ServiceNow

Sr. Manager, Product Marketing - CRM

ServiceNow • $148K — $260K *
San Diego, CA 92121In-Person
Enterprise Technology
5 - 7 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 6+ years of experience in product marketing, sales enablement, GTM strategy, or demand generation.
  • Proven track record in creating effective GTM programs that deliver measurable results.
  • Experience collaborating with enterprise sales teams.
  • Strong written communication skills required for effective messaging.
  • Comfortable presenting to and engaging with senior stakeholders, including executives.
  • Bachelor's degree or equivalent experience.

Responsibilities

  • Partner with sales and marketing teams to ensure messaging drives real deals.
  • Develop and execute launch plans, overseeing cross-functional coordination.
  • Identify content gaps and create programs to enhance field performance.
  • Produce sales tools such as pitch decks and competitive objection handlers.
  • Conduct practical training sessions to facilitate sales enablement.
  • Analyze competitor performance and create empowering content for sellers.
  • Build and manage diverse marketing assets, prioritizing effectively across tasks.

Benefits

  • Health plans including flexible spending accounts.
  • 401(k) plan with company match.
  • Employee Stock Purchase Plan (ESPP).
  • Matching donations.
  • Flexible time away plan and family leave programs.
Full Job Description
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.

About ServiceNow

ServiceNow provides cloud-based solutions that define, structure, manage, and automate services for enterprise operations in North America, Europe, the Middle East, Africa, the Asia Pacific, and other countries. The company offers service management solutions, including incident, problem, change, request, and cost management as well as service catalogs; and IT, HR, facilities, and field service management solutions. It also provides IT operations management solutions covering service mapping, delivery, and assurance solutions; business management solutions such as financial management, project portfolio suite, vendor performance management, and performance analytics as well as governance, risk, and compliance; and application development services.

ServiceNow Careers

Join the dynamic team at ServiceNow, a global leader in digital workflow solutions, where innovation and leadership converge to shape the future of work. At ServiceNow, we offer more than just job opportunities; we provide a platform for professional growth and a chance to be part of a culture that values diversity, creativity, and continuous learning.

Work You’ll Do

Embark on a career journey with ServiceNow and contribute to the world’s leading enterprises' digital transformation. Our team is at the forefront of developing cutting-edge technologies that improve how people work. With ServiceNow, you will use your skills to impact businesses and industries profoundly, driving efficiency and innovation.

Join Our Market-Leading Team

ServiceNow is not just another technology company. We are a team that thrives on diversity and leadership, fostering an inclusive environment that promotes growth and development. Our commitment to diversity training ensures that every team member can achieve their potential.

Innovative Work

ServiceNow is home to more than 10,000 dedicated professionals who lead the charge in digital workflows and enterprise solutions. As part of our team, you will engage in projects that merge technology with practical applications, creating revolutionary products that advance how services are delivered and managed.

Career Development

At ServiceNow, your career trajectory is filled with boundless opportunities. We support your growth with robust training programs, leadership development courses, and access to global challenges. Whether you are looking for an internship, full-time position, or leadership role, ServiceNow equips you with the tools to excel.

Be Part of a Great Team

Working at ServiceNow means being part of a community that values teamwork and innovation. Our collaborative environment encourages networking and sharing ideas, making our workplace vibrant and dynamic. The benefits of joining ServiceNow extend beyond comprehensive health and wellness; they include fostering professional connections and friendships that last a lifetime.

Explore Job Opportunities and Internships

Whether you’re a seasoned professional or a recent graduate, ServiceNow offers a range of employment options to suit your career goals. From internships that provide real-world experience to full-time positions that challenge you to leverage your expertise, we are committed to hiring the best talent.

Stay Connected

Join Our Team Search open positions that match your skills and interests. At ServiceNow, we look for passionate, curious, and solution-driven team players. Explore the possibilities that await you at a company that is committed to your professional success.

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ServiceNow Careers

Empowering professionals to achieve more, ServiceNow is where careers are future-proofed, and ambitions are realized. Join us in our journey of growth and innovation.
Learn more about ServiceNow
Size
16,881 employees
Market Cap
$76.5 billion
Industry
Information Technology
Net Income
$118.5 million
Founded
2004
5 Year Trend
+33.5%
Revenue
$4.5 billion
NASDAQ
NOW
* Ladders Estimates

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