Customer References Manager, ServiceNow

• 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 report insights

• 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
• 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

• Commuter benefits
• Annual learning stipends
• Work from home opportunities
• Generous family leave
• Matched donations
• Flexible PTO
• 401(k) matching
• Paid volunteer time

Total funding: $83.8m

ServiceNow provides cloud-based solutions that define, structure, manage, and automate services for enterprise operations, transforming old, manual ways of working into modern digital workflows. The company was founded in 2004 with a vision to build a cloud-based platform that would enable regular people to route work effectively through the enterprise.