Partner Business Development Manager CRM

ServiceNow is hiring a Partner Business Development Manager for CRM and AI in Asia , sitting within the Global Partnerships & Channels team. This is a quota-carrying individual contributor role focused on building partner-sourced (NNACV) pipeline through all routes to market for ServiceNow CRM and AI.  

You will recruit, activate, and grow a focused set of Asia partners who can drive sourced revenue and build sustainable CRM and AI practices on ServiceNow. The primary measure of success is partner-sourced new logo and expansion revenue, not influenced pipeline. 

The ideal candidate brings 10+ years of partner business development experience with a deep track record of GTM success and expertise across Built on solutions and ServiceNow RTM’s. Familiarity with  enterprise and public sector partner ecosystem is essential. 

What You'll Do 

• Recruit and activate partners where ServiceNow CRM and AI are embedded in partner-owned managed services and customer solutions. 
• Build joint business cases with partners for embedding Now Next CRM, CSM, and AI Agent capabilities into their service offerings prioritising deals that generate partner-sourced NNACV. 
• Develop commercial frameworks with partners (resell, co-sell, and embedded licensing structures) that incentivise sourced revenue generation over influenced activity. 
• Drive partner activation from recruitment to first sourced deal closed tracking time-to-revenue as a core KPI. 

CRM Practice Building 

• Guide selected focus CRM partners through building a credible, billable CRM and AI practice on ServiceNow including practice design, go-to-market positioning, technical bench development (credentials and certifications), and customer reference creation. 
• Enable partners to position and sell Now Next CRM, AI Agents, and Now Assist as differentiated alternatives to Salesforce and Microsoft Dynamics particularly in mid-market and public sector accounts. 
• Support partners in building AI adoption plans for their customers, helping them drive utilisation of Now Assist and agentic AI capabilities post-sale as part of a managed service or practice offering. 
• Develop joint solution plays with partners that combine ServiceNow CRM with adjacent capabilities (CCaaS integration, FSM, CSM, CPQ) for industry verticals. 

Pipeline Development and Revenue 

• Own the partner-sourced pipeline target and report on NNACV contribution from partner-initiated opportunities. 
• Collaborate with field sales (AEs, CRM BDMs, solution consultants) on joint account planning and opportunity co-pursuit, ensuring partners are commercially credited for sourced opportunities. 
• Maintain accurate pipeline visibility in Dynamics 365, including partner account records, opportunity co-registration, and deal progression tracking. 
• Identify and convert Salesforce CPQ displacement opportunities through partner channels, leveraging end-of-sale timing as a recruitment and pipeline trigger. 

Partner Recruitment and Ecosystem Development 

• Recruit, onboard and ramp up identified new partners 
• Manage partner pipeline across three tiers (Strategic, Growth, Recruit) and apply structured activation plans to move partners from enrolled to revenue-generating within defined timeframes. 
• Engage with the ServiceNow partner portal, deal registration processes, and partner program benefits to maximise partner commercial incentives. 

AI Adoption and Enablement 

• Act as the CRM and AI subject matter expert for partners and GPC team coaching partners and internal team on Now Assist positioning, agentic AI use cases, and AI adoption playbooks for their customers. 
• Help partners develop repeatable delivery accelerators and reference architectures for CRM and AI implementations, reducing time-to-value for their customers and improving practice margins. 
• Enable partners to build customer success motions around AI adoption, including usage benchmarking, levers for driving consumption, and executive value reporting. 
• Represent partner needs back to the global CRM and AI product teams, feeding market intelligence on partner capability gaps, competitive dynamics, and product roadmap priorities. 

