← Confido
Confido role-play cheat sheet
For the mock cold call at the end of most SDR interviews.
What they sell, in one line
AI-powered operating system that helps consumer packaged goods brands manage finance and trade spend.
Who you'd be calling
CFOs, VPs Finance, Heads of Trade/Revenue Growth Management and FP&A leaders at mid-size CPG brands.
Your opener
“Hi Sam, this is Alex from Confido. I know I'm calling out of nowhere. We help CPG brands get a clearer handle on trade spend and finance. Is that something your team deals with?”
Problems you solve for them
- Trade spend is a huge cost and is hard to track against results
- Finance teams rely on spreadsheets and manual reconciliation
- Deductions and retailer promotions are slow to verify
- Leaders can't see what promotions actually paid off
Discovery questions to ask
- How do you track trade spend and promotion results today?
- How much of your finance team's time goes into spreadsheets and reconciliation?
- When a promotion ends, how do you know if it was worth it?
Objections they'll throw at you
“I'm busy right now.”
→ No problem. Could I call back at a better time, or would a short email with one question work better?
“We're not interested.”
→ Understood. Is trade spend already well under control, or just not a focus right now?
“We already use something for this.”
→ Good to hear. Does it connect finance and trade in one place, or do you still end up bridging data in spreadsheets?
“Send me an email.”
→ Sure. Who on your team handles trade spend, so I address it to the right person?
Interview tips for this company
- Learn the basics of CPG: brands sell through retailers, and trade spend is money paid to retailers for promotions and shelf placement.
- The company profile is thin, so research the product and the CPG finance problem before the interview and say so honestly.
- Ask the interviewer who the typical buyer is, which shows good discovery instincts.
Written from public information about Confido to help you practice. Ask an insider what their role play looked like; it's the best prep there is.