Role Summary Principal Product Manager owning the full E2E SW CRM product vision and roadmap across the CRM++ value stream (Single CRM Consolidation, Entitlements, Sales Comp, WXP Hardening, Master Data, SFDC R&M; etc.).

This is a generalized req: the detailed delivery plan is not finalized yet, so the PM sets strategic direction and prioritization as the roadmap firms up, rather than executing a fixed pre-defined plan. Defines PRDs for cross-program initiatives and aligns business outcomes with technical solution architecture. Leads E2E product governance - QBRs, steering committee updates with L3 / L4 Sponsors.

Coordinates roadmap alignment with the Program Manager and drives cross-org product strategy alignment (Digital, EO, HPS, CO, Print, Software Sales, Finance).

Key Responsibilities

- Product Strategy & Multi-Cloud Roadmap
- Define Platform Vision: align business goals (e.g., accelerating deal velocity, lowering customer support resolution times) with the appropriate Salesforce cloud solutions
- Build Multi-Cloud Strategy: evaluate how different Salesforce products - Sales Cloud, Service Cloud, Data Cloud, Experience Cloud, Revenue Cloud (CPQ) - work together within the enterprise architecture
- Feature vs. Buy vs. Standard Evaluation: decide when to use standard Out-of-the-Box (OOTB) functionality, purchase third-party managed packages from the AppExchange, or fund custom Apex/LWC development
- Technical Strategy & AI/Automation Governance
- Agentic & AI Workflows: strategy for implementing Salesforce AI capabilities (e.g., Agentforce, Einstein Copilot, Prompt Builder) to automate multi-step business actions
- Data Architecture Strategy: partner with enterprise architects to utilize Data Cloud or external data lakes/warehouses, ensuring clean, real-time data flow into Salesforce for unified operational reporting
- Minimize Technical Debt:



manage custom code, legacy workflows, and Apex triggers; continuously migrate legacy setups toward standard platform automation (e.g., Flow Orchestration) to keep release maintenance overhead low
- Stakeholder Management & Value Realization
- Executive & Business Alignment: translate complex business requests into scalable platform capabilities, acting as the primary liaison between business units (Sales, Support, Marketing, Ops) and IT/Engineering
- ROI & Value Tracking: measure business outcomes post-release (e.g., lead-to-opportunity conversion changes, user adoption rate, time-to-close metrics, platform cost-per-user)
- Trade-Off Negotiation: manage competing priorities across revenue and operations teams to sequence implementation phases into actionable MVPs
- Release Management & Ecosystem Alignment
- Salesforce Release Strategy: evaluate Salesforce's platform releases to identify high-value new features, plan sandbox regression tests, and incorporate relevant capabilities into the backlog
- Vendor & AppExchange Governance: manage third-party SaaS vendors, app package licenses, and third-party integrations connected into the SFDC environment
- License & Capacity Planning: monitor usage of platform limits (API calls, storage limits, custom objects, license allocations) to optimize total cost of ownership (TCO)
- Agile Backlog & Delivery Supervision
- Epic & User Story Framing: map out high-level epics, user journeys,



and technical dependencies for Salesforce developers, architects, and admins
- Sprint Execution Oversight: partner closely with SFDC Product Owners or Scrum Masters during sprint planning, backlog refinement, and acceptance validation

Required Experience & Skills

- 9-12 years Product Manager / SFDC product experience in enterprise SaaS environments
- Principal-level product thinking
- Deep, hands-on SFDC platform expertise spanning: Funnel / Forecasting
- Renewals
- Entitlements
- Master Data
- WXP (Partner/Subscription ecosystem)
- DEEP E2E SW CRM ecosystem expertise
- 5+ years hands-on with Salesforce Sales Cloud + Service Cloud + Experience Cloud and Lead-to-Cash process & capabilities
- Enterprise-grade product management skills
- roadmap prioritization
- trade-off analysis
- MoSCoW
- RICE frameworks
- Multi-VP stakeholder management
- comfort presenting to L3/L4 Sponsors and steering committees
- Data-driven decision making
- comfortable working with SFDC dashboards
- Tableau
- Excel forecasting models
- Understanding of adjacent platforms: WXP (Subscription)
- SAP OTC
- MDM/MADO
- CPQ/IQ
- Neuron
- Contractual + Transactional Selling

Nice to Have

- AI/ML product experience (Agentforce
- Einstein
- Generative AI use cases in Sales/Service)
- HP or Fortune 100 tech industry experience in CRM/SFDC product management at enterprise scale
- SAFe / Scaled Agile Product Management certification

Why This Role Matters This Principal Product Manager is the single owner of the E2E SW CRM roadmap - connecting several programs into one coherent product strategy. Without this role, CRM++ fragments into Project-level decisions with no cross-program coherence. The right PM converts strategy into a roadmap the whole value stream can execute against.

📌 Product Manager ·E SW CRM (SFDC) (Barcelona)
🏢 W3Global
📍 Barcelona