Sr. Manager, Product Marketing – CRM

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.

Join us to put AI to work for people.

Job Description

About the Role 

ServiceNow is building something genuinely innovative in CRM — and we need the people to match. This isn't a "storytelling" seat. It's a builder seat. You'll own how our CRM message hits the market and how our field actually uses it. That means writing the things sellers say, building the tools they use, running the programs that move pipeline — and doing it fast. 

If you've spent your career making decks look beautiful but haven't seen a deal close or a campaign activate, this probably isn't the right fit. If you thrive at the intersection of message, motion, and market — and you've got the receipts to prove it — keep reading. 

What You'll Do 

This role spans the full product marketing motion for ServiceNow Sales CRM, 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 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 — 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 

• Own the narrative for how ServiceNow wins in CRM — from value proposition to competitive frame to category definition 
• Translate product capabilities into customer-facing messaging that lands with CROs, RevOps leaders, and sales teams 
• Keep the message current as the product and competitive landscape evolve — this isn't a set-it-and-forget-it job 

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, sales tech, or enterprise SaaS domain knowledge is a plus — but raw reps in the market matter more than category fluency. 

Qualifications

To be successful in this role you have:

• 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 CRM 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 

FD21

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 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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