Colin Fleming

Executive Vice President & Chief Marketing Officer, Servicenow

Search every verified Colin Fleming interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Colin Fleming, Executive Vice President and Chief Marketing Officer at ServiceNow, has described shifting the company’s marketing strategy from product-led to brand-led after joining in May 2024. He stated that the company needed to "tell a bigger story" and connect the platform’s capabilities to "real world transformation." Fleming said he reduced lead generation by about 50% in his first year, explaining that the company moved from treating a lead as an outcome to viewing it as a "signal," and prioritized quality over quantity. He also described an internal initiative he called "Project Marie Condo," which involved decluttering marketing activities and measuring outcomes rather than inputs. Fleming has positioned ServiceNow as a CRM company in the context of agentic AI, stating that the company simplified its product messaging from "hundreds of SKUs and lots of four-letter acronyms" to six core solutions, including CRM. He noted that ServiceNow holds a small percentage of the CRM market but has "incredible momentum." Regarding AI, Fleming said the company aims to be a "control tower for agentic AI and for data" and that it is open to customers using its domain-specific LLMs built with NVIDIA or plugging in other models. He also remarked that "AI won't take your job; it's going to be people using AI that will take your job."