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ServiceNow is seeking a Senior Manager of Product Marketing for the Service CRM team. This role owns the complete go-to-market motion for the CRM product line, spanning GTM activation, sales enablement, competitive intelligence, content strategy, and messaging/positioning.
Key Responsibilities:
GTM Activation: Partner with Sales, Demand Gen, and Field Marketing to ensure messaging translates into deals. Build and execute launch plans with clear milestones and cross-functional coordination.
Sales Enablement: Create daily-use tools for sellers including pitch decks, talk tracks, battle cards, discovery frameworks, and competitive objection handlers. Run training sessions (live and recorded) that drive adoption, working closely with sales leadership and frontline reps to understand what works in market.
Competitive Intelligence: Track how ServiceNow positions against competitors in customer service and field service. Build content that arms sellers to win competitive deals. Synthesize market moves and communicate them quickly to stakeholders.
Content & Programs: Build funnel-wide assets including thought leadership, event programs, customer stories, and analyst materials. Prioritize ruthlessly across a full workload.
Messaging & Positioning: Develop the narrative for how ServiceNow wins—from value proposition to competitive framing to category definition. Translate product capabilities into customer-facing messaging for service leaders, operations executives, and sales teams. Keep messaging current as product and competitive landscape evolve.
This is not a set-it-and-forget-it role. Success requires end-to-end ownership of GTM motions, building tools that sellers actually use, strong collaboration with sales (not adjacent to sales), comfort with ambiguity, and the judgment to hold strong opinions while knowing when to adapt.
Requirements:
- 6+ years of experience in product marketing, sales enablement, GTM strategy, demand generation, or a combination
- Proven track record of building and activating GTM programs that drove measurable outcomes (pipeline, win rate, field adoption)
- Experience working in or closely alongside enterprise sales organizations
- Strong written communication skills (this role requires extensive writing)
- Comfortable presenting to and working with senior stakeholders, including sales leadership and executives
- Bachelor's degree or equivalent experience
- CRM, customer service, field service, or enterprise SaaS domain knowledge is a plus
Desired Background (not required):
Candidates may come from product marketing, solutions marketing, competitive intelligence, sales enablement, demand generation, field marketing, or GTM strategy roles in B2B SaaS environments. Title matters less than what you've shipped and activated.
