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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 a customer story. 

  • Pipeline Management: Proficiency in documenting, managing and maintaining a well-organized pipeline of qualified customer advocates. 

  • Collaboration and Teamwork: Ability to work closely with cross-functional  teams to align lead sourcing efforts. 

  • Strategic Thinking: Aptitude for developing and executing sourcing strategies that align with ServiceNow's overall marketing goals.  

  • Attention to Detail: Meticulous approach to evaluating potential advocates and ensuring the accuracy and completeness of pipeline data. 

  • Must have 2-5 years experience in Marketing and/or Sales and an interest and aptitude for learning about technology.  

Not sure if you meet every qualification? We still encourage you to apply! We value inclusivity, welcoming candidates from diverse backgrounds, including non-traditional paths. Unique experiences enrich our team, and the willingness to dream big makes you an exceptional candidate!

  •  

 

For positions in this location, we offer a base pay of 102,600 - 169,300, 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. Learn more here.

Equal Opportunity Employer

ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, 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 [email protected] 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. 

From Fortune. ©2024 Fortune Media IP Limited. All rights reserved. Used under license. 

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Average salary estimate

$135950 / YEARLY (est.)
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$102600K
$169300K

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What You Should Know About Senior Specialist, Customer Marketing Sourcing and Qualification, ServiceNow

Are you a savvy marketing professional looking to make a significant impact in a world-class tech company? Look no further than ServiceNow! As a Senior Specialist in Customer Marketing Sourcing and Qualification, you will play a crucial role in identifying and nurturing potential customer advocates who can showcase the incredible value of our innovative solutions. Based in sunny Santa Clara, California, you’ll collaborate with a stellar team, including Sales, Customer Success, Product Management, and Product Marketing, ensuring alignment with our overarching marketing goals. Your key responsibilities will involve proactively pinpointing customer stories across various industries, engaging with stakeholders, and maintaining an organized pipeline of qualified advocates. Your expertise in sourcing and research will set you apart as you develop a comprehensive strategy to find compelling customer narratives. With an eye for detail and a passion for storytelling, you’ll gather vital information through interviews, ensuring each story resonates with our audience. At ServiceNow, we believe diverse experiences enrich our team, and your unique background could be the perfect fit. Join us in our mission to make the world work better for everyone, while enjoying competitive compensation and an inclusive work environment. Your adventure starts here!

Frequently Asked Questions (FAQs) for Senior Specialist, Customer Marketing Sourcing and Qualification Role at ServiceNow
What are the main responsibilities of the Senior Specialist, Customer Marketing Sourcing and Qualification at ServiceNow?

The Senior Specialist in Customer Marketing Sourcing and Qualification at ServiceNow is responsible for identifying and evaluating potential customer advocates, collaborating with internal teams to gather insights, and maintaining a robust pipeline of stories. They will develop sourcing strategies to engage customers from various industries and ensure that the collected stories align with ServiceNow's marketing objectives, effectively showcasing the impact of our solutions.

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What qualifications are required for the Senior Specialist position at ServiceNow?

To succeed as a Senior Specialist in Customer Marketing Sourcing and Qualification at ServiceNow, candidates should have 2-5 years of experience in marketing and/or sales, along with strong sourcing and research skills. The ability to foster relationships, assess customer stories, document data, and work collaboratively with cross-functional teams is crucial. A keen interest in technology and inclusive perspectives are also valued.

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How does the Senior Specialist at ServiceNow collaborate with other teams?

Collaboration is key for the Senior Specialist, Customer Marketing Sourcing and Qualification at ServiceNow. This role involves partnering with Sales, Customer Success, and Product Marketing teams to collect insights, share information, and identify potential customer stories. These interactions help ensure alignment with marketing strategies, making the stories more impactful and relevant to the audience.

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What kind of career growth opportunities does ServiceNow offer for the Senior Specialist role?

At ServiceNow, the Senior Specialist in Customer Marketing Sourcing and Qualification can expect opportunities for professional development and career advancement. Our company promotes from within and encourages employees to expand their skills through various training programs, mentorship, and cross-departmental projects, allowing you to grow your capabilities while contributing to a dynamic work environment.

