Product Manager, CRM & GTM Systems

Own the Lead-to-Opportunity product domain across Salesforce and GTM systems. Define multi-quarter roadmaps, translate Marketing and Sales requirements into system capabilities, prioritize backlogs, lead discovery and delivery, oversee UAT and launches, establish success metrics, and guide Salesforce and MarTech architecture decisions. Mentor BSAs transitioning into product roles while helping evolve the organization toward proactive, roadmap-driven product management., 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.

• 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

The base salary range for this role’s listed level is currently for residents of the United 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. United States Salary Range $104,800-$176,400 USD How GitLab Supports Full-Time Employees

• Benefits to support your health, finances, and well-being
• Flexible Paid Time Off
• Team Member Resource Groups
• Equity Compensation & Employee Stock Purchase Plan
• Growth and Development Fund
• Parental Leave, United States Easy Apply 148K-248K Annually Entry level 148K-248K Annually Entry level Cloud * Security * Software * Cybersecurity * Automation Leads GitLab’s National Security Group regional sales team, driving new and expansion revenue across U.S. federal agencies. Responsibilities include hiring and coaching Account Executives, forecasting, pipeline management, complex deal strategy, executive negotiations, federal procurement, FedRAMP-related selling, partner engagement, and account expansion. The role collaborates with Customer Success, Product, Marketing, Renewals, distributors, and systems integrators while traveling as needed for customer and team engagements. Top Skills: CRMDevsecopsFedrampGitlabMarketing AutomationSalesforce GitLab, United States Easy Apply 105K-176K Annually Senior level 105K-176K Annually Senior level Cloud * Security * Software * Cybersecurity * Automation Lead renewal analytics and forecasting for direct and channel motions. Build renewal health scoring and predictive models, improve Clari and SFDC processes, surface churn and expansion insights, partner with RevOps/Finance/IT, automate reporting, and present recommendations to senior stakeholders to improve retention and renewal performance. Top Skills: ClariClaudeExcelGleanGoogle SheetsLookerSalesforceSisenseSnowflakeSQLTableau GitLab, United States Easy Apply 148K-248K Annually Senior level 148K-248K Annually Senior level Cloud * Security * Software * Cybersecurity * Automation Leads GitLab’s global SMB new-business organization across EMEA and AMER, overseeing regional sales, BDR, and SDR managers. Owns new-logo strategy, pipeline generation, quota and territory planning, forecasting, revenue reporting, hiring, manager development, and cross-functional alignment. The role drives outbound sales motions, develops team performance, analyzes market opportunities, and represents new-business strategy to senior leadership. Top Skills: ClariCRMDevsecopsGitlabMarketing AutomationMarketoSalesforce

What you need to know about the Colorado Tech Scene

With a business-friendly climate and research universities like CU Boulder and Colorado State, Colorado has made a name for itself as a startup ecosystem. The state boasts a skilled workforce and high quality of life thanks to its affordable housing, vibrant cultural scene and unparalleled opportunities for outdoor recreation. Colorado is also home to the National Renewable Energy Laboratory, helping cement its status as a hub for renewable energy innovation.

Key Facts About Colorado Tech

• Number of Tech Workers: 260,000; 8.5% of overall workforce (2024 CompTIA survey)
• Major Tech Employers: Lockheed Martin, Century Link, Comcast, BAE Systems, Level 3
• Key Industries: Software, artificial intelligence, aerospace, e-commerce, fintech, healthtech
• Funding Landscape: $4.9 billion in VC funding in 2024 (Pitchbook)
• Notable Investors: Access Venture Partners, Ridgeline Ventures, Techstars, Blackhorn Ventures
• Research Centers and Universities: Colorado School of Mines, University of Colorado Boulder, University of Denver, Colorado State University, Mesa Laboratory, Space Science Institute, National Center for Atmospheric Research, National Renewable Energy Laboratory, Gottlieb Institute

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 values and 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., 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.