Twelve years leading technical marketing strategy for enterprise AI.

I ran the technical marketing function for ServiceNow’s Technology Workflows portfolio across the full arc of enterprise AI. Foundational ML, generative AI, and agentic automation. The buyer was never easy. The product was always real. The job was making both of those things true at the same time, in the same story.

Chad Corriveau, Technical Marketing Strategist and Founder of ThinkRoot
San Diego, CA
The Short Version

The full arc of enterprise AI.
From the inside out.

Enterprise buyers had been burned by inflated AI promises long before the technology could deliver on them. I led the technical marketing function responsible for making AI credible inside one of the world’s largest enterprise software companies. For CIOs presenting to boards, for analysts writing Gartner Magic Quadrant and Forrester Wave evaluations, for Global 2000 enterprises making nine-figure platform decisions.

That meant owning the full go-to-market strategy, competitive intelligence infrastructure, analyst briefing program, demo architecture, keynote frameworks, and sales enablement systems across ServiceNow’s Technology Workflows portfolio: ITSM, ITOM, DevOps, AIOps, SPM, Risk, Security, and Operational Technologies. The platform where enterprise cloud, AI, and workflow automation converge at scale. I built the story that moved that product in market, and trained the 3,000 field sellers and 12,000 technical practitioners responsible for delivering it.

Before ServiceNow, I spent a decade running businesses in Tokyo. That chapter gave me B2B market fluency, deep Japanese enterprise culture, and the ability to operate without infrastructure. When ServiceNow expanded in Japan, I came back to the same city in a completely different capacity: training Solution Consultants and building the technical narrative for Japan Tobacco International, Japan Railways, and the broader APAC enterprise market. Two very different versions of Tokyo. One through-line.

See the work
The Career Arc

Three phases of enterprise AI.
One through-line.

Each phase required a completely different narrative posture. Different buyers, different objections, different degrees of category familiarity. This is how the story actually got built across all three, and what each transition demanded.

Phase 01
2019 – 2022

Foundational ML

The technology was real but invisible to most buyers. AIOps and predictive intelligence were delivering measurable outcomes for enterprises, but the market had no vocabulary for what it was evaluating. I built the go-to-market strategy and narrative architecture that surfaced those outcomes where buying decisions are actually shaped: Gartner Magic Quadrant positioning, Forrester Wave strategy, analyst briefing programs, and the competitive intelligence infrastructure that established ServiceNow’s credibility before buyers formed their own opinions.

AIOps ITSM ITOM Gartner MQ Forrester Wave
Phase 02
2022 – 2024

Generative AI

The category exploded faster than enterprise buyers could process it. Every competitor made the same credibility claim. I led the technical marketing strategy for Now Assist across the full Technology Workflows portfolio, including DevOps, Security, Risk, and Service Management, and built the competitive counter-narrative against a field where differentiation was increasingly difficult to establish. Forrester Wave positioning, analyst relations strategy, and the mainstage keynote architecture for ServiceNow Knowledge in front of 20,000 attendees.

GenAI Now Assist Platform Narrative Competitive Intel Knowledge 2023
Phase 03
2024 – Present

Agentic AI

This is the hardest version of technical marketing: the category does not exist yet. Buyers are evaluating something they have no frame for. You cannot anchor to familiar comparisons because none exist. You have to build the conceptual scaffolding before you can put a product inside it. At ServiceNow, that meant building the early narrative architecture for Autonomous IT and agentic automation before enterprise buyers had language for what they were being asked to evaluate. The positioning challenge was not differentiation. It was definition.

Agentic AI Autonomous IT Category Creation ThinkRoot
Background & Credentials

The foundation behind the work.

Technical marketing credibility is earned across multiple contexts and stakes levels, not just inside one company. The combination of enterprise software, entrepreneurial operation, military service, and cross-cultural market experience produces a different kind of strategic instinct than any single track does alone.

Work together
Enterprise / ServiceNow
Led technical marketing strategy for the Technology Workflows portfolio spanning ITSM, ITOM, DevOps, AIOps, SPM, Risk, Security, and Operational Technologies. The enterprise cloud and platform layer where AI and workflow automation converge at Global 2000 scale.
Tokyo / Chapter One
Entrepreneur, Japan. 10 years building and operating businesses in Tokyo. B2B sales, enterprise partnerships, and Japanese market entry without a safety net.
Tokyo / Chapter Two
ServiceNow APAC. Returned to Tokyo as technical marketing lead for Japan. Built the narrative and trained Solution Consultants for Japan Tobacco International, Japan Railways, and the broader APAC enterprise market.
Military
U.S. Navy. Yeoman E-4. Top Secret clearance. Honorable discharge.
Education
MBA, Cum Laude. Forbes School of Business & Technology, University of Arizona
Education
BA. Political Science & Communications, University of San Diego
Honors
Golden Key Honor Society  ·  SALUTE Veterans Honor Society
Speaking History

The story delivered
to global audiences.

Mainstage keynotes, analyst briefings, and practitioner sessions across Gartner, ServiceNow, and industry forums. Audiences ranging from ITSM practitioners to enterprise CIOs, across five continents.

Gartner
Gartner IT Symposium / Xpo
Enterprise AI and IT operations strategy for global C-suite and technology leadership audiences.
ServiceNow
Knowledge, Mainstage & Breakout
Mainstage keynote architect three consecutive years — 20,000+ attendees each. Live demo architecture, product narrative, and competitive story at global scale.
ServiceNow
World Forums
Regional enterprise AI narrative across North America, EMEA, and APAC. Technology Workflows portfolio positioning.
ServiceNow
CreatorCon
Technical platform narrative for builder and developer audiences. Low-code AI, extensibility, and workflow automation.
Industry
Service Management World
AI-era IT service management strategy for enterprise operations practitioners and ITSM leaders.
Media
Tech Smart TV
Enterprise AI narrative and technical marketing strategy for technology media audiences.
Field & APAC
Global Enablement & Tokyo SC Training
Narrative training for 3,000+ field sellers, 12,000 technical practitioners, and Solution Consultant programs in Tokyo, Japan.
Organizations Where the Narrative Was Built and Tested

Technical stories built for organizations where the wrong narrative has real consequences.

CERN
Disney
USAF
US Army
USAA
MassDOT
Stellantis
Fort Worth ISD
Japan Tobacco
Japan Railways

“Most technical marketing fails at the same moment. The story does not match the product. The product is real. The capability is proven. But the narrative does not carry the weight it needs to carry. Buyers cannot picture themselves in it.

Chad Corriveau, ThinkRoot

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