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What can I expect from the work culture at ServiceNow as a Senior Specialist?

ServiceNow fosters a flexible and inclusive work culture, valuing diversity and teamwork. As a Senior Specialist in Customer Marketing Sourcing and Qualification, you’ll enjoy a supportive environment that encourages collaboration, sharing ideas, and innovative thinking. The company prioritizes employee well-being and offers various health benefits and flexible work arrangements, allowing you to balance your professional and personal life.

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Common Interview Questions for Senior Specialist, Customer Marketing Sourcing and Qualification
Can you describe your experience with sourcing customer advocates for marketing purposes?

When answering this question, share specific examples of how you identified and engaged customer advocates. Highlight the methods you used for sourcing, such as leveraging sales teams, customer events, and online research. Discuss the importance of alignment with marketing objectives and how you evaluated their suitability.

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How do you prioritize potential customer stories once you’ve sourced them?

Discuss your criteria for evaluating and prioritizing customer stories based on relevance, impact, and alignment with marketing goals. Emphasize your analytical skills and approach to assessing each story to ensure you focus on the most impactful narratives that resonate with your audience.

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What strategies do you use to build relationships with internal stakeholders?

Highlight your interpersonal skills and provide examples of how you've effectively collaborated with different teams. Discuss proactive communication methods, regular check-ins, and the importance of understanding each team's objectives to foster strong relationships in a cross-functional setting.

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How do you approach gathering customer stories through interviews?

Explain your interviewing process, emphasizing your preparation and the types of questions you ask to elicit detailed responses. Share how you ensure the conversation is engaging, allowing customers to share their successes, and how you synthesize that information into compelling narratives.

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Describe a time you successfully managed a pipeline of qualified leads or stories.

Use the STAR format (Situation, Task, Action, Result) to illustrate a specific instance in your past work. Speak about how you organized and maintained the pipeline, tracked progress, and ensured a diverse representation of stories, while ultimately resulting in successful marketing initiatives.

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How do you keep updated with industry trends to identify potential advocates?

Discuss your strategies for staying informed about industry trends, such as following relevant publications, participating in customer events, and networking with industry peers. Describe how this knowledge helps you proactively scout for compelling customer advocates that fit your organization's needs.

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What tools and software are you experienced with in managing marketing projects?

List the marketing-related tools you have used, such as CRM systems, project management software, and reporting tools. Explain how you utilize these resources to streamline processes, monitor progress, and maintain transparency with stakeholders.

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Can you give an example of how you handled a challenging situation with a customer advocate?

Share a specific scenario that illustrates your conflict resolution skills. Describe the issue, how you approached the situation, and the steps you took to resolve it while maintaining a positive relationship with the customer.

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How do you ensure the stories you source align with company marketing objectives?

Talk about your understanding of the company's marketing goals and how you integrate them into your sourcing strategy. Mention your efforts in collaborating with different teams to maintain alignment and track the effectiveness of the stories in achieving those objectives.

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What is your approach to handling feedback from internal teams after sourcing stories?

Express the importance of constructive feedback in refining your sourcing strategy. Discuss your willingness to listen, learn, and adapt based on feedback from Sales, Product Management, and other teams to ensure the best possible customer narratives are represented.

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We're on a mission to become the defining enterprise software company of the 21st century.

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CULTURE VALUES
Inclusive & Diverse
Mission Driven
Rise from Within
Diversity of Opinions
Work/Life Harmony
Empathetic
Feedback Forward
Take Risks
Collaboration over Competition
BENEFITS & PERKS
Medical Insurance
Dental Insurance
Vision Insurance
Mental Health Resources
Life insurance
Disability Insurance
Health Savings Account (HSA)
Flexible Spending Account (FSA)
Conferences Stipend
Paid Time-Off
Maternity Leave
Equity
FUNDING
DEPARTMENTS
SENIORITY LEVEL REQUIREMENT
TEAM SIZE
EMPLOYMENT TYPE
Full-time, on-site
DATE POSTED
March 19, 2025

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