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.