ServiceNow Business Model: A Comprehensive Review

ServiceNow is an American software company that provides a cloud computing platform for managing digital workflows in enterprise operations. With the Now Platform at its core, ServiceNow offers a range of workflow applications to connect departments and systems seamlessly. The company’s revenue primarily comes from a subscription-based SaaS model, serving a diverse customer base across industries such as government, financial services, and healthcare.

ServiceNow’s business model revolves around empowering organizations to optimize their operations, enhance customer experiences, and drive digital transformation. Through its Technology Workflows, Customer and Industry Workflows, Employee Workflows, and Creator Workflows, ServiceNow has established itself as a leader in the cloud-based solutions market.

Key Takeaways:

  • ServiceNow offers a cloud computing platform to manage digital workflows in enterprise operations.
  • The company generates revenue through a subscription-based SaaS model.
  • ServiceNow’s workflow applications cover Technology, Customer and Industry, Employee, and Creator Workflows.
  • The Now Platform connects all of ServiceNow’s products, apps, and customer data.
  • ServiceNow has a strong partner ecosystem and sales and marketing strategy to drive business growth.

ServiceNow’s Technology Workflows

ServiceNow’s Technology Workflows offer a comprehensive suite of tools designed to assist IT departments in planning, building, operating, and servicing their technology lifecycle. These workflows encompass key functionalities such as network management, security operations, and IT asset management. By utilizing ServiceNow’s product offerings within the Technology Workflows category, organizations can optimize their IT service operations, reduce costs, and achieve greater visibility and control over their IT resources. The revenue generated from these technology workflows plays a significant role in ServiceNow’s overall platform revenue streams.

The Technology Workflows provided by ServiceNow enable IT teams to efficiently manage and automate various aspects of their technology infrastructure. Some of the notable features and benefits of ServiceNow’s Technology Workflows include:

  • Network Management: Simplify the management and monitoring of network devices, ensuring efficient networking operations and reduced downtime.
  • Security Operations: Enhance cybersecurity measures by centrally managing security incidents, vulnerabilities, and threat intelligence.
  • IT Asset Management: Gain complete visibility and control over IT assets, including hardware, software, and licenses, optimizing resource utilization and reducing costs.
  • IT Service Design and Transition: Streamline the design and transition of IT services, ensuring smooth implementation and minimizing disruptions.
  • IT Service Operations: Improve incident, problem, and change management processes, enabling faster issue resolution and minimizing service disruptions.
  • IT Business Management: Align IT investments and strategies with business goals, enabling better decision-making and resource prioritization.

ServiceNow’s Technology Workflows empower IT departments to effectively manage their technology landscape, delivering improved operational efficiency, enhanced security, and optimized resource utilization.

ServiceNow’s Customer and Industry Workflows

ServiceNow’s Customer and Industry Workflows are designed to help organizations enhance the customer experience and increase customer loyalty. These workflows enable businesses to streamline their customer service operations, improve resolution efficiency, and deliver fast support through connected digital workflows.

ServiceNow offers a range of product offerings in this category to address the diverse needs of its customer base across various industries. These include features for managing customer service issues, field service management, and industry-specific solutions.

By leveraging ServiceNow’s Customer and Industry Workflows, businesses can create seamless and personalized customer experiences, leading to improved customer satisfaction and loyalty. With ServiceNow’s industry expertise and robust workflow capabilities, organizations can optimize their customer service operations and drive operational efficiency.

ServiceNow’s customer base spans a wide range of industries, including:

  • Banking
  • Healthcare
  • Retail
  • Telecommunications

With its comprehensive suite of customer and industry workflows, ServiceNow is empowering organizations to deliver exceptional customer service, drive business growth, and foster long-term customer relationships.

ServiceNow’s Employee Workflows

ServiceNow understands the importance of a positive employee experience and the impact it has on productivity in the workplace. That’s why the company has developed a range of Employee Workflows designed to simplify and enhance how employees access and utilize services within their organization.

With ServiceNow’s Employee Workflows, employees can work and collaborate from anywhere, increasing productivity and agility. These workflows streamline and automate various HR and workplace processes, allowing employees to focus on their core responsibilities and achieve better outcomes.

Product Offerings

ServiceNow offers a comprehensive set of tools within its Employee Workflows category. These tools include:

  • HR Service Delivery: ServiceNow’s HR Service Delivery provides employees with a self-service portal where they can access HR-related information, submit requests, and track the progress of their inquiries.
  • Workplace Service Delivery: This tool simplifies the workplace experience by centralizing all workplace-related services, such as equipment requests, maintenance, and support, into one platform.
  • Safe Workplace Management: In today’s environment, creating a safe work environment is crucial. ServiceNow’s Safe Workplace Management tools enable organizations to manage health and safety protocols, schedule workplace cleanings, and track employee health screenings.

By offering these tools, ServiceNow aims to simplify the employee experience and create a consumer-like experience within the workplace. Employees can easily access the services they need, resolve issues more efficiently, and experience a seamless workflow throughout their employment journey.

