Sales Process & Business Acumen Flashcards
Can you walk me through your sales process?
My approach to sales is simple: find the revenue opportunity, align CRO to business goals, and make the value clear.
1️⃣ Start with discovery – I dig into the client’s marketing funnel to find where they’re losing revenue—whether that’s wasted ad spend, friction in the conversion path, or retention issues.
2️⃣ Tie CRO to business impact – I position CRO as a profitability driver, not just a testing tool—focusing on how it improves MER, lowers CPA, and increases LTV.
3️⃣ Show proof of value – I use data and quick wins to build trust, then expand CRO into other areas like personalization, lifecycle marketing, and full-funnel optimization.
4️⃣ Drive long-term growth – Once we prove impact, I look for ways to scale CRO efforts across multiple channels, so we’re not just fixing problems but creating compounding revenue growth.
What are the key objections you’ve encountered when selling CRO, and how do you overcome them?
I usually hear three big objections, and I tackle them by making CRO about business impact, not just site tweaks or media content/creative updates.
1️⃣ CFO skepticism – ‘We need revenue now, not optimizations.’
I counter this by showing that CRO directly improves MER by increasing revenue from existing traffic, reducing waste in paid spend.
I show how CRO increases MER by improving the efficiency of every marketing dollar spent. For example, if a company spends $100K on paid media and generates $300K in revenue, their MER is 3.0. If their site’s conversion rate is currently 2%, but through CRO we increase it to 2.5%, that same $100K in ad spend now generates $375K in revenue, increasing MER to 3.75—all without spending a dollar more on acquisition.
By optimizing the onsite experience, checkout flow, and customer journey, CRO ensures that brands maximize the value of their existing traffic, reducing wasted ad spend and improving profitability.
2️⃣ CMO misunderstanding – ‘We’re already testing things in paid media.’
I explain that CRO makes paid media more efficient—if they’re paying for traffic, but their landing pages don’t convert, they’re burning money.
3️⃣ Data-Deprived Organization ‘We don’t have enough data.’
– I offer a quick-win, low-risk test that provides insights fast, showing them CRO’s impact before they commit fully.
If I should get this role, I would use fusepoint’s modeling and first-party data strategies to help them make smart testing decisions, even with limited data.
If you were pitching Power Digital’s CRO services, how would you position our value?
Power Digital’s CRO isn’t just about running tests—it’s about driving real revenue growth by fixing conversion leaks, wasted ad spend, and friction in the customer journey.
What makes us different?
✅ Data-Backed Strategy – We use fusepoint’s AI and MMM models to identify high-impact CRO opportunities.
✅ Incrementality-Focused CRO – We don’t just improve conversion rates; we prove how CRO increases total revenue across channels.
✅ Full-Funnel Optimization – Our CRO doesn’t stop at checkout pages—we optimize the entire customer journey, from ad click to repeat purchase.
Bottom line: We make marketing dollars go further and turn more traffic into revenue.
How do you tailor a CRO sales pitch for different stakeholders?
I make CRO relevant to what each stakeholder cares about:
CEOs & CFOs: I talk about profitability—lowering CAC, increasing MER, and driving MRR. They don’t care about button colors, they care about revenue.
CMOs & Growth Teams: I show how CRO improves every marketing channel—better conversion rates mean more effective paid media, stronger organic performance, and higher retention.
Paid Media Teams: I tie CRO to incrementality testing—proving how it boosts ROAS by making their traffic work harder.
It’s all about making CRO feel like a must-have for their role, not a nice-to-have.
How do you assess the incremental impact of a marketing channel with a low direct ROAS but potential high indirect value?
The mistake most brands make is looking at ROAS in a silo—but what really matters is total business impact.
To measure incrementality, I focus on:
✅ MMM + lift testing – Instead of relying on last-click attribution, I look at how turning off a channel affects revenue in other areas.
✅ Cross-channel behavior – If TikTok’s ROAS looks low, but we see a spike in branded search and direct traffic, it’s driving conversions in ways attribution models miss.
✅ CRO’s role in this equation – I ensure we’re not just measuring what drives traffic, but also what turns that traffic into revenue.
At the end of the day, incrementality testing tells us where to invest, not just where conversions are being tracked.
If a client had unlimited budget, what would your ideal CRO strategy look like?
With unlimited budget, I wouldn’t just focus on optimizing conversion rates—I’d build a full-scale, data-driven experience strategy that ensures long-term revenue growth, higher customer lifetime value, and lower acquisition costs.
Here’s how I’d approach it:
✅ Deep CX Research to Identify Root Causes – Before running any tests, I’d invest in customer journey mapping, voice-of-customer research, behavioral analysis, and usability testing to uncover why users drop off and what’s preventing them from converting. Instead of just fixing symptoms, we solve the core experience problems.
✅ Segmented CRO Testing Based on Behavioral & Psychographic Data – Using insights from CX research, I’d create highly targeted test strategies for different customer segments, focusing on personalized landing experiences, content optimization, and tailored conversion paths.
✅ Funnel-Wide Experimentation & Growth Strategy – Instead of just running on-site A/B tests, I’d test across the entire digital ecosystem:
Acquisition: Optimizing ad creatives & landing pages to match user intent.
Engagement: Improving site navigation, content hierarchy, and personalization.
Retention & LTV Growth: Testing email, SMS, and post-purchase nurturing to increase repeat purchases and reduce churn.
✅ AI-Driven Personalization & Predictive CRO Modeling – Leveraging fusepoint’s AI capabilities, I’d build predictive CRO models that anticipate which changes will drive the biggest revenue impact before tests even run—reducing wasted time on low-value optimizations.
✅ Lifecycle CRO: Moving Beyond Conversion Rate to Revenue Optimization – With unlimited resources, I’d integrate CRO directly into customer retention and brand loyalty strategies, optimizing:
Subscription & membership models
Customer onboarding flows
Upsell & cross-sell experiences
Customer support touchpoints
The goal wouldn’t just be short-term conversion lifts—it would be to create a seamless, data-backed customer experience that drives revenue efficiency, lowers CAC, and builds long-term customer loyalty.
