Sr Manager, Product Marketing - CRM

ServiceNow•Boston, MA

3d•$148,900 - $260,600

About The Position

The Sr Manager, Product Marketing role is on ServiceNow’s Service CRM team. The position owns go-to-market activation and messaging, partnering with Sales, Demand Generation, and Field Marketing to turn positioning into field execution and support deals. The role builds launch plans, coordinates milestones and cross-functional execution, identifies field positioning gaps, and develops content and programs to address them. The position creates and delivers seller enablement—including pitch decks, talk tracks, battle cards, discovery frameworks, and competitive objection handlers—and runs training in formats that encourage adoption. It works closely with sales leadership and frontline sellers to understand market performance. The role also tracks competitive and market developments across customer service and field service, synthesizes relevant intelligence, and equips sellers with useful content. The Sr Manager develops content and programs across the funnel, such as thought leadership, event programs, customer stories, and analyst materials. It shapes and maintains ServiceNow’s narrative, value proposition, competitive framing, and category definition, translating product capabilities into customer-facing messaging for customer service and CX leaders, field service and operations executives, and sellers. The message must evolve as the product and competitive landscape change. Success in the first year means establishing a clear, consistently used field narrative; executing product launches with crisp activation plans and cross-functional coordination; equipping sellers to win competitive deals with tools integrated into their selling process; building strong relationships across Sales, Product, and Marketing; and becoming known for delivering in complex situations.

Requirements

At least 6 years of experience in product marketing, sales enablement, go-to-market strategy, demand generation, or a combination of these areas.
Proven track record of 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.
Bachelor’s degree or equivalent experience.
Experience owning a go-to-market motion end to end.
Experience building tools that sellers use and working closely with sales teams.
Ability to operate effectively amid ambiguity and without a fully established path.
Strong judgment and the ability to express and adapt opinions.

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 substantial messaging ownership.
Go-to-market strategy or leadership experience 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 deals and the field.
Build and execute launch plans, own milestones, coordinate cross-functional teams, and drive execution to completion.
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 seller enablement sessions using formats that drive 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.
Track competitive and market developments across customer service and field service, synthesize relevant information, and share it with appropriate audiences.
Build full-funnel assets and programs, including thought leadership, event programs, customer stories, and analyst materials.
Prioritize work and make sound decisions about which opportunities to pursue.
Develop and maintain the ServiceNow narrative, 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.