Strategy question
How would you ideate, scope and execute a new partnership (partner) for Facebook Marketing Partners Program?
- Meta
- Strategy
- Hard
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What this question tests
Tests partnership strategy execution: sourcing, scoping, and launching a new partner category with clear mutual value.
How to approach it
- Define what a Marketing Partner is: agencies and tech vendors that help businesses succeed on Facebook's ad platform.
- Identify a gap in the current partner roster, such as underrepresentation in a fast growing category like AI powered ad creative tools.
- Propose the ideation step: scanning the ecosystem for vendors solving a real advertiser pain point not yet covered by existing partners.
- Define scoping: certification requirements, data access levels, and co marketing commitments for the new partner category.
- Propose execution: a pilot cohort of a few partners before opening the category broadly.
- Define success: advertiser adoption of tools built by the new partner category and resulting ad spend lift.
What a strong answer includes
- Identifies a specific, real gap, for example AI powered ad creative generation tools underrepresented among current partners, rather than a vague new category.
- Scopes clear certification criteria, data access limits, and performance benchmarks partners must meet before being listed, protecting advertiser trust.
- Proposes piloting with a small cohort of two or three vendors before a full category launch, to validate advertiser value first.
- Sets a measurable goal, for example a stated increase in ad spend or campaign performance among advertisers using the new partner category's tools.
Common mistakes
- Proposing a partner category without identifying a specific, validated gap in advertiser needs it fills.
- Skipping a pilot phase and launching broadly without validating partner quality and advertiser value first.
Likely follow-up questions
- How would you vet a new partner's quality before certifying them?
- What would make you shut down a partner category that underperforms?
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 4: Discovery and strategy for AI products
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 14: Get the job: the AI PM interview loop