Senior Product Manager, CRM & GTM Systems

Details

GitLab is seeking a Senior Product Manager to own the Lead-to-Opportunity (L2O) domain within its Salesforce and go-to-market technology ecosystem. The role focuses on how leads are captured, scored, routed, and converted into pipeline, as well as how the broader GTM technology stack supports that process.

This is a foundational individual contributor role and one of the first product management positions on a team transforming from a reactive business systems analyst model into a proactive, roadmap-driven product organization. The role also includes mentoring BSAs and helping shape the team's future operating model.

Responsibilities

Internal Product Roadmap Ownership

• Define, own, and maintain the multi-quarter internal product roadmap for the Lead-to-Opportunity domain, including lead capture, enrichment, scoring, routing, conversion, opportunity management, and the broader GTM technology stack integrated with Salesforce.
• Translate business strategy from Marketing, Sales Development, Revenue Operations, and GTM leadership into prioritized system capabilities with clear outcomes and success metrics.
• Define quarterly and half-year strategic priorities while balancing new capabilities, stabilization, and technical debt reduction.
• Drive quarterly planning ceremonies with Engineering Managers and BSAs to align capacity with roadmap commitments.
• Maintain domain documentation, including process maps, current- and future-state lead lifecycle flows, and decision logs.

Stakeholder Partnership and Requirements Translation

• Serve as the primary product voice for L2O and GTM Systems initiatives, partnering with Marketing, Marketing Operations, SDR/BDR leadership, Sales, and RevOps.
• Lead discovery, requirements workshops, and business process design sessions.
• Translate complex GTM and marketing operations requirements into actionable system specifications.
• Resolve ambiguity between business needs and engineering implementation through structured frameworks and documented decisions.
• Lead stakeholder alignment sessions, surface trade-offs, build consensus, and drive decisions to closure.
• Represent the domain in cross-team planning and leadership reviews, explaining technical constraints to business stakeholders and business context to engineers.

Team Mentorship and Capability Building

• Mentor BSAs in product thinking, requirements structuring, acceptance criteria definition, and roadmap communication.
• Create reusable templates, rituals, backlog-grooming and roadmap-review practices, and capability rubrics.
• Give BSAs increasing ownership of roadmap areas as they develop, supported by regular feedback and structured check-ins.
• Partner with leadership to evolve the team's operating model from project execution to product-led value delivery.

Program Strategy and Delivery Oversight

• Lead initiatives end-to-end, from discovery and requirements through prioritization, solution design review, UAT, launch, and post-launch measurement.
• Write and maintain user stories, acceptance criteria, and lead-flow and data-flow diagrams.
• Manage and prioritize a backlog of requests from Marketing and Sales Development based on impact and effort.
• Define and report on success metrics such as lead response time, routing accuracy, lead-to-opportunity conversion rate, data quality, and SDR/BDR adoption.
• Identify and de-risk dependencies involving campaign operations, data-enrichment vendors, and opportunity handoff to Sales.
• Own UAT strategy and acceptance criteria with BSAs to ensure system changes meet business requirements before production release.

Systems Architecture Collaboration

• Partner with Enterprise Architects and Engineering Managers on Salesforce and MarTech integration design, including marketing automation platform synchronization with Salesforce, data-enrichment pipelines, lead-scoring systems, and routing engines.
• Provide informed opinions on GTM platform architecture trade-offs.
• Stay current on Salesforce Sales Cloud and connected MarTech roadmaps, identifying opportunities to use native capabilities instead of custom builds.
• Maintain clarity around responsibilities across technical managers in the United States and India, BSAs, and adjacent teams.
• Engage with engineering and architecture teams on API design, data modeling, and integration patterns.

Requirements

• At least 7 years of experience in Salesforce product management, business systems analysis, or Marketing/Revenue Operations technology roles, with demonstrated growth into product ownership.
• Strong knowledge of Lead-to-Opportunity processes, including lead capture, scoring, routing, conversion, and their connection to marketing execution and sales pipeline.
• Hands-on familiarity with Salesforce Sales Cloud, marketing automation platforms such as Marketo, HubSpot, or Pardot, lead-scoring and routing tools, and data-enrichment or intent providers.
• Understanding of the quoting process.
• Experience owning and communicating multi-quarter internal product roadmaps to senior business and technology stakeholders.
• Experience leading initiatives end-to-end with multiple stakeholders and competing priorities, particularly across Marketing and Sales.
• Technical fluency sufficient to engage with engineering on API design, data-model decisions, and integration trade-offs without needing to write code.
• Experience mentoring or upskilling analysts and BSAs.
• Excellent written and verbal communication skills, including the ability to explain technical trade-offs to non-technical executives and translate business needs into clear technical requirements.
• Comfort operating in ambiguity and creating structure where none exists.
• Experience with AI-assisted development workflows, data governance and compliance for lead data, or people management is beneficial.

Benefits

• Benefits supporting health, finances, and well-being.
• Flexible paid time off.
• Team member resource groups.
• Equity compensation and employee stock purchase plan.
• Growth and development fund.
• Parental leave.

GitLab states that all roles are remote, though some roles may have location-based eligibility requirements. The United States base salary range is $104,800–$176,400 USD, excluding bonuses, equity, and benefits.