Senior Product Manager, CRM & GTM Systems

GitLab Inc.; United States; Hybrid; USD 150,000 - 210,000; Full time

Job summary

GitLab Inc. is seeking a Senior Product Manager to own the Lead-to-Opportunity domain within our Salesforce and GTM technology ecosystem.

You will drive the roadmap, balance priorities across Marketing, Sales, RevOps, and Engineering, and mentor BSAs to elevate product thinking. You’ll partner with Marketing Operations, SDR/BDR, Sales, and RevOps to translate complex requirements into actionable system specifications, own decision logs, and deliver measurable improvements in lead quality and

Qualifications

• 7+ years in Salesforce product management or related roles.
• Strong knowledge of Lead-to-Opportunity processes.
• Hands-on familiarity with GTM stack: Salesforce Sales Cloud, Marketo, HubSpot, Pardot.
• Ability to own multi-quarter internal product roadmaps.
• Experience mentoring BSAs.
• Excellent written and verbal communication.
• Comfortable operating in ambiguity and driving structure.
• Experience with AI-assisted development workflows and data governance.

Responsibilities

• Own internal product roadmap for Lead-to-Opportunity domain.
• Translate strategy into sequenced system capabilities.
• Drive quarterly planning with Eng Managers and BSAs.
• Maintain domain docs and lifecycle flows.
• Be primary product voice for L2O & GTM Systems.
• Lead discovery and requirements workshops.
• Define acceptance criteria and decisions.
• Manage backlog intake and prioritization.
• Define success metrics and report outcomes.
• Represent domain in cross-team planning.
• Mentor and upskill BSAs.
• Collaborate on API design with engineering.

Skills

Salesforce PM

L2O processes

Roadmapping

Mentoring

AI in development

GTM systems

Backlog management

Stakeholder alignment

Tools

Salesforce Sales Cloud

Marketo

HubSpot

Pardot

Job description

Senior Product Manager, CRM & GTM Systems

Remote, United States

GitLab is the intelligent orchestration platform for DevSecOps. GitLab enables organizations to increase developer productivity, improve operational efficiency, reduce security and compliance risk, and accelerate digital transformation. More than 50 million registered users and more than 50% of the Fortune 100* trust GitLab to ship better, more secure software faster.

The same principles built into our products are reflected in how our team works: we embrace AI as a core productivity multiplier, with all team members expected to incorporate AI into their daily workflows to drive efficiency, innovation, and impact. GitLab is where careers accelerate, innovation flourishes, and every voice is valued. Our high-performance culture is driven by our valuesand continuous knowledge exchange, enabling our team members to reach their full potential while collaborating with industry leaders to solve complex problems. Co-create the future with us as we build technology that transforms how the world develops software.

Fortune 500® is a registered trademark of Fortune Media IP Limited, used under license. Claim based on GitLab data. Fortune 100 refers to the top 20% ranked companies in the 2025 Fortune 500 list, published in June 2025. Fortune and Fortune Media IP Limited are not affiliated with, and do not endorse products or services of GitLab.

An Overview about the Role

We're looking for a Senior Product Manager to own the Lead-to-Opportunity (L2O) domain within our Salesforce and GTM technology ecosystem. This role sits at the intersection of marketing operations, sales process, and technology owning the roadmap for how leads are captured, scored, routed, and converted into pipeline, and how our broader GTM tech stack supports that motion.

This is a foundational hire one of the first product managers on a team actively transforming from a reactive BSA model into a proactive, roadmap-driven product organization. You'll be both an individual contributor driving your own domain and a mentor helping BSAs grow into product manager roles. You'll have direct influence over how we shape the team's future operating model.

What You'll Do

Internal Product Roadmap Ownership

• 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: process maps, current‑vs‑future state lead lifecycle flows, and decision logs that keep stakeholders and the team aligned on scope and ownership

Stakeholder Partnership & Requirements Translation

• Serve as the primary product voice for all L2O and GTM Systems initiatives, partnering closely with Marketing, Marketing Operations, SDR/BDR leadership, Sales, and RevOps
• Lead discovery, requirements workshops, and business process design sessions translating complex 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 rather than letting them linger
• Represent the domain in cross-team planning and leadership reviews able to explain technical constraints to business stakeholders and business context to engineers

Team Mentorship & Capability Building

• Act as a product craft mentor and senior thought partner for the BSA team, actively upskilling analysts in product thinking, requirements structuring, acceptance criteria definition, and roadmap communication
• Model and codify what "good" looks like reusable templates, rituals (backlog grooming, roadmap reviews), and a rubric BSAs can grow against
• Give BSAs increasing ownership over pieces of the roadmap as they develop, 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, raising the bar for how EntApps delivers business value

