← FormAssembly Inc.
FormAssembly Inc. role-play cheat sheet
For the mock cold call at the end of most SDR interviews.
What they sell, in one line
Secure web form software that collects data and sends it straight into Salesforce and other systems.
Who you'd be calling
Salesforce admins, operations and IT leaders, and program or marketing managers at nonprofits, universities and larger organizations.
Your opener
“Hi, this is Sam. I'm calling because I work with teams that use Salesforce and collect data through web forms, and I'm curious how that works at your organization. Do you have a quick minute?”
Problems you solve for them
- Forms don't connect cleanly to Salesforce, so staff re-enter data
- Data collected is messy, incomplete or hard to keep compliant
- Sensitive data like student or donor information needs better security
Discovery questions to ask
- What forms do you use to collect data today, and where does that data end up?
- Does anyone have to copy or clean up data from forms by hand?
- Do you collect any sensitive information that has privacy or compliance rules?
Objections they'll throw at you
“I'm busy.”
→ Of course, I'll keep it short. Can I ask just one question about how form data gets into Salesforce?
“We're not interested.”
→ That's fine. Is that because forms are working well for you, or you haven't looked at it lately?
“We already have a form tool.”
→ Makes sense. Does it send data straight into Salesforce, or does someone clean it up first?
“Send me an email.”
→ Happy to. What should I focus on, saving admin time, cleaner data or security? Then we can book a short chat to review it.
Competitors worth knowing
Formstack, Jotform
Interview tips for this company
- Learn what Salesforce is and why connecting forms to it matters. A few plain-English sentences will go far.
- Be ready to handle different buyers, since nonprofits, universities and enterprises care about different things like budget, privacy and scale.
Written from public information about FormAssembly Inc. to help you practice. Ask an insider what their role play looked like; it's the best prep there is.