Go-to-Market & Sales Strategy Topics
Market strategy, sales operations, territory design, and market expansion. Covers segmentation, channel strategy, and competitive positioning.
Customer Acquisition and Channel Strategy
Covers the strategic design, evaluation, prioritization, testing, measurement, and scaling of multi channel customer acquisition and growth programs. Candidates should demonstrate frameworks for comparing and prioritizing channels by metrics such as cost per click, cost per lead, customer acquisition cost, lifetime value, return on ad spend, payback period, conversion rates, and blended acquisition cost. The topic encompasses trade offs between paid channels that scale quickly but raise unit cost, organic channels that require investment but improve unit economics over time, partnerships and distribution programs that may ramp slowly but provide multiplier effects, and product led approaches such as viral loops and referral programs. Important skills include estimating addressable scale for each channel, forecasting unit economics and contribution to lifetime value, allocating budgets across channels and over time, sequencing channels for a new product or market, and balancing short term growth with long term channel investment. Candidates should be able to design and interpret experiments and attribution approaches, explain instrumentation and cross channel measurement, detect channel saturation and diminishing returns, and recommend how to pivot or scale channels based on performance data. The scope also includes practical operational constraints such as team capacity, creative and landing page requirements, compliance and tracking limitations, and how marketing, product, and partnerships integrate to maximize funnel conversion and retention.
Opportunity Identification and Growth Strategy
Methods for finding and prioritizing growth opportunities across accounts, products, and markets and for turning those opportunities into executable plans. Includes identifying upsell and cross sell use cases, new customer segments, adjacent markets, product extensions, geographic expansion, and partnership opportunities. Covers prioritization frameworks based on revenue potential, strategic alignment, ease of execution, and customer readiness, as well as planning execution steps such as building value propositions, internal alignment, and go to market tactics.
Strategic Growth Vision
Thinking strategically about company or product growth over medium to long horizons. Interviewers assess understanding of market dynamics, competitive positioning, customer acquisition and retention levers, channel strategy, and how growth initiatives tie back to product and business strategy. Candidates should explain how they balance short term acquisition tactics with building sustainable growth engines, set measurable growth targets, design experiments and metrics, and sequence investments to support scaling.
Growth Channels and Sales Enablement
Covers the selection and evaluation of growth channels and the tactics and organizational support that help convert leads into revenue. Topics include characteristics of paid, organic, referral, content, social, partnerships, public relations, and other channels; channel fit by business model and buyer type; channel mix and measurement; sales enablement practices including sales training, content and playbooks, sales engineering positioning, onboarding of sellers, and tools to accelerate seller performance; and tradeoffs between investing in channels versus direct sales or partnerships.
Customer Segmentation and Targeting
Covers identifying and articulating target customer segments and developing a focused go to market and product strategy for each. Topics include segmentation criteria such as demographics, firmographics, behavior, needs, willingness to pay, and adoption patterns; methods for validating segment opportunity; trade offs between targeting a narrow niche first versus pursuing a broader market; and approaches like land and expand. Candidates should explain how segmentation informs product prioritization, pricing, positioning, sales motions, acquisition channels, and success metrics. Interviewers may probe how to sequence segments, measure fit and traction, and adjust targeting when evidence suggests a pivot or expansion.