actually operate, not just how they say they operate.