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.
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.
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.
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.
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.
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.
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 togetherMainstage keynotes, analyst briefings, and practitioner sessions across Gartner, ServiceNow, and industry forums. Audiences ranging from ITSM practitioners to enterprise CIOs, across five continents.
“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
See the work that was built, read the frameworks in Field Notes, or reach out directly. The conversation is open.