ServiceNow recognizes that a well-designed and intuitive employee experience leads to improved productivity and satisfaction. By leveraging Employee Workflows, organizations can empower their employees to work at their best and drive overall business success.

ServiceNow’s Creator Workflows

ServiceNow’s Creator Workflows enable users to build and manage digital workflow applications across their entire enterprise quickly and efficiently. These workflows harness the power of ServiceNow’s low-code platform, providing a user-friendly environment for both professional developers and citizen developers to create applications with ease.

The Creator Workflows category encompasses a range of features designed to support application development and integration. Key components of the Creator Workflows include:

  • App Development: ServiceNow provides a comprehensive set of tools and resources to simplify the process of creating custom applications. With pre-built templates, low-code tools, and modular building blocks, users can accelerate the development and deployment of their applications.
  • Integration Hub: This feature allows seamless integration with external systems, enabling data exchange and process automation across different platforms. ServiceNow’s Integration Hub simplifies the development and management of integrations, promoting greater efficiency and agility.
  • Manufacturing Connected Workforce: ServiceNow’s low-code platform also caters to industry-specific needs. With the Manufacturing Connected Workforce feature, organizations in the manufacturing sector can streamline operations, enhance collaboration, and optimize productivity.

By leveraging the ServiceNow low-code platform, organizations can unlock the potential for rapid application development and deployment, enabling them to address specific business needs efficiently and effectively.

Benefits of ServiceNow’s Creator Workflows:
Accelerated Application Development
Efficient Integration with External Systems
Customizable Templates and Building Blocks
Industry-Specific Solutions

The Now Platform

The Now Platform is the foundation of ServiceNow’s business model. It provides organizations with a single platform that seamlessly connects all of ServiceNow’s products, apps, and customer data. This unified platform enables efficient workflow automation, streamlines manual processes, and offers a comprehensive view of all services and workflows.

With the Now Platform, organizations can achieve significant productivity gains by automating repetitive tasks and eliminating manual errors. By centralizing data and processes, the platform improves collaboration and communication across departments, leading to faster decision-making and better business outcomes.

The Now Platform is highly flexible, scalable, and extensible, allowing organizations to customize and integrate their existing systems with ServiceNow’s platform. This flexibility ensures that businesses can tailor the platform to their unique workflows and requirements, driving digital transformation and innovation.

Furthermore, the Now Platform empowers organizations to deliver native mobile experiences for everyday work. Features such as virtual agent and mobile onboarding enable employees to access services and complete tasks on-the-go, enhancing productivity and user satisfaction.

Overall, the Now Platform simplifies the management of complex workflows and provides organizations with a centralized hub for all their operational needs. With its powerful automation capabilities, seamless integrations, and user-friendly interface, the Now Platform revolutionizes the way businesses operate, enabling them to drive efficiency, agility, and growth.

Key Features of the Now Platform Benefits
Workflow Automation Reduces manual effort and errors, improving operational efficiency
Unified View of Services and Workflows Enhances visibility and control, enabling faster decision-making
Flexibility and Scalability Adapts to changing business needs and supports organizational growth
Seamless Integration Connects with existing systems, consolidating data and processes
Native Mobile Experiences Enables employees to work anytime, anywhere, and on any device

ServiceNow’s Product Portfolio

ServiceNow offers a comprehensive product portfolio across its Technology, Customer and Industry, Employee, and Creator Workflows. These products are designed to help organizations streamline their operations, automate workflows, and empower their workforce. Let’s explore the different offerings in each workflow category:

Technology Workflows

In the Technology Workflows category, ServiceNow provides a range of solutions to optimize IT service operations. These include:

  • IT Service Management
  • IT Operations Management
  • Security Operations
  • Network Management
  • IT Asset Management

Customer and Industry Workflows

ServiceNow’s Customer and Industry Workflows are designed to enhance the customer experience and improve efficiency. Some of the offerings in this category include:

  • Customer Service Management
  • Field Service Management
  • Financial Services Operations
  • Healthcare Operations
  • Retail Operations

Employee Workflows

ServiceNow’s Employee Workflows focus on improving the employee experience and driving productivity. The offerings in this category include:

  • HR Service Delivery
  • Workplace Service Delivery
  • Safe Workplace Management
  • Employee Onboarding
  • Employee Service Center

Creator Workflows

ServiceNow’s Creator Workflows empower users to build and manage digital workflow applications with ease. The offerings in this category include:

  • App Engine
  • Integration Hub
  • Manufacturing Connected Workforce
  • Low-Code Development
  • Application Portfolio Management

The table below provides a summary of ServiceNow’s product offerings across different workflow categories:

Technology Workflows Customer and Industry Workflows Employee Workflows Creator Workflows
IT Service Management Customer Service Management HR Service Delivery App Engine
IT Operations Management Field Service Management Workplace Service Delivery Integration Hub
Security Operations Financial Services Operations Safe Workplace Management Manufacturing Connected Workforce
Network Management Healthcare Operations Employee Onboarding Low-Code Development
IT Asset Management Retail Operations Employee Service Center Application Portfolio Management

ServiceNow’s product portfolio offers a diverse range of solutions that cater to the needs of different industries and departments. These offerings, delivered on the Now Platform, enable organizations to streamline their workflows, enhance customer experiences, and drive digital transformation.

