Other roles at Informa:Product Manager Marketing Sales

Enterprise · Sales Interview Guide

Interview language: English

How to Pass the Informa Sales Interview in 2026

The Informa DNA (TL;DR)

Informa's 'Informa Purpose' guides evaluations, seeking individuals who can articulate how their work contributes to clear, measurable outcomes, often referencing past achievements in terms of business impact or market trends. Interviewers assess strategic foresight and the ability to connect daily tasks to the broader company vision, as highlighted in their Full Year Results.

The Informa Interview Loop

Your onsite loop will typically consist of 5 rounds.

1
Round 1
Recruiter Screen
Motivation, territory fit, logistics.
2
Round 2
Sales Pitch / Demo
Pitching the company's product to a mock prospect.
3
Round 3
Deal Strategy
Pipeline management, multi-stakeholder navigation, MEDDIC qualification.
4
Round 4
Customer Discovery
Asking diagnostic questions, surfacing pain, qualifying.
5
Round 5
Behavioral / Leadership
Past evidence of ownership, influence, resolving conflict.

The Danger Zone: Top Reasons Candidates Fail

Based on our database of Informa interview outcomes, avoid these common traps:

Describing an unresolved conflict or unprofessional behavior.
Vague or theoretical approach to territory development without actionable steps.
Focusing only on compensation or career progression without demonstrating genuine interest in the industry or company.
Focusing only on winning the argument rather than finding a resolution.

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Every round, the exact grading rubric interviewers score against, all the questions, and unlimited mock-interview practice. Free account, no credit card.

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Test Yourself: Real Informa Questions

Three real prompts pulled from our database.

Type · territory fit

Describe your experience selling into the sectors Informa serves (e.g., marketing, finance, healthcare, technology). How would you approach building a territory from scratch here?

Type · qualification

Imagine a prospect is interested in our data intelligence products but is hesitant about the cost. How would you assess if this is a genuine need or just a 'nice-to-have' for them?

Type · conflict resolution

Tell me about a time you had a significant disagreement with a colleague or manager regarding a marketing decision. How did you handle it, and what was the outcome?

+ many more questions, signals, and worked examples

Unlock the Informa rubric, free

Informa Interview Question Bank

A sample from our database, grouped by round. Sign up to see the full set.

10 of 14 questions shown

Recruiter Screen

1
Type · motivation
Why are you interested in a sales role at Informa, specifically within our media and events division?
2
Type · territory fit
Describe your experience selling into the sectors Informa serves (e.g., marketing, finance, healthcare, technology). How would you approach building a territory from scratch here?

Sales Pitch / Demo

3
Type · mock pitch
Imagine you are selling our 'Informa Connect' platform (a hypothetical integrated event and digital content solution for B2B audiences). Pitch this to a Head of Marketing at a mid-sized tech company who is struggling with lead generation and brand visibility.
4
Type · product knowledge
How would you differentiate Informa's portfolio of brands and events from competitors like Reed Exhibitions or dmg events?

Deal Strategy

5
Type · pipeline management
Walk me through your process for managing your sales pipeline. How do you prioritize opportunities, forecast accurately, and ensure deals move forward?
6
Type · deal qualification
Describe a complex B2B sales cycle you managed involving multiple stakeholders (e.g., IT, Procurement, Business Unit leaders). How did you navigate these relationships and qualify the opportunity using a framework like MEDDIC?
+ 1 more questions in this round (sign up to unlock)

Customer Discovery

7
Type · diagnostic questioning
A potential client, the VP of Events for a large financial services firm, mentions they are 'looking for better ROI from their event sponsorships.' What are the first 3-5 diagnostic questions you would ask?
8
Type · pain identification
How do you typically identify the 'true' pain points a prospect is experiencing, beyond what they initially state?
+ 1 more questions in this round (sign up to unlock)

Behavioral / Leadership

9
Type · ownership
Tell me about a time you identified a significant opportunity for improvement within your sales process or territory, and what steps you took to implement the change.
10
Type · conflict resolution
Describe a situation where you had a disagreement with a colleague or manager regarding a sales strategy or client approach. How did you resolve it?
+ 2 more questions in this round (sign up to unlock)

Unlock all 14 Informa questions, free

No credit card. Every question with its framework, the grading signals interviewers score against, and a worked answer for each.

Unlock all 14 Informa questions

Interview tracks at Informa

How Informa's DNA translates across functions. Pick your role.

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Practice Informa interviews end-to-end

Informa Mock Interview

Run a live mock interview with our AI interviewer using Informa-style prompts. Get scored on structure, signal, and answer length - exactly how the real loop grades you.

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STAR Stories for Informa Behavioral Rounds

Build a Story Bank of your past wins, mapped to the leadership signals Informa interviewers grade on. Reuse them across every behavioral round.

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Informa Interview Prep Hub

The frameworks behind every Informa round: CIRCLES for product sense, hypothesis-driven debugging for analytical, STAR for behavioral. Learn each one in 10 minutes.

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Interview Frameworks

CIRCLES, STAR, AARRR, RICE, MECE. The exact frameworks that make Informa interviewers nod instead of frown. Step-by-step playbooks with the moves and the pitfalls.

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Sample answers

What a strong answer to these Informa interview questions shows.

Describe your experience selling into the sectors Informa serves (e.g., marketing, finance, healthcare, technology). How would you approach building a territory from scratch here?

A strong answer shows: Knowledge of target industries; Territory planning skills; Proactive business development mindset.

Imagine a prospect is interested in our data intelligence products but is hesitant about the cost. How would you assess if this is a genuine need or just a 'nice-to-have' for them?

A strong answer shows: Qualification rigor; Understanding of value vs. cost; Ability to quantify potential ROI; Consequence-based questioning.

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