Principal AI GTM Strategist – Outbound & Demand Generation

HR Tech Job; Pleasanton (CA); Hybrid; USD 158,000 - 238,000; Full time

Job summary

Workday’s Global Customer Operations team seeks a strategic operator to map AI-driven demand-generation processes and translate business needs into high-level system requirements. This role partners with Sales, SDR, Product, and Marketing to align strategy with execution and to avoid hands-on coding.

You’ll coordinate with GTM Tech, BT, and Data Engineering to define guardrails and governance for AI workflows, measure outcomes, and influence VP/SVP stakeholders toward modern, revenue-driven GTM

Qualifications

• 8+ years in GTM/revenue ops or outbound prospecting in AI-driven demand generation.
• 6+ years designing and mapping end-to-end GTM process architecture for large orgs.
• 5+ years influencing VP/SVP-level stakeholders toward AI-driven GTM models.

Responsibilities

• Map end-to-end AI-driven demand-gen strategy from signal to outbound workflows without hands-on coding.
• Translate business needs into functional requirements for engineers and tech teams.
• Align cross-functional strategy with ICP targeting, pipeline goals, and revenue metrics.
• Define governance and guardrails for AI workflows, leaving day-to-day tool config to systems teams.
• Monitor industry trends to advise on investments and roadmap priorities.
• Measure prospecting effectiveness and optimize conversion pathways with analytics.

Skills

GTM / Revenue ops

Outbound prospecting

Stakeholder influence

AI GTM concepts

Tools

Clay

6sense

Salesforce

Sales Engagement Platforms

Outreach

SalesLoft

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

The Global Customer Operations (GCO) Demand and Voice of the Customer team is responsible for driving global strategic pipeline growth through innovative demand generation programs, scalable processes, and customer-informed initiatives. The team brings together global market insights, industry best practices, and modern AI-driven approaches to help Workday build pipeline, generate demand, and better understand customer needs across regions. By partnering closely with stakeholders around the world, the team helps shape programs that improve execution, strengthen customer engagement, and support Workday’s continued global growth.

About the Role

We're looking for a strategic operator who pairs deep demand gen and prospecting experience with the ability to bridge business strategy and technical execution. This role does not configure software or build workflows in code. Instead, you'll act as the strategic translator and GTM architect — working shoulder to shoulder with Sales, SDR, Product, and Marketing leadership to map our AI-driven demand-generation process and turn business needs into clear, high-level system requirements.

You'll be the key liaison to our GTM Tech & Systems, BT, and Data Engineering teams, giving them the logic, functional specs, and business guardrails they need to build and maintain a modern demand-generation engine.

About You

Key Responsibilities

• Map the operational framework: Define and map the end-to-end strategy for our AI-driven demand-generation and prospecting process — from signal identification and intent scoring to enrichment logic and outbound workflows — without performing the hands‑on technical build.
• Translate business requirements for technical teams: Serve as the primary translator between frontline GTM leaders (Sales, SDR, Marketing, Partner, Product, CS) and technical/systems teams. Gather real‑world use cases, analyse buyer behavior, and convert commercial objectives into clear functional requirements and system logic for engineers to execute.
• Align cross‑functional strategy: Partner with Sales, SDR, Partner, Product and Marketing executives to ensure every AI demand gen initiative supports ICP targeting, pipeline goals, deliverability standards, and revenue metrics.
• Define system logic and guardrails: Establish the governance, brand‑safety rules, and decision logic for AI workflows, leaving day‑to‑day tool configuration to systems teams and campaign execution to functional GTM teams.
• Track industry best practices: Monitor fast‑moving trends in GTM AI, demand generation, and prospecting strategy to advise leadership on where to innovate and how to prioritise system investments. Partner with Industry analysts and key vendors to deliver ahead of the curve innovation.
• Measure prospecting effectiveness: Partner with analytics to measure the performance of prospecting frameworks and continuously optimise conversion pathways. Proactively assess frameworks on a regular basis and make recommendations for areas of opportunity in QBRs to consistently improve our demand generation engine.

What We Are Looking For

Basic Qualifications:

• 8 years of GTM/revenue operations or outbound prospecting experience, specifically in AI‑driven demand generation and prospecting strategy.
• 6 years of designing and mapping end‑to‑end GTM process architecture (signal identification, intent scoring, enrichment logic, outbound workflows) across an enterprise‑scale revenue organization.
• 5 years of experience influencing VP and SVP‑level stakeholders across Sales, SDR, and Marketing to drive organisational pivots toward modern, AI‑driven GTM models.

Preferred Qualifications:

• Hands‑on outbound experience in B2B prospecting, SDR leadership, or outbound strategy, with a working knowledge of what drives prospect engagement and how sales teams operate day to day.
• Ability to analyse pipeline metrics, sales cycles, and conversion rates to ensure technical capabilities are directed toward real revenue outcomes.
• Proven capability designing decision trees and system logic (if‑this‑then‑that triggers, data‑enrichment waterfalls, signal prioritisation).
• Deep familiarity with modern GTM AI concepts, LLM capabilities, and revenue tech stacks (i.e. Clay, 6sense, Salesforce, Sales Engagement Platforms, Outreach, SalesLoft).
• Experience writing clear BRDs, functional specs, or user stories for systems, IT, and software development teams.

Workday Pay Transparency Statement

The annualised 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.

Primary Location: USA.CA.PleasantonPrimary Location Base Pay Range: $158,400 USD - $237,600 USDAdditional US Location(s) Base Pay Range: $133,800 USD - $237,600 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.

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.

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