Customer Reference Specialist

About the Role

As a Customer Reference Program Specialist on the Customer Marketing team, you will run the day-to-day operations of our customer reference program. You will match customers with prospects, coordinate reference calls and events, and keep our reference pool current and healthy. You will work closely with your Customer Marketing colleagues and partner with sales, product marketing, product management, and field marketing to turn customer success into proof that supports campaigns, content, and deals, so sellers have the right customer proof at the right time.

What You’ll Do

Reference matching and call coordination

• Match reference requests from sales teams to the best-fit customers based on industry, product, use case, and region.
• Leverage usage dashboards, Power BI, and other reporting tools to verify customer adoption and usage before matching each reference request.
• Manage the full logistics of one-on-one and group reference calls: outreach, scheduling, briefing materials, and follow-up.
• Prepare reference meeting assets, such as customer proof points, talking points, and call briefs.
• Collect feedback from sellers and customers after calls and flag trends to the team.
• Coordinate customer reference meetings for company events, including customer host preparation, session descriptions, meeting materials, attendee communications, and on-site logistics.
• Manage registration and approval workflows, applying participation criteria and coordinating with sales to confirm eligible attendees.
• Partner with customer hosts to shape focused, relevant discussions that address prospect needs and highlight measurable customer outcomes.

Reference pool management

• Identify and recruit new reference customers in partnership with sales, customer success, marketing (product, outbound, etc.), and product management.
• Keep reference records accurate in our tracking systems, including approvals, topics, availability, and participation history.
• Monitor participation levels to prevent customer fatigue and distribute requests fairly.
• Proactively source advocates to address priority deal needs, upcoming sessions, and gaps in product, industry, use case, and regional coverage.

Cross-functional support

• Work with your Customer Marketing colleagues, field marketing, and sales enablement to bring references into events, campaigns, and deal support.
• Make sure approved reference assets are easy for sales teams to find and use.
• Participate in cross-functional project teams and contribute to program planning.
• Guide sales teams through reference request and participation processes, clearly communicating requirements, deadlines, and next steps.

Reporting and improvement

• Track reference usage and report on program activity and its impact on pipeline and deals.
• Maintain dashboards and validate attendee, account, and opportunity data to support accurate reporting on participation and influenced pipeline.
• Recommend improvements to processes, coverage gaps, and reporting based on what the data shows.

What You’ll Bring

• 5+ years of related experience in marketing, customer advocacy, customer marketing, or a similar customer-facing program role
• Bachelor’s degree in marketing, communications, Business, or a related field (or equivalent experience)
• Hands-on experience with customer reference or advocacy programs, or comparable program coordination work
• Strong project management skills: you can juggle many concurrent requests and drive each one to completion
• Clear, concise, professional written and verbal communication, including with customers and senior stakeholders
• Sound judgment in applying established processes, and the resourcefulness to find answers or support when something is missing
• Comfort working with data and tracking systems (CRM, spreadsheets, reference platforms) to report on program performance
• Familiarity with SaaS or enterprise technology is a plus

How You’ll Work

• Collaborate within Customer Marketing and across sales, product marketing, and field marketing, balancing internal needs with customer expectations
• Take on challenges promptly and follow through
• Learn new tools, products, and customer stories quickly, and apply them to the program
• Work with direction from your manager on new or complex projects, and independently on routine work
• Anticipate gaps and risks, propose practical solutions, and escalate issues early to keep customer commitments and program timelines on track.

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, religion, sex, sexual orientation, national origin, age, disability, gender identity, 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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