Sr. Manager, Product Marketing – CRM

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. 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.  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. Compensatio