GTM Change Enablement Senior Principal

Workday, Inc.; Pleasanton (CA); On-site; USD 211,000 - 316,000; Full time

Job summary

Workday, Inc. seeks an experienced Change Enablement professional to lead GTM transformation enablement. You’ll shape adoption strategies for CRM, CPQ, and related platforms, partnering with Sales, Marketing, and RevOps while navigating AI-enabled workflows.

The role demands senior-level communication, cross-functional leadership, and a track record in enabling complex GTM changes at scale.

Qualifications

• 12+ years of experience in change management or GTM/CRM enablement.
• Proven ability to define enablement strategy for large initiatives.
• Experience with AI tools in work processes and decision-making.
• Strong communication with senior leadership and cross-functional teams.

Responsibilities

• Own the enablement strategy for the GTM transformation program.
• Serve as senior advisor for GTM leadership and stakeholders.
• Define objectives and engagement models for GTM initiatives.
• Create persona-based enablement campaigns for GTM teams.
• Champion responsible use of AI in enablement and GTM tools.
• Develop enablement materials and trainings to drive adoption.

Skills

Change management

GTM enablement

AI tooling

Executive communication

Job description

Your work days are brighter here. We’re obsessed with making hard work pay off, for our people, our customers, and the world around us. As a Fortune 500 company and a leading AI platform for managing people, money, and agents, we’re shaping the future of work so teams can reach their potential and focus on what matters most. The minute you join, you’ll feel it. Not just in the products we build, but in how we show up for each other. Our culture is rooted in integrity, empathy, and shared enthusiasm. We’re in this together, tackling big challenges with bold ideas and genuine care. We look for curious minds and courageous collaborators who bring sun-drenched optimism and drive. Whether you’re building smarter solutions, supporting customers, or creating a space where everyone belongs, you’ll do meaningful work with Workmates who’ve got your back. In return, we’ll give you the trust to take risks, the tools to grow, the skills to develop and the support of a company invested in you for the long haul. So, if you want to inspire a brighter work day for everyone, including yourself, you’ve found a match in Workday, and we hope to be a match for you too.

About the Team

It’s fun to work in a company where people truly believe in what they’re doing. At Workday, we're committed to bringing passion and focus to the business of enterprise applications. We work hard, and we’re serious about what we do. But we like to have a good time, too. In fact, we run our company with that principle in mind every day: One of our core values is fun. Business Technology (BT) in Workday continues its mission to deliver unparalleled value to our business partners and customers. The Strategy and Business Operations team works with stakeholders within BT and outside to define, align on, and implement the strategic programs and operations. The team is also responsible for standardizing program methodologies, tools and operations/metrics across the BT organization to provide a unified experience to business stakeholders and customers.

About the Role

We're looking for an experienced Change Enablement professional to serve as the senior voice for change and adoption across our Go-to-Market (GTM) systems landscape — including CRM, quote-to-cash, and the broader GTM platform ecosystem that our Sales, Customer Success, and Marketing teams rely on every day. As a P6 Senior Principal, Individual Contributor, your immediate focus will be the enablement strategy for our GTM transformation program, a critical, high-visibility initiative reshaping how GTM teams sell, service, and grow our business. This role works on issues that directly impact selling success and addresses future-state GTM concepts, systems, and ways of working — not just the next release. You'll exercise wide latitude in determining the objectives and approach for critical, ambiguous assignments, and you'll build formal networks with key decision makers across GTM leadership, Business Technology, and Program Management, often serving as a spokesperson for change enablement in front of senior and executive stakeholders. As an expert in the field, you'll apply deep change management and GTM systems knowledge to resolve critical issues and shape broad-reaching enablement design — operating with greater autonomy and strategic scope than a typical senior manager-level role, and without formal people management responsibility. A track record of enabling complex GTM or CRM systems change, a sharp instinct for what will and won’t land with sales and customer-facing teams, and a strong point of view on how AI is transforming GTM workflows (from AI-assisted selling to forecasting and service) are all critical to success here.

About You

Responsibilities

• Own the change enablement strategy for the GTM transformation program, defining the overall approach, sequencing, and readiness plan that aligns with the program’s milestones and business outcomes.
• Serve as a senior spokesperson and trusted advisor for change enablement to GTM leadership (Sales, Customer Success, Marketing, RevOps) and Business Technology stakeholders, building formal networks with key decision makers to secure sponsorship and alignment.
• Exercise wide latitude in shaping objectives and approach for critical, often ambiguous GTM systems initiatives — determining the right methodology, sequencing, and engagement model rather than following a predefined playbook.
• Define persona-based enablement campaigns tailored to distinct GTM audiences (e.g., Account Executives, SDRs, Customer Success Managers, Sales Leaders, Marketing Ops) to ensure messaging, training, and support resonate with how each group actually works.
• Champion the responsible use of AI in both the enablement approach and the GTM systems being adopted — using generative AI to accelerate content creation and personalization, and helping GTM teams understand and adopt AI-driven capabilities (e.g., AI-assisted selling, forecasting, or service tools) introduced through the transformation program.
• Partner with GTM Transformation program leadership to translate complex systems and process change into clear enablement plans, communications, and training that drive adoption and minimize disruption to revenue-generating teams.
• Create high-quality, consumable enablement materials — including Slack updates, email communications, short-form video tutorials, intranet/FAQ content, and AI-powered self-service resources — that simplify complex GTM systems and process changes.
• Curate and share GTM transformation success stories, capturing measurable wins and lessons learned to build momentum, credibility, and executive confidence in the program.
• Define and track adoption and business-outcome metrics specific to GTM systems and processes (e.g., rep productivity, pipeline hygiene, time-to-proficiency), using data and AI-assisted analytics to continuously refine the enablement approach.
• Collaborate cross-functionally with GTM systems product/engineering teams, enablement and communications peers, and Business Technology to drive a cohesive adoption approach across the GTM platform ecosystem.
• Act with urgency, judgment, and organization in a fast-moving, often ambiguous environment where GTM transformation priorities can shift quickly.
• Contribute to in-person and virtual collaboration sessions, bringing a GTM and end-user lens to broader program and systems discussions.

