Senior Product Manager, CRM & GTM Systems

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Co-create the future with us as we build technology that transforms how the world develops software. *Fortune 500® is a registered trademark of Fortune Media IP Limited, used under license. Claim based on GitLab data. Fortune 100 refers to the top 20% ranked companies in the 2025 Fortune 500 list, published in June 2025. Fortune and Fortune Media IP Limited are not affiliated with, and do not endorse products or services of GitLab. An Overview about the Role We're looking for a Senior Product Manager to own the Lead-to-Opportunity (L2O) domain within our Salesforce and GTM technology ecosystem. This role sits at the intersection of marketing operations, sales process, and technology owning the roadmap for how leads are captured, scored, routed, and converted into pipeline, and how our broader GTM tech stack supports that motion. This is a foundational hire one of the first product managers on a team actively transforming from a reactive BSA model into a proactive, roadmap-driven product organization. You'll be both an individual contributor driving your own domain and a mentor helping BSAs grow into product manager roles. You'll have direct influence over how we shape the team's future operating model. What You'll Do Internal Product Roadmap Ownership • Define, own, and maintain the multi-quarter internal product roadmap for the Lead-to-Opportunity domain covering lead capture, enrichment, scoring, routing, conversion, opportunity and the broader GTM technology stack integrated with Salesforce • Translate business strategy from Marketing, Sales Development, RevOps, and GTM leadership into sequenced, prioritized system capabilities with clear outcomes and success metrics • Define the domain's strategic priorities each quarter and half, balancing net-new capability delivery, stabilization, and technical debt reduction with transparent trade-off frameworks • Drive quarterly planning ceremonies, partnering with Engineering Managers and BSAs to align capacity with roadmap commitments • Own domain-level documentation: process maps, current-vs-future state lead lifecycle flows, and decision logs that keep stakeholders and the team aligned on scope and ownership Stakeholder Partnership & Requirements Translation • Serve as the primary product voice for all L2O and GTM Systems initiatives, partnering closely with Marketing, Marketing Operations, SDR/BDR leadership, Sales, and RevOps • Lead discovery, requirements workshops, and business process design sessions translating complex GTM and marketing operations requirements into actionable system specifications • Own the decision layer between "what the business needs" and "what engineering builds," resolving ambiguity with structured frameworks and documented decisions • Run structured stakeholder alignment sessions to surface trade-offs, build consensus, and drive open decisions to closure rather than letting them linger • Represent the domain in cross-team planning and leadership reviews able to explain technical constraints to business stakeholders and business context to engineers Team Mentorship & Capability Building • Act as a product craft mentor and senior thought partner for the BSA team, actively upskilling analysts in product thinking, requirements structuring, acceptance criteria definition, and roadmap communication • Model and codify what "good" looks like reusable templates, rituals (backlog grooming, roadmap reviews), and a rubric BSAs can grow against • Give BSAs increasing ownership over pieces of the roadmap as they develop, with regular feedback and structured check-ins • Partner with leadership to evolve the team's operating model from project-execution-focused to product-thinking-led, raising the bar for how EntApps delivers business value Program Strategy & Delivery Oversight • Lead initiatives end-to-end: discovery, requirements, prioritization, solution design review, UAT, launch, and post-launch measurement • Write and maintain clear user stories, acceptance criteria, and lead-flow and data-flow diagrams that engineering and admins can build against without ambiguity • Manage a healthy, well-groomed backlog intake requests from Marketing and Sales Development, triage by impact and effort, and defend prioritization decisions to stakeholders • Define success metrics per initiative (lead response time, routing accuracy, lead-to-opportunity conversion rate, data quality, SDR/BDR adoption) and report on outcomes, not just delivery • Identify and de-risk dependencies across adjacent domains campaign operations, data enrichment vendors, opportunity handoff to sales before they block delivery • Own UAT strategy and acceptance criteria in collaboration with BSAs, ensuring system changes meet business requirements before production release Systems Architecture Collaboration • Partner with Enterprise Architects and Engineering Managers on Salesforce and MarTech integration design marketing automation platform to Salesforce sync, data enrichment pipelines, lead scoring and routing engines, ensuring c