AVP, Solution Consulting - CRM CoE Lead, EMEA

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.

What you get to do in this role

As the AVP, Solution Consulting CoE Lead for CRM in EMEA, you will drive strategic alignment, capability acceleration, and market intelligence across our CRM solution consulting community. Your mission centres on three core pillars: translating ServiceNow's CRM technical capabilities into field-ready conversations that win deals; upskilling our SC community to deliver consistent, differentiated value; and deepening your understanding of EMEA market evolution through direct engagement in large, complex customer deals.

You'll act as a strategic partner to EMEA sales, pre-sales, and product teams, defining and operationalizing the technical narratives, solution plays, and customer conversations that accelerate readiness for new and evolving CRM offerings. You'll scale best practices and learnings across the region, translating insights from customer engagements into continuously improved field-ready tools and guidance. Your depth of CRM and enterprise software expertise will enable you to coach complex deals at both technical and commercial levels, ensuring our solutions address the most sophisticated customer requirements in customer service, field service, and broader CRM transformation.

Key focus areas will include

Define Technical Plays into Field-Ready Conversations

• Translate CRM solution architecture, capabilities, and product roadmap into compelling customer conversations and technical narratives

• Define and articulate the unique value of ServiceNow's unified CRM platform across Customer Service Management (CSM), Field Service Management (FSM), Sales Cloud CRM, and revenue intelligence

• Develop industry-specific and use-case-specific technical plays (financial services, healthcare, manufacturing, public sector) that drive pipeline and accelerate customer buying cycles

• Establish technical storytelling standards, demo flows, and deep-dive methodologies for CRM positioning at each sales stage

Upskill the SC Community Across EMEA

• Foster a thriving CRM specialist community by curating and sharing best practices, customer insights, technical assets, and enablement resources

• Lead onboarding and continuous upskilling programs for SCs and pre-sales engineers, ensuring consistent CRM capability across geographies

• Identify capability gaps across EMEA regions and partner with Major Area leaders on targeted skills development

• Provide coaching on complex customer scenarios, competitive positioning, and technical validation at scale

• Champion excellence in CRM demo strategy, technical validation methodology, and solution design workshops

Understand EMEA Market Evolution Through Customer Engagement

• Engage directly in large, complex customer deals and pipeline-building activities to understand EMEA market trends, customer pain points, and competitive dynamics

• Coach deal teams and hiring managers on CRM strategy, technical validation, and value articulation for transformational opportunities

• Translate customer insights, market feedback, and competitive observations into field enablement, tool improvements, and product positioning recommendations

• Build and maintain relationships with key EMEA customers, partners, and industry stakeholders to ensure ServiceNow is positioned as the partner for CRM transformation

Key Responsibilities

• Define CRM technical narratives, solution plays, and customer conversations that align with EMEA sales strategy and customer requirements

• Serve as the central resource for CRM solution consulting excellence, driving consistency in technical storytelling, demos, and value articulation across EMEA

• Lead the development and evolution of CRM-specific assets including technical deep dives, industry use cases, competitive positioning materials, and solution design templates

• Provide always-on enablement—coaching, feedback, and support—to SC teams and deal leaders on CRM strategies, technical validation, and customer conversations

• Partner with EMEA sales leadership and hiring managers to accelerate readiness for new CRM capabilities and emerging solution offerings

• Engage in complex customer deals at technical and strategic levels, contributing to pipeline acceleration and ensuring technical requirements are understood and addressed

• Coordinate CoE initiatives including demo environments, industry-specific playbooks, onboarding programs, and knowledge sharing forums

• Collaborate cross-functionally with EMEA pre-sales, Sales, Product, and Enablement to align go-to-market strategies and drive CRM portfolio growth

• Measure and report on the effectiveness of CRM pre-sales practices, assets, and enablement programs; iterate based on feedback and market data

• Represent EMEA pre-sales in global CRM CoE forums and contribute to shaping global standards for CRM solution consulting excellence

• Develop and maintain thought leadership on CRM market trends, customer transformations, and ServiceNow differentiation in Customer Service, Field Service, and Sales Cloud

To be successful in this role you have

• 10+ years of enterprise software pre-sales experience with deep focus on CRM, customer service, or field service solutions

• Proven success in a large, global matrixed sales organization, preferably with specialist solution consulting experience in CRM or related domains

• Demonstrated expertise in CRM solution architecture, including Customer Service Management, Field Service Management, Sales Cloud CRM, and/or revenue intelligence solutions

• Deep knowledge of CRM market landscape, customer challenges across industries, and competitive positioning

• Strong understanding of ServiceNow's CRM platform and broader portfolio, with ability to position CRM within integrated workflow and automation narratives

• Experience defining and delivering solution plays, technical narratives, and sales assets from inception to adoption across large teams or geographies

• Track record of coaching and enabling solution consulting teams or pre-sales organizations at scale

• Expertise conducting complex customer conversations—technical deep dives, executive briefings, technical validation, and deal strategy at all customer levels

• Outstanding communication skills with ability to translate CRM complexity into compelling narratives for both technical and executive audiences

• Familiarity with modern CRM market dynamics, emerging use cases (AI-driven customer intelligence, omnichannel service, field force optimization), and industry trends

• Experience in or understanding of customer service, field service, or customer-facing operations and the business drivers behind CRM transformation

• Demonstrated ability to influence and collaborate across functions—sales, product, enablement, marketing—to drive alignment and results

• Self-starter with ownership mentality, ability to work independently and across geographies, and a "win as a team" mindset

• Experience presenting to large internal and external audiences, including customer events, partner forums, and industry conferences

• Strong organization, time management, problem-solving, and presentation skills

• International and/or EMEA-based experience is a plus; fluency in English is required; additional European languages are an asset