Program Strategy & Delivery Oversight

• Lead initiatives end-to-end: discovery, requirements, prioritization, solution design review, UAT, launch, and post‑launch measurement
• Write and maintain clear user stories, acceptance criteria, and lead‑flow and data‑flow diagrams that engineering and admins can build against without ambiguity
• Manage a healthy, well‑groomed backlog intake requests from Marketing and Sales Development, triage by impact and effort, and defend prioritization decisions to stakeholders
• Define success metrics per initiative (lead response time, routing accuracy, lead‑to‑opportunity conversion rate, data quality, SDR/BDR adoption) and report on outcomes, not just delivery
• Identify and de‑risk dependencies across adjacent domains campaign operations, data enrichment vendors, opportunity handoff to sales before they block delivery
• Own UAT strategy and acceptance criteria in collaboration with BSAs, ensuring system changes meet business requirements before production release

Systems Architecture Collaboration

• Partner with Enterprise Architects and Engineering Managers on Salesforce and MarTech integration design marketing automation platform to Salesforce sync, data enrichment pipelines, lead scoring and routing engines, ensuring choices hold up to governance, scale, and future roadmap needs
• Bring informed opinions on GTM platform architecture trade‑offs based on deep domain knowledge
• Stay current on platform roadmaps for Salesforce Sales Cloud and connected MarTech tools, identifying opportunities to leverage native capabilities before custom builds
• Maintain domain‑level R&R clarity, who owns what across US/India technical managers, BSAs, and adjacent pods and update as team and scope evolve
• Ability to engage deeply with engineering and architecture teams on API design, data modeling, and integration patterns.

What You’ll Bring

• 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 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, you enjoy developing people, not just managing tickets
• 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
• Experience with AI‑assisted development workflows, data governance and compliance for lead data, or prior people‑management experience

About the Team

You’ll be one of the first product managers on a team actively transforming from a reactive BSA function into a proactive, roadmap‑driven product organization. The Lead-to-Opportunity domain sits at the top of GitLab’s revenue funnel; the quality of data, routing, and conversion here affects every downstream system and every seller. Getting this right is not an IT problem; it’s a revenue problem. You’ll have direct influence over how we shape the team’s future operating model and how the next generation of BSAs grows into product managers.

The base salary range for this role’s listed level is currently for residents of theUnited States only. This range is intended to reflect the role's base salary rate in locations throughout the US. Grade level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, alignment with market data,and geographic location. The base salary range does not include any bonuses, equity, or benefits. See more information on our benefits and equity . Sales roles are also eligible for incentive pay targeted at up to 100% of the offered base salary.

Please note that we welcome interest from candidates with varying levels of experience; many successful candidates do not meet every single requirement. Additionally, studies have shown that people from underrepresented groups are less likely to apply to a job unless they meet every single qualification.

Country Hiring Guidelines: GitLab hires new team members in countries around the world. All of our roles are remote, however some roles may carry specific location‑based eligibility requirements. Our Talent Acquisition team can help answer any questions about location after starting the recruiting process.

GitLab is proud to be an equal opportunity workplace and is an affirmative action employer. GitLab’s policies and practices relating to recruitment, employment, career development and advancement, promotion, and retirement are based solely on merit, regardless of race, color, religion, ancestry, sex (including pregnancy, lactation, sexual orientation, gender identity, or gender expression), national origin, age, citizenship, marital status, mental or physical disability, genetic information (including family medical history), discharge status from the military, protected veteran status (which includes disabled veterans, recently separated veterans, active duty wartime or campaign badge veterans, and Armed Forces service medal veterans), or any other basis protected by law. GitLab will not tolerate discrimination or harassment based on any of these characteristics. See also GitLab’s EEO Policy and EEO is the Law . If you have a disability or special need that requires accommodation , please let us know during the recruiting process .

Voluntary Self-Identification

For government reporting purposes, we ask candidates to respond to the below self-identification survey.Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiringprocess or thereafter. Any information that you do provide will be recorded and maintained in aconfidential file.

As set forth in GitLab’s Equal Employment Opportunity policy,we do not discriminate on the basis of any protected group status under any applicable law.

If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection.As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measurethe effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categoriesis as follows:

A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service‑connected disability.

A "recently separated veteran" means any veteran during the three‑year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval, or air service.

An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense.

An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985.