Sr Manager, Product Marketing - CRM

Description

This role is on Service CRM team with responsibilities including:

GTM Activation

Partner with Sales, Demand Gen, and Field Marketing to make sure messaging actually travels — not just to decks, but to deals

Build launch plans and run them. Own the milestones, drive the cross-functional coordination, close out the execution

Identify gaps in how the field positions Service CRM and build the content and programs to close them

Sales Enablement

Create the tools sellers use every day — pitch decks, talk tracks, battle cards, discovery frameworks, competitive objection handlers

Run enablement sessions that actually stick — live training, recorded content, whatever format gets adoption

Work closely with sales leadership and frontline reps to understand what's working in market and what's not

Competitive Intelligence

Know how ServiceNow stacks up against the competition and the broader field across customer service and field service — and build content that arms sellers to win

Track market moves, synthesize what matters, and get it in front of the right people quickly

Content & Programs

Build assets across the full funnel — thought leadership, event programs, customer stories, analyst materials

Prioritize ruthlessly. You'll have a lot on your plate; knowing what to say no to is as important as knowing what to build

Messaging & Positioning

Build the narrative for how ServiceNow wins— from value proposition to competitive frame to category definition

Translate product capabilities into customer-facing messaging that lands with customer service and CX leaders, field service and operations executives, and the sellers who take it to market

Keep the message current as the product and competitive landscape evolve — this isn't a set-it-and-forget-it job

Responsibilities

• This role is on Service CRM team with responsibilities including:
• GTM Activation
• Partner with Sales, Demand Gen, and Field Marketing to make sure messaging actually travels — not just to decks, but to deals
• Build launch plans and run them. Own the milestones, drive the cross-functional coordination, close out the execution
• Identify gaps in how the field positions Service CRM and build the content and programs to close them
• Sales Enablement
• Create the tools sellers use every day — pitch decks, talk tracks, battle cards, discovery frameworks, competitive objection handlers
• Run enablement sessions that actually stick — live training, recorded content, whatever format gets adoption
• Work closely with sales leadership and frontline reps to understand what's working in market and what's not
• Competitive Intelligence
• Know how ServiceNow stacks up against the competition and the broader field across customer service and field service — and build content that arms sellers to win
• Track market moves, synthesize what matters, and get it in front of the right people quickly
• Content & Programs
• Build assets across the full funnel — thought leadership, event programs, customer stories, analyst materials
• Prioritize ruthlessly. You'll have a lot on your plate; knowing what to say no to is as important as knowing what to build
• Messaging & Positioning
• Build the narrative for how ServiceNow wins— from value proposition to competitive frame to category definition
• Translate product capabilities into customer-facing messaging that lands with customer service and CX leaders, field service and operations executives, and the sellers who take it to market
• Keep the message current as the product and competitive landscape evolve — this isn't a set-it-and-forget-it job

Requirements

• We're not requiring a traditional product marketing background. We care far more about what you've shipped and activated than what your title has been. Strong candidates likely come from one or more of these backgrounds:
• Product marketing, solutions marketing, or competitive intelligence
• Sales enablement or revenue enablement leadership
• Demand generation or field marketing with a strong message ownership component
• GTM strategy or go-to-market leadership in a B2B SaaS environment
• Regardless of background, here's what we need to see:
• You've owned a GTM motion end-to-end — not contributed to one, owned one. You know what it took to get it across the line.
• You've built things sellers actually use. If your battle card lives in a drawer, that's a problem.
• You work well with sales. Not adjacent to sales — with them. You understand how deals get made.
• You're comfortable with ambiguity and operate without a fully paved road.
• You have strong opinions and the judgment to know when to hold them and when to let go.
• CRM, customer service, field service, or enterprise SaaS domain knowledge is a plus — but raw reps in the market matter more than category fluency.
• Experience & Qualifications
• 6+ years of experience in product marketing, sales enablement, GTM strategy, demand gen, or a combination
• Proven track record of building and activating GTM programs that drove measurable outcomes (pipeline, win rate, field adoption — any of these)
• Experience working in or closely alongside enterprise sales organizations
• Strong written communication — this role requires a lot of it and it needs to be good
• Comfortable presenting to and working with senior stakeholders, including sales leadership and executives
• Bachelor's degree or equivalent experience
• What Success Looks Like in Year One
• The field has a clear, consistent narrative — and they're actually using it
• Product launches hit the market with crisp activation plans and tight cross-functional execution
• Sellers have the tools they need to win competitive deals, and those tools are built into how they sell
• You've built strong working relationships with Sales, Product, and Marketing partners across the org
• You've established a reputation for getting things done, even when it's complicated
• For positions in this location, we offer a base pay of $148,900 - $260,600 , plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs.
• Compensation is based on the geographic location in which the role is located and is subject to change based on work location.
• Additional Information
• Work Personas
• We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work and their assigned work location. Learn more here . To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.