Q: B2B companies don’t necessarily have a clean reputation for pushing the marketing or communication envelope. Fair or unfair?
Michael: Part unfair, part fair. Dynamic in enterprise software is almost always about a product -led sales move or a relationship -led sales move. Both moves are difficult, and cannot be successful without good marketing and communication. In that sense, I tend to think that these functions are somewhat unsung in terms of the great work done throughout the industry.
In saying that, we have been too conservative historically about supporting current business models, often at the cost of creating new capabilities, new content, new experiences that will actually take the business in a completely different direction. That’s what I believe we can do with ServiceNow. We can change the engine while the rocket is in the middle of flight.
Paige: It’s a tough, fiercely competitive industry, so I really think some of the best communications and marketing in the world are done within B2B. It’s hard to get attention and avoid noise, so I don’t want anyone to think that somehow broadcasters and marketers in this field aren’t that dynamic. That’s also true of the team at ServiceNow, before Michael and I came here.
One thing from a communication perspective that I think is fair to note is this idea of the echo chamber. Enterprise software is an exciting space with so much potential to help businesses in various industries disrupt the status quo. Sometimes, however, we speak an annoying, unrelated language that the industry itself understands but leaves a large audience. If we continue to evaluate ourselves at this level, and keep things human, I’m confident we’ll like the results.
Paige is not alone. “What I like about the marketing and communication functions is that they are focused every day on connecting people to our goal,” said CEO Bill McDermott.
“Together with Michael Park and Paige Young, ServiceNow has hit the leadership jackpot,” Bill added. “I love the passion and experience they both bring to our company. There’s no room for small dreams at ServiceNow. With these two at the helm, we plan to redefine the standard for best-class marketing and communications.”
Find out more about the ServiceNow leadership team.
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