GTM Change Enablement Senior Principal
Workday · United States, California, Pleasanton
Your work days are brighter here.
We’re obsessed with making hard work pay off, for our people, our customers, and the world around us. As a Fortune 500 company and a leading AI platform for managing people, money, and agents, we’re shaping the future of work so teams can reach their potential and focus on what matters most. The minute you join, you’ll feel it. Not just in the products we build, but in how we show up for each other. Our culture is rooted in integrity, empathy, and shared enthusiasm. We’re in this together, tackling big challenges with bold ideas and genuine care. We look for curious minds and courageous collaborators who bring sun-drenched optimism and drive. Whether you're building smarter solutions, supporting customers, or creating a space where everyone belongs, you’ll do meaningful work with Workmates who’ve got your back. In return, we’ll give you the trust to take risks, the tools to grow, the skills to develop and the support of a company invested in you for the long haul. So, if you want to inspire a brighter work day for everyone, including yourself, you’ve found a match in Workday, and we hope to be a match for you too.
About the Team
It's fun to work in a company where people truly believe in what they're doing. At Workday, we're committed to bringing passion and focus to the business of enterprise applications. We work hard, and we're serious about what we do. But we like to have a good time, too. In fact, we run our company with that principle in mind every day: One of our core values is fun.
Business Technology(BT) in Workday continues its mission to deliver unparalleled value to our business partners and customers. The Strategy and Business Operations team works with stakeholders within BT and outside to define, align on, and implement the strategic programs and operations. The team is also responsible for standardizing program methodologies, tools and operations/metrics across the BT organization to provide a unified experience to business stakeholders and customers.
About the Role
We're looking for an experienced Change Enablement professional to serve as the senior voice for change and adoption across our Go-to-Market (GTM) systems landscape — including CRM, quote-to-cash, and the broader GTM platform ecosystem that our Sales, Customer Success, and Marketing teams rely on every day. As a P6 Senior Principal, Individual Contributor, your immediate focus will be the enablement strategy for our GTM transformation program, a critical, high-visibility initiative reshaping how GTM teams sell, service, and grow our business.
This role works on issues that directly impact selling success and addresses future-state GTM concepts, systems, and ways of working — not just the next release. You'll exercise wide latitude in determining the objectives and approach for critical, ambiguous assignments, and you'll build formal networks with key decision makers across GTM leadership, Business Technology, and Program Management, often serving as a spokesperson for change enablement in front of senior and executive stakeholders. As an expert in the field, you'll apply deep change management and GTM systems knowledge to resolve critical issues and shape broad-reaching enablement design — operating with greater autonomy and strategic scope than a typical senior manager-level role, and without formal people management responsibility.
A track record of enabling complex GTM or CRM systems change, a sharp instinct for what will and won't land with sales and customer-facing teams, and a strong point of view on how AI is transforming GTM workflows (from AI-assisted selling to forecasting and service) are all critical to success here.
About You
Responsibilities- Own the change enablement strategy for the GTM transformation program, defining the overall approach, sequencing, and readiness plan that aligns with the program's milestones and business outcomes.
- Serve as a senior spokesperson and trusted advisor for change enablement to GTM leadership (Sales, Customer Success, Marketing, RevOps) and Business Technology stakeholders, building formal networks with key decision makers to secure sponsorship and alignment.
- Exercise wide latitude in shaping objectives and approach for critical, often ambiguous GTM systems initiatives — determining the right methodology, sequencing, and engagement model rather than following a predefined playbook.
- Define persona-based enablement campaigns tailored to distinct GTM audiences (e.g., Account Executives, SDRs, Customer Success Managers, Sales Leaders, Marketing Ops) to ensure messaging, training, and support resonate with how each group actually works.
- Champion the responsible use of AI in both the enablement approach and the GTM systems being adopted — using generative AI to accelerate content creation and personalization, and helping GTM teams understand and adopt AI-driven capabilities (e.g., AI-assisted selling, forecasting, or service tools) introduced through the transformation program.
- Partner with GTM Transformation program leadership to translate complex systems and process change into clear enablement plans, communications, and training that drive adoption and minimize disruption to revenue-generating teams.
- Create high-quality, consumable enablement materials — including Slack updates, email communications, short-form video tutorials, intranet/FAQ content, and AI-powered self-service resources — that simplify complex GTM systems and process changes.
- Curate and share GTM transformation success stories, capturing measurable wins and lessons learned to build momentum, credibility, and executive confidence in the program.
- Define and track adoption and business-outcome metrics specific to GTM systems and processes (e.g., rep productivity, pipeline hygiene, time-to-proficiency), using data and AI-assisted analytics to continuously refine the enablement approach.
- Collaborate cross-functionally with GTM systems product/engineering teams, enablement and communications peers, and Business Technology to drive a cohesive adoption approach across the GTM platform ecosystem.
- Act with urgency, judgment, and organization in a fast-moving, often ambiguous environment where GTM transformation priorities can shift quickly.
- Contribute to in-person and virtual collaboration sessions, bringing a GTM and end-user lens to broader program and systems discussions.
QualificationsBasic Qualifications
- 12+ years of experience in change management, GTM/CRM systems enablement, IT communications, or a related field
- Direct exposure to enablement for GTM systems (e.g., Salesforce/CRM, CPQ, quote-to-cash, or related GTM platform tooling), ideally through a large-scale systems or process transformation
- Demonstrated experience defining and leading enablement strategy for critical, ambiguous initiatives with wide latitude over approach and objectives
- Experience leveraging, or critically evaluating the use of, AI tools and technologies in work processes, decision-making, or problem-solving
Other Qualifications
- Expert-level knowledge of change management principles and methodologies, used to resolve critical issues and shape broad enablement design
- Strong understanding of GTM functions (Sales, Customer Success, Marketing, RevOps) and how systems and process change affects their daily work
- Proven ability to build formal relationships with key decision makers and serve as a credible spokesperson for change enablement at senior and executive levels
- Experience designing persona-based enablement campaigns and curating success stories across varied audiences
- Excellent written and verbal communication skills, with the ability to translate complex GTM systems and process changes into clear, audience-specific messaging
- Comfort working with generative AI tools for content creation, drafting, and analysis, paired with sound judgment about when human review and nuance are essential
- Experience defi