Senior Specialist, Customer Marketing Sourcing and Qualification

Company Description

It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today — ServiceNow stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work. But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.

Job Description

The Senior Specialist, Customer Marketing Sourcing & Qualification plays a critical role in identifying, evaluating, and prioritizing potential customer advocates for the Customer Marketing team. This position involves collaborating with various internal teams, such as Sales, Customer Success, Product Management and Product Marketing to source and qualify customer stories that showcase the value and impact of ServiceNow's solutions. The Sr. Specialist will develop and execute strategies to maintain a robust pipeline of customer advocates for the storytelling and reference programs and ensure alignment with ServiceNow's marketing objectives. 

Key Responsibilities

• Proactively identify customer advocates across various industries, regions, and solution areas. 
• Stakeholder Collaboration: Partner with internal teams across sales, product management and marketing to gather insights and referrals for potential customer advocates. 
• Qualification and Prioritization: Meet with sales teams to gather details and document the customer’s story. Evaluate and prioritize stories based on their relevance, impact, and alignment with ServiceNow's marketing goals. 
• Pipeline Management: Document and maintain a well-organized and up-to-date pipeline of qualified customer advocates, enabling the team to develop a steady stream of the most impactful success stories. 
• Sales Relationship Building/Nurturing: Cultivate relationships with account teams of potential advocates to educate them about the Customer Marketing program and garner their support with securing advocates.

Detailed Responsibilities 

Sourcing Strategy: 

• Develop and execute a comprehensive sourcing strategy to identify potential customer advocates. 
• Utilize various channels, such as internal referrals, customer events, marketing activities and online research to discover compelling customer stories. 

Qualification Criteria: 

• Establish clear qualification criteria to evaluate the suitability of potential customer advocates. 
• Assess factors such as the customer's industry, use case, business impact, and willingness to participate.

Story Information Gathering: 

• Conduct in-depth interviews with internal sales and customer success teams to uncover details of a customer story and develop a Customer Story Brief. 
• Gather the details of the customer’s story, including what outcomes they have achieved. 

Stakeholder Engagement: 

• Build strong relationships with internal stakeholders within the customer marketing org 
• Collaborate with Sales, Customer Success, and Product Marketing teams to align sourcing efforts with their objectives and uncover valuable customer story information. 

Pipeline Management: 

• Maintain a well-structured and regularly updated pipeline of qualified customer advocates. 
• Track the progress of each potential advocate and ensure a balanced representation of industries, regions, and product lines.

Handover and Collaboration:

• Seamlessly hand off qualified advocates to the story development or customer reference team for further engagement and content creation.
• Provide relevant background information and context to support the customer onboarding or storytelling process. 
• Customer Advocate Sourcing:

Qualifications

• Sourcing and Research: Expertise in identifying and sourcing potential customer advocates through various channels and techniques. 

• Qualification and Prioritization: Ability to evaluate and prioritize customer stories based on predefined criteria and marketing objectives.. 

• Stakeholder Management: Strong interpersonal skills to build and maintain relationships with internal stakeholders and customer accounts. 

• Interviewing and Assessment: Skilled in effectively gathering the pertinent information needed to evaluate the strength of