Sr Manager, Product Marketing - CRM

ServiceNow•Boston, MA

About The Position

The Sr Manager, Product Marketing role is on ServiceNow’s Service CRM team. It owns go-to-market activation, sales enablement, competitive intelligence, content and programs, and messaging and positioning for Service CRM. The role partners closely with Sales, Demand Generation, Field Marketing, Product, and other Marketing partners to build and activate launches and ensure the field has a clear, effective narrative and practical tools for selling. The position translates product capabilities into customer-facing messaging for customer service and CX leaders, field service and operations executives, and sellers. It develops and maintains assets across the funnel, including thought leadership, event programs, customer stories, analyst materials, and competitive sales tools. The successful candidate prioritizes effectively, works comfortably amid ambiguity, and builds strong relationships with sales organizations and senior stakeholders. In the first year, success means the field consistently uses a clear narrative; product launches are supported by well-executed activation plans; sellers have competitive tools embedded in their selling process; strong cross-functional relationships are established; and the employee is known for getting complicated work done.

Requirements

At least 6 years of experience in product marketing, sales enablement, go-to-market strategy, demand generation, or a combination of these fields.
Proven track record building and activating go-to-market programs that drove measurable outcomes, such as pipeline, win rate, or field adoption.
Experience working in or closely alongside enterprise sales organizations.
Strong written communication skills.
Comfort presenting to and working with senior stakeholders, including sales leadership and executives.
Experience owning a go-to-market motion end-to-end.
Experience building tools that sellers actually use.
Ability to work closely with Sales and understand how deals are made.
Comfort operating amid ambiguity without a fully defined path.
Strong opinions and sound judgment about when to maintain or adjust them.
Bachelor’s degree or equivalent experience.

Nice To Haves

Background in product marketing, solutions marketing, or competitive intelligence.
Background in sales enablement or revenue enablement leadership.
Background in demand generation or field marketing with a strong message ownership component.
Background in go-to-market strategy or go-to-market leadership in a B2B SaaS environment.
Knowledge of CRM, customer service, field service, or enterprise SaaS domains.

Responsibilities

Partner with Sales, Demand Generation, and Field Marketing to activate messaging in the field and in sales opportunities.
Build and execute launch plans, manage milestones, coordinate cross-functional teams, and complete launch execution.
Identify gaps in how the field positions Service CRM and develop content and programs to address them.
Create seller tools, including pitch decks, talk tracks, battle cards, discovery frameworks, and competitive objection handlers.
Run sales enablement sessions in formats that encourage adoption, including live training and recorded content.
Work with sales leadership and frontline representatives to understand what is and is not working in the market.
Assess ServiceNow’s position against competitors and the broader customer service and field service landscape, and create content that helps sellers compete.
Track market developments, synthesize relevant information, and share it promptly with appropriate stakeholders.
Build full-funnel assets, including thought leadership, event programs, customer stories, and analyst materials.
Prioritize work across competing demands and decide which initiatives to pursue.
Develop ServiceNow’s narrative, including its value proposition, competitive framing, and category definition.
Translate product capabilities into customer-facing messaging for customer service and CX leaders, field service and operations executives, and sellers.
Keep messaging current as the product and competitive landscape evolve.
Build and activate go-to-market programs that drive measurable outcomes such as pipeline, win rate, or field adoption.
Present to and work with senior stakeholders, including sales leadership and executives.