Senior Product Manager, CRM & GTM Systems

Overview

Own the Lead-to-Opportunity (L2O) domain within GitLab's Salesforce and GTM technology ecosystem, defining the roadmap for lead capture, scoring, routing, and conversion, and mentoring BSAs as they grow into product managers.

What you'll do

• 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, including process maps, current-vs-future state lead lifecycle flows, and decision logs.
• Serve as the primary product voice for all L2O and GTM Systems initiatives, partnering with Marketing, Marketing Operations, SDR/BDR leadership, Sales, and RevOps.
• Lead discovery, requirements workshops, and business process design sessions, translating 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.
• Represent the domain in cross-team planning and leadership reviews.
• Act as a product craft mentor and senior thought partner for the BSA team, upskilling analysts in product thinking, requirements structuring, acceptance criteria, and roadmap communication.
• Model and codify what good looks like, including reusable templates, rituals (backlog grooming, roadmap reviews), and a rubric BSAs can grow against.
• Give BSAs increasing ownership over pieces of the roadmap, 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.
• Lead initiatives end-to-end: discovery, requirements, prioritization, solution design review, UAT, launch, and post-launch measurement.
• Write and maintain user stories, acceptance criteria, and lead-flow and data-flow diagrams that engineering and admins can build against.
• Manage a well-groomed backlog of intake requests from Marketing and Sales Development, triaging by impact and effort and defending prioritization decisions.
• Define success metrics per initiative (lead response time, routing accuracy, lead-to-opportunity conversion rate, data quality, SDR/BDR adoption) and report on outcomes.
• Identify and de-risk dependencies across adjacent domains, including campaign operations, data enrichment vendors, and opportunity handoff to sales.
• Own UAT strategy and acceptance criteria in collaboration with BSAs, ensuring system changes meet business requirements before production release.
• Partner with Enterprise Architects and Engineering Managers on Salesforce and MarTech integration design, including marketing automation to Salesforce sync, data enrichment pipelines, and lead scoring and routing engines.
• Bring informed opinions on GTM platform architecture trade-offs.
• Stay current on platform roadmaps for Salesforce Sales Cloud and connected MarTech tools, leveraging native capabilities before custom builds.
• Maintain domain-level R&R clarity across US/India technical managers, BSAs, and adjacent pods, updating as team and scope evolve.
• Engage deeply with engineering and architecture teams on API design, data modeling, and integration patterns.

What you'll need

• 7+ years in Salesforce product management, business systems analysis, or Marketing/Revenue Operations technology roles, with demonstrated growth into product ownership.
• Strong working knowledge of Lead-to-Opportunity processes: lead capture, scoring, routing, and conversion, and how they connect marketing execution to sales pipeline.
• Hands-on familiarity with the GTM technology stack: Salesforce Sales Cloud plus marketing automation platforms (Marketo, HubSpot, or Pardot), lead scoring and routing tools, and data enrichment or intent providers.
• Good understanding of the quoting process.
• Demonstrated ability to own and communicate multi-quarter internal product roadmaps to senior business and technology stakeholders.
• Proven experience leading initiatives end-to-end with multiple stakeholders and competing priorities, especially across Marketing and Sales.
• Sufficient technical fluency to engage meaningfully with engineering on API design, data model decisions, and integration trade-offs, without needing to write code.
• Experience mentoring or upskilling analysts and BSAs.
• Excellent written and verbal communication; able to represent technical trade-offs to non-technical executives and translate business asks into clear technical requirements.
• Comfortable operating in ambiguity and driving structure where none exists.

Nice to have

• Experience with AI-assisted development workflows.
• Data governance and compliance for lead data.
• Prior people-management experience.

Details

• Location: Remote, United States.
• Base salary range: $104,800 to $176,400 USD (United States residents only); excludes bonuses, equity, and benefits.
• Sales roles are also eligible for incentive pay targeted at up to 100% of the offered base salary.