In our latest episode, Imogen Broomhead, Senior Director, Global Executive Experience Program, shares how she and her team built ServiceNow’s global program strategy, with a focus on Location and Investment Strategy. From defining primary pillars and KPIs with executive leadership to establishing a six-element infrastructure, Imogen outlines the consistent, data-driven methodologies behind their approach. She explains new center eligibility criteria, her partnership with Workplace Services (WPS) to create Global Playbooks for new builds, and how red/amber/green assessments give executives a clear view of Innovation Center health and upgrade needs. The result is a scalable model for building and managing a global program that showcases ServiceNow’s value to current and prospective customers.

Highlights

Growth from 3 Centers/4 team members to 10 Centers/50 team members by December 2026
Developing a Global Program Strategy
- 3 Pillars (set with CMO)
  - Program: Immersive Storytelling
  - Place: World-Class Experiences
  - People: Elite Team
    - Must have: team member onboarding program - 6 months
Location and Investment Strategy
- Innovation Center Global Map
- Alignment
  - Marketing does not decide innovation center locations
  - Work with Execs in Sales and Go-to-Market teams
  - Complex RACI model
  - Don’t open centers too fast
- New Center Eligibility Criteria
  - Pipeline/TAM data in region - opps, industries, etc.
  - Success metrics - capacity targets per location
  - KPIs for Areas - High volume accounts
  - Budget, Ops Resourcing, SMEs, etc.
- Specs Overview
  - WPS Global Playbook - templatized
  - Define ‘Apple Store’ look & feel
  - Set consistent specs for architects to work from
- Center Upgrades / Business Case Process
  - Map capital works plans with WPS Teams
  - Red/Amber/Green assessments - clear picture for executives
  - Process to seek funding to insert centers into capital works plan
- Retiring Centers + Supporting the Field
  - Sunsetting strategy
  - Out of Center offerings “Beyond the Briefing”
Global Non-Negotiables
- Program, Place and People
- Deliver elite experiences w/storytelling & technology
- EBC - in service of customers
Capturing Impact
- Quality not quantity - influence most strategic accounts
- Host C-Suite only - Focus on closing business
Be ‘Yes’ People, Be Creative and Customer-focused
- AI Networking Breakfast, Wine Club, etc.

Resources

How ServiceNow Uses Executive Briefing Centres to Grow Relationships with C-level Clients

Guest Thought Leader

Imogen Broomhead, Senior Director, Global Executive Experience Program, ServiceNow

Imogen is a dynamic technology leader and customer experience champion with over eight years at ServiceNow. She leads the vision and execution of the company’s global Innovation Centers, transforming them into strategic programs that help customers, account teams, and executives innovate faster. Recognized as a CXO empath, SaaS marketer, and technology specialist, Imogen blends strategic thinking with strong execution. Her leadership is rooted in empathy, collaboration, and delivering measurable outcomes that align executive experiences with business goals and drive meaningful transformation.