Customer References Manager

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

As the Customer References Manager on the Customer Advocacy / Customer Marketing team, you will be responsible for coordinating and managing customer references across regions. You’ll work closely with sales, product marketing, and customer marketing teams to identify, nurture, and amplify customer success. By building and maintaining a diverse, high-quality reference pool, you’ll ensure sales teams have compelling, real-world customer evidence to share with prospects.

Key Responsibilities:

• Customer Identification & Recruitment: Partner with cross-functional teams to identify and onboard new customer advocates.
• Reference Management: Coordinate reference activities, including customer calls, panels, and events to accelerate sales cycles.
• Asset Utilization: Collaborate with marketing and sales enablement teams to integrate references into campaigns, collateral, and events.
• Ongoing Customer Engagement: Build and maintain strong relationships with reference customers to ensure ongoing participation in advocacy efforts. 
• Detailed Responsibilities:
•  Customer Reference Program Management 
• Recruit & Onboard: Expand and diversify the customer reference pool by identifying and engaging new advocates. 
• Alignment with Sales & Marketing: Work closely with sales and marketing teams to ensure reference coverage aligns with business needs.
• Reference Lifecycle Management: Regularly refresh and update the reference pool to maintain engagement and relevance. 
•  Reference Call Coordination 
• One-on-One Calls: Match customers with prospects, manage scheduling and logistics, and provide briefing materials.
• Group Reference Calls: Organize and facilitate group customer reference calls both virtually and in-person at events.
• Feedback Collection: Gather insights from reference calls to enhance the process and share learnings internally. 
•  Amplifying Customer References
• Campaign Integration: Partner with customer marketing, field marketing, and sales enablement to feature references in campaigns and events. 
• Content Management: Ensure reference assets (videos, slides, written success stories) are easily accessible and effectively utilized. 
• Performance Tracking: Measure the impact of customer references on sales and marketing efforts.
•  Ongoing Relationship Management
• Customer Engagement: Maintain positive relationships with reference customers, ensuring they see value in advocacy participation. 
• Burnout Prevention: Monitor participation levels and schedule advocacy activities strategically. 
• Advocacy Growth: Identify new opportunities for customers to engage, such as speaking opportunities or advisory board participation. 

Qualifications

• Experience in leveraging or critically thinking about how to integrate AI into work processes, decision-making, or problem-solving. This may include using AI-powered tools, automating workflows, analyzing AI-driven insights, or exploring AI’s potential impact on the function or industry. 
• Customer Reference Program Experience: Proven track record managing or contributing to a large-scale customer reference or advocacy program. 
• Collaboration & Stakeholder Management: Ability to work across sales, marketing, and customer advocacy teams to drive alignment. 
• Project Management: Strong organizational skills to manage multiple requests and ensure timely execution. 
• Storytelling & Communication: Ability to translate customer experiences into compelling business narratives. 
• Relationship Building: Skilled at nurturing and maintaining long-term customer relationships. 
• Data-Driven Approach: Ability to track reference usage, measure program impact, and