Sr Manager, Product Marketing - CRM

Job Description
What You'll Do 
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 

Qualifications
What We're Looking For 
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.
Equal Opportunity Employer
ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity,  veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.  
Accommodations
We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact globaltalentss@servicenow.com for assistance. 
Export Control Regulations
For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities. 
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Company Description
It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started.
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