I look out for creative minds in individuals before employing them someone that is dedicated was creative and innovative mind to take my business to the next stage.The CV or resume is important because it embodies the professional abilities of the applicant. But you can learn more from the interview like determining the character if the applicant is introvert or extrovert. A marketing job requires someone with a gift of gab - good conversationalist and articulate in the topic of selling. It is not easy to get all the accurate picture of the person with the CV and interview but that can be the basis. That is why in some big offices they ask for another interview by the manager or even by the executive just to confirm the evaluation of the HR staff that did the first interview.