Senior Go-To-Market Lead, GovTech SaaS

BS&A Software; Michigan; Hybrid; USD 140,000 - 190,000; Full time

Job summary

BS&A Software, a cloud-based software provider for local governments, seeks a Senior Product Marketing Manager to lead go-to-market for core product lines, influence roadmap, and partner with Product, Sales, and exec leadership.

In this senior IC role, you will own messaging, guide cross-functional launches, build customer references, enable sales, and measure outcomes with KPIs like pipeline and adoption. Hybrid/remote/on-site, full-time, reporting to Marketing Director.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent experience.
• 7+ years in product marketing or B2B marketing, including 2+ years leading major launches or owning a product line, ideally in SaaS.
• Track record of positioning and launches that measurably improved pipeline, win rate, or adoption.
• Exceptional writing, storytelling, and presentation skills, with comfort speaking to executives and customers.
• Strong research and analytical skills, and sound judgment in turning data and customer input into strategy.
• Ability to lead and influence cross-functional teams without direct authority.
• Experience mentoring or coaching other marketers.
• Strong project management skills across several concurrent initiatives.

Responsibilities

• Go-to-market strategy: Own the strategy, positioning, and messaging framework across multiple product lines, and keep it aligned with company goals and the needs of clerks, treasurers, assessors, finance directors, and IT leaders.
• Launch leadership: Lead cross-functional launch plans for major products and releases, including pricing and packaging input, readiness, campaigns, and post-launch measurement.
• Market and competitive strategy: Lead buyer research, win/loss analysis, and competitive intelligence. Turn findings into clear recommendations for leadership.
• Sales enablement: Design the enablement program for Sales and Customer Success, including pitch narratives, battlecards, RFP content, ROI tools, and training, and measure its effect on win rate and cycle time.
• Product influence: Partner with Product leaders on roadmap priorities, market sizing, and customer needs. Be the voice of the government buyer in planning.
• Customer advocacy: Build a pipeline of customer references, case studies, and advisory relationships, and use them across campaigns, events, and sales.
• Campaign and content direction: Guide Demand Generation and Content teams so campaigns, webinars, white papers, and conference programs carry consistent, differentiated messaging.
• Executive communication: Present strategy, results, and market insights to senior leadership and at key industry events.
• Mentorship: Coach and support junior marketers, set standards for messaging quality and launch process, and help build repeatable playbooks.
• Measurement: Define and report KPIs such as pipeline influenced, win rate, adoption, and retention impact, and use them to improve future launches.

Skills

Executive communication

Storytelling

Presentation skills

Research & analytics

Cross-functional leadership

Mentoring

Project management

Education

Bachelor's degree in Marketing/Communications/Business

Tools

HubSpot

Salesforce

Job description

BS&A Software, a cloud-based software provider for local governments, seeks a Senior Product Marketing Manager to lead go-to-market for core product lines, influence roadmap, and partner with Product, Sales, and exec leadership.

In this senior IC role, you will own messaging, guide cross-functional launches, build customer references, enable sales, and measure outcomes with KPIs like pipeline and adoption. Hybrid/remote/on-site, full-time, reporting to Marketing Director.