Customer Reference Specialist

ServiceNow•Orlando, FL

About The Position

As a Customer Reference Program Specialist on ServiceNow’s Customer Marketing team, you will manage the day-to-day operations of the customer reference program. You will match customers with prospects, coordinate reference calls and events, and maintain a current, healthy reference pool. In partnership with Customer Marketing, sales, product marketing, product management, and field marketing, you will turn customer success into proof that supports campaigns, content, and deals, helping sellers access the right customer proof at the right time. The role includes coordinating reference requests and meetings, recruiting and maintaining customer advocates, supporting cross-functional use of references, and tracking program activity and impact. You will balance internal needs with customer expectations, work independently on routine tasks, and take direction from your manager on new or complex projects. You will identify risks and gaps, propose practical solutions, and escalate issues early to protect customer commitments and program timelines.

Requirements

At least 5 years of related experience in marketing, customer advocacy, customer marketing, or a similar customer-facing program role.
Bachelor’s degree in marketing, communications, business, or a related field, or equivalent experience.
Hands-on experience with customer reference or advocacy programs, or comparable program coordination work.
Strong project management skills, including the ability to manage concurrent requests and drive them to completion.
Clear, concise, professional written and verbal communication skills, including communication with customers and senior stakeholders.
Sound judgment in applying established processes and resourcefulness in finding answers or support when information is missing.
Comfort working with data and tracking systems, including CRM systems, spreadsheets, and reference platforms.
Ability to collaborate across teams, follow through promptly, and work independently on routine tasks while taking direction on new or complex projects.

Nice To Haves

Familiarity with SaaS or enterprise technology.

Responsibilities

Match reference requests from sales teams to customers based on industry, product, use case, and region.
Use usage dashboards, Power BI, and other reporting tools to verify customer adoption and usage before matching a reference request.
Manage logistics for one-on-one and group reference calls, including outreach, scheduling, briefing materials, and follow-up.
Prepare reference meeting materials such as customer proof points, talking points, and call briefs.
Collect feedback from sellers and customers after calls and flag trends to the team.
Coordinate customer reference meetings for company events, including host preparation, session descriptions, meeting materials, attendee communications, and on-site logistics.
Manage registration and approval workflows, apply participation criteria, and coordinate with sales to confirm eligible attendees.
Partner with customer hosts to shape focused discussions that address prospect needs and highlight measurable customer outcomes.
Identify and recruit new reference customers with sales, customer success, marketing, and product management.
Maintain accurate reference records, including approvals, topics, availability, and participation history.
Monitor customer participation to prevent fatigue and distribute reference requests fairly.
Source advocates proactively to address priority deal needs, upcoming sessions, and coverage gaps across products, industries, use cases, and regions.
Work with Customer Marketing colleagues, field marketing, and sales enablement to incorporate references into events, campaigns, and deal support.
Ensure approved reference assets are easy for sales teams to find and use.
Participate in cross-functional project teams and contribute to program planning.
Guide sales teams through reference request and participation processes, communicating requirements, deadlines, and next steps.
Track reference usage and report on program activity and its impact on pipeline and deals.
Maintain dashboards and validate attendee, account, and opportunity data for accurate participation and influenced-pipeline reporting.
Recommend improvements to processes, coverage, and reporting based on data.
Collaborate across Customer Marketing, sales, product marketing, and field marketing while balancing internal needs with customer expectations.
Learn new tools, products, and customer stories quickly and apply them to the program.
Anticipate gaps and risks, propose practical solutions, and escalate issues early to keep customer commitments and program timelines on track.