Qualifications

Basic Qualifications

• 12+ years of experience in change management, GTM/CRM systems enablement, IT communications, or a related field
• Direct exposure to enablement for GTM systems (e.g., Salesforce/CRM, CPQ, quote-to-cash, or related GTM platform tooling), ideally through a large-scale systems or process transformation
• Demonstrated experience defining and leading enablement strategy for critical, ambiguous initiatives with wide latitude over approach and objectives
• Experience leveraging, or critically evaluating the use of, AI tools and technologies in work processes, decision-making, or problem-solving

Other Qualifications

• Expert-level knowledge of change management principles and methodologies, used to resolve critical issues and shape broad enablement design
• Strong understanding of GTM functions (Sales, Customer Success, Marketing, RevOps) and how systems and process change affects their daily work
• Proven ability to build formal relationships with key decision makers and serve as a credible spokesperson for change enablement at senior and executive levels
• Experience designing persona-based enablement campaigns and curating success stories across varied audiences
• Excellent written and verbal communication skills, with the ability to translate complex GTM systems and process changes into clear, audience-specific messaging
• Comfort working with generative AI tools for content creation, drafting, and analysis, paired with sound judgment about when human review and nuance are essential
• Experience defining and tracking adoption or business-outcome metrics tied to revenue or GTM productivity
• Ability to operate with significant autonomy on high-visibility, ambiguous initiatives in a global organization

Workday Pay Transparency Statement

The annualized base salary ranges for the primary location and any additional locations are listed below. Workday pay ranges vary based on work location. As a part of the total compensation package, this role may be eligible for the Workday Bonus Plan or a role-specific commission/bonus, as well as annual refresh stock grants. Recruiters can share more detail during the hiring process. Each candidate’s compensation offer will be based on multiple factors including, but not limited to, geography, experience, skills, job duties, and business need, among other things. For more information regarding Workday’s comprehensive benefits, please click here.

Primary Location: USA.CA.Pleasanton Primary Location Base Pay Range: $210,600 USD - $316,000 USD Additional US Location(s) Base Pay Range: $177,800 USD - $316,000 USD

Our Approach to Flexible Work

With Flex Work, we’re combining the best of both worlds: in-person time and remote. Our approach enables our teams to deepen connections, maintain a strong community, and do their best work. We know that flexibility can take shape in many ways, so rather than a number of required days in-office each week, we simply spend at least half (50%) of our time each quarter in the office or in the field with our customers, prospects, and partners (depending on role). This means you’ll have the freedom to create a flexible schedule that caters to your business, team, and personal needs, while being intentional to make the most of time spent together. Those in our remote "home office" roles also have the opportunity to come together in our offices for important moments that matter.

Workday is an Equal Opportunity Employer

Pursuant to applicable Fair Chance law, Workday will consider for employment qualified applicants with arrest and conviction records.

Workday is an Equal Opportunity Employer including individuals with disabilities and protected veterans. Workday is committed to providing reasonable accommodations for qualified individuals during our application process, in order to perform one or more essential functions of their job, as well as regarding the use of AI tools for employment decision-making to any degree. Please see below for more details including how to request an accommodation as a qualified veteran, due to a disability or for religious reasons, or as otherwise provided under applicable law.

Workday prohibits taking adverse action against any candidate or employee for reporting a possible violation of this policy, requesting one or more work accommodations, exercising a privacy right, or cooperating in an investigation in accordance with applicable law. Any employee who retaliates against a candidate or employee for doing so may be subject to disciplinary action, up to and including termination of employment, to the fullest extent allowable under applicable law. If you require a reasonable accommodation, you may email [e-mail], as far in advance as possible.

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You may view the Workday's Pay Transparency Policy, and Know Your Rights Notice, by clicking on their corresponding links.

Workday is committed to providing reasonable accommodations for qualified individuals during our application process, in order to perform one or more essential functions of their job, as well as regarding the use of AI tools for employment decision-making to any degree. Please see below for more details including how to request an accommodation as a qualified veteran, due to a disability or for religious reasons, or as otherwise provided under applicable law. Workday prohibits taking adverse action against any candidate or employee for reporting a possible violation of this policy, requesting one or more work accommodation, exercising a privacy right, or cooperating in an investigation in accordance with applicable law. Any employee who retaliates against a candidate or employee for doing so may be subject to disciplinary action, up to and including termination of employment, to the fullest extent allowable under applicable law.

If you require a reasonable accommodation, you may email [e-mail], as far in advance as possible.