A Performance Marketer lives in the numbers and can smell a fluffy pitch in one sentence. They know their ROAS and CAC cold and they know which channel is slipping. The ones who get the call skip the story and ask where efficiency is dropping and what is capping their creative testing.
What a Performance Marketer actually cares about
A Performance Marketer is measured on ROAS, CAC, and cost per acquisition across paid channels. They buy to hold or improve efficiency at scale, so specifics beat narrative every time. Prep around the slipping channel and the creative bottleneck and every answer maps.
Discovery call questions for a Performance Marketer
Copy the list and cut it to the six or eight that fit the deal. Lead with the question that gets at the number they own, and let the rest earn their place. Each is tagged with the MEDDICC field it fills, so your notes drop straight into the CRM.
- What are your ROAS and CAC targets, and which channel is off them? (Metrics)
- Where is efficiency slipping as you scale spend? (Implicate Pain)
- Walk me through how a campaign gets built, tested, and cut. (Decision Process)
- How many creative variants can you test in a week, and what caps that? (Metrics)
- How much of spend is on channels you are unsure about? (Metrics)
- What is the most manual part of your workflow that eats hours? (Implicate Pain)
- What have you tried to improve efficiency, and why did it not hold? (Competition)
- If something improved ROAS, how does it get approved? (Decision Process)
- Who signs off on paid tooling and budget? (Economic Buyer)
- Ninety days in, what efficiency number proves this worked? (Metrics)
- Who would run it? (Champion)
Do not read the whole list. Pick six, open on the slipping channel and the creative bottleneck, and let the answers pull the rest. The prompt below tailors these to a real account.
Generate these for your exact account
The list is the floor. The call is won by grounding each question in their actual channels and ad presence, which you get from their site and ad library. That is the prep you skip. Hand it to Claude.
You are prepping me for a discovery call with a Performance Marketer at {{company}} ({{company URL}}).
First, read their website: what they sell, who they sell to, how they go to market, and any public signals about their priorities right now.
Then take the discovery questions below and, for each one, swap the generic blank for something specific to {{company}} and this Performance Marketer's world. Keep every question mapped to its {{MEDDICC}} field. Cut the list to the 8 that best fit this deal, sequence them broad to specific, and flag the ONE question most likely to surface a real gap I can act on.
Use only what you can read or reasonably infer, and mark anything inferred so I do not assert it as fact on the call.
QUESTIONS:
{{paste the list above}}Generate this for any account
- Discovery call prep skill →The Claude skill that tailors this whole list to a specific account and your framework (MEDDICC, BANT, SPICED).
- Sales discovery questions prompt →The copy-paste prompt version, tailored to the deal in front of you.
Frequently asked questions
What should you ask a Performance Marketer on a discovery call?
Lead with ROAS and CAC and where efficiency is slipping as spend scales. A Performance Marketer lives in the numbers, so vague questions lose credibility fast, and questions about the underperforming channel and the creative-testing cap land. Keep it to six or eight and map each answer to a qualification field.
How do you sell to a Performance Marketer?
Bring numbers, not adjectives. They optimize for efficiency at scale, so a pitch that names the channel, the CAC, and the testing throughput you improve wins. Use discovery to find where efficiency is leaking, then make the case in their own metrics.