The CXLive! Episode 94: Defining Your Global Location and Investment Strategy with Imogen Broomhead

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.HighlightsGrowth from 3 Centers/4 team members to 10 Centers/50 team members by December 2026Developing a Global Program Strategy 3 Pillars (set with CMO) Program: Immersive StorytellingPlace: World-Class ExperiencesPeople: Elite Team Must have: team member onboarding program - 6 monthsLocation and Investment StrategyInnovation Center Global MapAlignmentMarketing does not decide innovation center locations Work with Execs in Sales and Go-to-Market teamsComplex RACI model Don’t open centers too fastNew Center Eligibility Criteria Pipeline/TAM data in region - opps, industries, etc. Success metrics - capacity targets per locationKPIs for Areas - High volume accountsBudget, Ops Resourcing, SMEs, etc. Specs Overview WPS Global Playbook - templatized Define ‘Apple Store’ look & feel Set consistent specs for architects to work fromCenter Upgrades / Business Case ProcessMap capital works plans with WPS Teams Red/Amber/Green assessments - clear picture for executives Process to seek funding to insert centers into capital works planRetiring Centers + Supporting the Field Sunsetting strategyOut of Center offerings “Beyond the Briefing” Global Non-NegotiablesProgram, Place and PeopleDeliver elite experiences w/storytelling & technologyEBC - 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-focusedAI Networking Breakfast, Wine Club, etc. ResourcesHow ServiceNow Uses Executive Briefing Centres to Grow Relationships with C-level ClientsGuest Thought LeaderImogen Broomhead, Senior Director, Global Executive Experience Program, ServiceNowImogen 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.