Technical abilities

• Paid media knowledge and campaign execution [8.5/10]: He walked through a Google Ads campaign build in a logical, ordered way, covering keyword research, competitor analysis, campaign structure, asset creation, and tracking setup in a sensible sequence. His CTR benchmarks were accurate. He called out 1.1% as a problem for search ads where 5-7% is the norm, and his explanation of how sustained low CTR degrades ad rank over time was technically sound. The landing page versus lead gen form conversation was a highlight. He gave a clear rationale for each scenario based on platform behaviour, friction levels, and how irrelevant form fills can corrupt ad algorithms by signalling the wrong audience back to the platform. His CPL and demo cost estimates for a niche B2B SaaS context were within a reasonable and defensible range.

• Funnel strategy and lead generation thinking [8.5/10]: This is where Harman feels most at home. His approach to diagnosing a CPL versus pipeline value gap was grounded in ICP alignment with sales first, which is the right instinct. He talked about running small experiments before scaling, building qualification friction into forms, using nurturing for leads that fit the ICP but aren't in a buying moment yet, and sitting down with the sales team to define what "poor quality" actually means before making any campaign changes. We think his handling of the webinar scenario was also genuinely practical – he sequenced the fallback options sensibly, acknowledged the limits of cold outreach for webinar registration, and raised the nuanced point that leads coming from CRM outreach serve a different purpose to net-new leads.

• Data, attribution and HubSpot [7.5/10]: Harman's tracks the right metrics for a B2B demand gen function, covering CPL, cost per SQL, cost per opportunity, and pipeline velocity, and he showed a clear understanding of what to surface to leadership versus what lives in his own day-to-day dashboards. His use of Google Analytics and MS Clarity together for landing page diagnostics was specific and practical, and his point about distinguishing a single week's conversion dip from a sustained four-week decline showed he doesn't over-react to noise in the data. On HubSpot, he has five-plus years of hands-on experience across free and enterprise licences, and he referenced it naturally throughout both calls in the context of lead routing, CRM integration with LinkedIn lead gen forms, and nurturing sequence logic. His cross-channel attribution framework, borrowed from Meta's 7-day click and 1-day view model, is a reasonable working heuristic but not a robust multi-touch approach. He acknowledged attribution is messy, but his answer on defending LinkedIn's pipeline contribution to a CEO leaned on impressions and clicks rather than assisted conversion data or pipeline influence reporting.

• Strategic planning and 90-day thinking [7.5/10]: We appreciated that Harman's 90-day thinking was able to cut through to the structural problem quickly. When given the client scenario, he immediately set aside the 600 LinkedIn followers and the unlabelled Canva assets and went straight to the fact that Google Ads had been paused for three months and the SEO agency had no clear conversion accountability; he identified those two things as the real issues before proposing anything. His sequencing was also sensible – learn the product first, validate or build the value proposition and messaging, do competitive and keyword research, build assets, then launch multiple campaigns simultaneously with a 30-day window to conclude AB testing before scaling what works. We think his decision to run experiments in parallel rather than sequentially was smart given the funding round timeline, and he explained the reasoning clearly.

Areas of growth