Customer Advocacy Strategy Manager (Consulting Background Preferred)

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 Customer Advocacy Excellence Manager will partner closely with the Director of Customer Engagement to operationalize and execute the strategy for a newly established advocacy excellence function, while also performing core Customer Advocate responsibilities.
This role blends strategy execution and operational excellence, taking big ideas and turning them into clear frameworks, resources, and mechanisms that scale across the sales organization. It requires someone who can take an established strategy, bring structure to it, and drive the execution needed to make it real.
To ensure the Excellence Function remains grounded in real customer and executive needs, this role also performs hands-on advocate responsibilities and models the standards we expect across the advocacy community.
This role is ideal for someone who can take a big idea, bring structure to it, and convert it into scalable mechanisms that elevate how ServiceNow teams engage with customers and executives.
This role has two core pillars
1. Customer Advocacy Excellence Leadership
Support the development of an advocacy excellence function by building the standards, mechanisms, and resources that elevate how advocates support executive engagements and customer conversations across Sales.
Strategy Execution and Framework Development

• Operationalize the advocate charter, standards, and engagement model.
• Build scalable frameworks and mechanisms that improve executive readiness, storytelling, deal influence, and cross-functional collaboration.

Capability Building and Skill Development

• Strengthen advocate skills through structured learning experiences, resources, and mechanisms that reinforce consistent storytelling, executive preparation, deal clarity, and leadership behaviors.
• Help coordinate and execute advocate learning sessions, community touchpoints, and forums that reinforce shared standards and best practices.

Resource and Tooling Development

• Create and maintain templates, frameworks, and a centralized resource hub used by advocates across the company.
• Build reusable patterns for briefing content, value stories, vision pages, POV outlines, and executive-engagement assets.

Innovation of Customer Engagement Programs

• Design new executive and customer engagement programs originating from OGCO.
• Translate big ideas into clear, compelling program visions and execution plans that drive impact.

Program Operations and Cross-Functional Alignment

• Establish operating rhythms, forums, and communication channels that support a consistent advocacy motion.
• Build strong cross-functional alignment to ensure programs, standards, and mechanisms are understood, adopted, and executed consistently.

2. Customer Advocacy and Executive Engagement
As a Customer Advocate, you will model the behaviors and standards the program intends to scale. Advocates serve as strategic partners to the field and as extensions of their sales leader.
Executive Engagement and Readiness

• Prepare executives with clear, concise narratives that elevate customer moments.
• Shape the value story and create the angle for customer conversations.
• Ensure each engagement builds trust, clarity, and momentum.

Deal Strategy and Momentum Creation

• Coach account teams on deal framing, messaging, stakeholder alignment, and executive presence.
• Bring clarity to ambiguous deal situations and align cross-functional teams around a cohesive plan.
• Influence deal approach while ensuring ownership stays with the AE team.

Storytelling and Customer-Facing Deliverables

• Turn complex ideas into clear, compelling storytelling assets that executives can quickly understand.
• Translate Dream Big concepts into narratives that resonate with customers.
• Shape proposals, POVs, and briefing material with high quality and impact.

Cross-Functional Influence

• Act as a connector across Sales, CS, Product, Legal, OCEO and more
• Identify GTM friction points and propose workflows that increase clarity and decision velocity

Day-to-Day Expectations
Excellence Function Work

• Serve as a key partner to advocate offices across the company, acting as a primary resource for how to adopt and apply the Excellence Function's standards, resources, and mechanisms.
• Create and refine templates, frameworks, and repeatable patterns for advocates.
• Build and maintain a centralized resource hub.
• Support planning, logistics, and content preparation for advocate learning sessions, forums, and bootcamps.
• Draft and refine executive-ready content that serves as a model for the advocate community.
• Partner with automation teams to simplify workflows and reduce manual effort.
• Gather insights and feedback from advocates and account teams to prioritize improvements.

Customer Advocacy Work

• Prepare executives for customer meetings with strong, clear narratives and recommendations.
• Participate in selected customer engagements to observe, model excellence, and identify opportunities for improvement.
• Draft strategic storylines, messaging, and follow-up content that reflect our standards.
• Provide structured coaching to account teams when needed.

Qualifications
Required

• 5+ years leading GTM initiatives, enablement, operations, or structured strategic-execution work in a large enterprise.
• Ability to translate conceptual direction into structured, scalable mechanisms and resources.
• Excellent writing and storytelling skills for executive audiences.
• Proven ability to operate in ambiguity and drive clarity.
• Strong planning, prioritization, and execution capabilities.
• Experience collaborating with senior leaders and cross-functional teams.

Preferred

• Experience designing or delivering training, workshops, or capability-building experiences.
• Understanding of enterprise sales motions and customer engagement cycles.
• Familiarity with AI and automation tools.
• Background in B2B SaaS, consulting, GTM strategy, or sales enablement.

FD21
For positions in this location, we offer a base pay of $135,300 - $236,800, 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 and their assigned work location. Learn more here . To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.
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.
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