Market Intelligence and Competitive Positioning 

• Monitor competitive partner ecosystems to identify displacement and recruitment opportunities. 
• Provide competitive intelligence on CRM-CCaaS convergence trends, partner program changes, and emerging partner business models in the market. 
• Maintain up-to-date partner account intelligence in Dynamics 365, documenting partner credentials, capability assessments, active pipeline, and competitive context.ServiceNow is hiring a Partner Business Development Manager for CRM and AI in Asia , sitting within the Global Partnerships & Channels team. This is a quota-carrying individual contributor role focused on building partner-sourced (NNACV) pipeline through all routes to market for ServiceNow CRM and AI.
• You will recruit, activate, and grow a focused set of Asia partners who can drive sourced revenue and build sustainable CRM and AI practices on ServiceNow. The primary measure of success is partner-sourced new logo and expansion revenue, not influenced pipeline.
• The ideal candidate brings 10+ years of partner business development experience with a deep track record of GTM success and expertise across Built on solutions and ServiceNow RTM’s. Familiarity with enterprise and public sector partner ecosystem is essential.
• What You'll Do
• Recruit and activate partners where ServiceNow CRM and AI are embedded in partner-owned managed services and customer solutions.
• Build joint business cases with partners for embedding Now Next CRM, CSM, and AI Agent capabilities into their service offerings prioritising deals that generate partner-sourced NNACV.
• Develop commercial frameworks with partners (resell, co-sell, and embedded licensing structures) that incentivise sourced revenue generation over influenced activity.
• Drive partner activation from recruitment to first sourced deal closed tracking time-to-revenue as a core KPI.
• CRM Practice Building
• Guide selected focus CRM partners through building a credible, billable CRM and AI practice on ServiceNow including practice design, go-to-market positioning, technical bench development (credentials and certifications), and customer reference creation.
• Enable partners to position and sell Now Next CRM, AI Agents, and Now Assist as differentiated alternatives to Salesforce and Microsoft Dynamics particularly in mid-market and public sector accounts.
• Support partners in building AI adoption plans for their customers, helping them drive utilisation of Now Assist and agentic AI capabilities post-sale as part of a managed service or practice offering.
• Develop joint solution plays with partners that combine ServiceNow CRM with adjacent capabilities (CCaaS integration, FSM, CSM, CPQ) for industry verticals.
• Pipeline Development and Revenue
• Own the partner-sourced pipeline target and report on NNACV contribution from partner-initiated opportunities.
• Collaborate with field sales (AEs, CRM BDMs, solution consultants) on joint account planning and opportunity co-pursuit, ensuring partners are commercially credited for sourced opportunities.
• Maintain accurate pipeline visibility in Dynamics 365, including partner account records, opportunity co-registration, and deal progression tracking.
• Identify and convert Salesforce CPQ displacement opportunities through partner channels, leveraging end-of-sale timing as a recruitment and pipeline trigger.
• Partner Recruitment and Ecosystem Development
• Recruit, onboard and ramp up identified new partners
• Manage partner pipeline across three tiers (Strategic, Growth, Recruit) and apply structured activation plans to move partners from enrolled to revenue-generating within defined timeframes.
• Engage with the ServiceNow partner portal, deal registration processes, and partner program benefits to maximise partner commercial incentives.
• AI Adoption and Enablement
• Act as the CRM and AI subject matter expert for partners and GPC team coaching partners and internal team on Now Assist positioning, agentic AI use cases, and AI adoption playbooks for their customers.
• Help partners develop repeatable delivery accelerators and reference architectures for CRM and AI implementations, reducing time-to-value for their customers and improving practice margins.
• Enable partners to build customer success motions around AI adoption, including usage benchmarking, levers for driving consumption, and executive value reporting.
• Represent partner needs back to the global CRM and AI product teams, feeding market intelligence on partner capability gaps, competitive dynamics, and product roadmap priorities.
• Market Intelligence and Competitive Positioning
• Monitor competitive partner ecosystems to identify displacement and recruitment opportunities.
• Provide competitive intelligence on CRM-CCaaS convergence trends, partner program changes, and emerging partner business models in the market.
• Maintain up-to-date partner account intelligence in Dynamics 365, documenting partner credentials, capability assessments, active pipeline, and competitive context.

Required 

• 10+ years of experience in partner business development, channel sales, or ISV/enterprise software alliances within the market. 
• Demonstrated success in Embedded Service Provider (ESP) or Build route-to-market models where partners embed software capabilities into managed services or customer solutions and drive sourced revenue. 
• Strong track record building and activating CRM, CCaaS, or enterprise software practices with partners, including joint GTM planning, commercial structuring, and pipeline creation. 
• Deep familiarity with partner ecosystem including major SIs, MSPs, and CCaaS providers active in Asia and Korea.  
• Experience working with CRM platforms (ServiceNow, Salesforce, Microsoft Dynamics) and understanding of how partners build, monetise, and differentiate CRM practices. 
• Commercially sharp: able to build and present partner business cases, model revenue share structures, and negotiate partner commercial agreements. 
• Proven ability to collaborate across matrixed field organisations working with field AEs, solution consultants, product specialists, and marketing to drive co-sell and sourced pipeline. 
• Excellent communication and executive presence able to engage credibly with C-level partner executives and articulate ServiceNow's CRM and AI value proposition. 

Highly Desirable 

• Knowledge of AI agent platforms, Now Assist, and agentic AI capabilities and how partners can build AI adoption practices and managed services on top of them. 
• Experience with CCaaS platforms and how they integrate with CRM solutions in enterprise and public sector deployments. 
• Track record of competitive partner recruitment 
• Familiarity with ServiceNow partner program mechanics including deal registration, tier requirements, and the 4 C's  (Competency, Capability, Customer Success). 
• Experience in public sector or regulated industries where data sovereignty and compliance considerations influence partner and technology selection. 

How Success Is Measured 

This is a quota-carrying role. Primary measure is partner-sourced NNACV.  

Additional Requirements 

• Willingness to travel up to 40% within Asia and occasionally to Singapore/global partner events. 
• English fluency required.