ServiceNow’s Revenue Model

ServiceNow operates on a subscription-based Software as a Service (SaaS) revenue model, which forms the foundation of its business model. The company generates revenue primarily from subscription fees, providing customers with access to its robust software platform, ongoing support, and regular updates. Subscription revenues make up a significant portion of ServiceNow’s overall revenue, reflecting the value and demand for its innovative solutions.

In addition to subscription fees, ServiceNow also generates revenue from professional services. These services include implementation, configuration, and optimization services, ensuring that customers can effectively utilize and maximize the benefits of ServiceNow’s platform. By offering expert assistance at every stage of the implementation process, ServiceNow enhances customer satisfaction and drives continued loyalty.

The pricing structure of ServiceNow’s subscriptions and professional services is flexible and tailored to meet the diverse needs of its customers. Pricing factors may include the number of users, the scope of implementation, and the specific requirements of each organization. By offering customizable pricing options, ServiceNow ensures that its solutions are accessible to businesses of all sizes, from small startups to large enterprises.

ServiceNow pricing structure

ServiceNow’s holistic revenue model, combining subscription revenues with professional services, positions the company for consistent growth and financial success. By providing a comprehensive suite of services and adaptable pricing options, ServiceNow continues to drive customer engagement, deliver value, and establish itself as a leader in the cloud computing industry.

ServiceNow’s Sales and Marketing Strategy

ServiceNow’s sales and marketing strategy plays a crucial role in driving its business growth and expanding its market reach. The company employs a global direct sales organization to actively engage with customers and offer tailored solutions based on their unique needs. This approach allows ServiceNow to establish strong relationships with its customers and provide them with the best possible service.

ServiceNow also leverages strategic partnerships to enhance its market presence and increase sales. The company works closely with managed services providers and resale partners to expand its reach and offer its products and services to a wider audience. By collaborating with these partners, ServiceNow is able to tap into their networks and benefit from their expertise in specific industries or market segments.

To further promote its offerings, ServiceNow implements various marketing strategies. The company encourages customer referrals, leveraging satisfied customers to spread positive word-of-mouth and attract new clients. Additionally, ServiceNow invests in digital advertising campaigns to increase brand visibility and generate leads.

ServiceNow also participates in trade shows, industry events, and user forums to showcase its products and connect with potential customers. These platforms allow the company to engage directly with industry professionals, demonstrate its capabilities, and build relationships with key stakeholders.

Throughout its sales and marketing efforts, ServiceNow remains committed to continuously improving its sales capabilities, strategic alliances and partnerships, and customer support resources. By doing so, the company aims to drive business growth, expand its market share, and meet the evolving needs of its customers.

ServiceNow’s Partner Ecosystem

ServiceNow’s success is greatly attributed to its robust partner ecosystem. The company actively collaborates with various technology partners to enhance its software capabilities and seamlessly integrate with other systems. Notable technology partners include industry giants like Microsoft and IBM, who work closely with ServiceNow to continuously improve the platform and deliver cutting-edge solutions to customers.

In addition to technology partnerships, ServiceNow also relies on implementation partners to ensure the effective deployment of its software solutions. These implementation partners are professional service firms that specialize in the implementation, configuration, and optimization of ServiceNow’s vast range of products and services, guaranteeing that customers receive maximum value from their investments.

ServiceNow’s partner ecosystem extends beyond technology and implementation partnerships. The company also collaborates with reseller partners, who play a vital role in distributing ServiceNow’s products and services to customers. This strategic distribution network enables ServiceNow to reach a broader market and effectively meet the diverse needs of its customers.

Recognizing the importance of knowledge transfer, ServiceNow has established training and education partnerships for IT professionals. These partnerships provide extensive training programs and educational resources to help IT professionals leverage ServiceNow’s platform and contribute to the successful implementation of digital workflows.

Furthermore, ServiceNow forms industry partnerships to develop industry-specific solutions. By working closely with partners from various industries, ServiceNow ensures that its platform addresses the unique challenges faced by organizations in specific sectors. These industry partnerships enable the creation of tailored solutions to drive digital transformation initiatives and deliver significant value to customers.

Key Partner Types Role
Technology Partners Collaborate to improve software and integrate systems
Implementation Partners Specialized firms that ensure effective deployment
Reseller Partners Distribute ServiceNow’s products and services
Training and Education Partners Offer training programs for IT professionals
Industry Partners Develop industry-specific solutions

ServiceNow’s partner ecosystem plays a pivotal role in the company’s growth strategy. It enables ServiceNow to expand its market reach, accelerate customer digital transformations, and drive innovation. By fostering strong partnerships, ServiceNow continuously delivers value to its customers and remains at the forefront of the digital workflow revolution.


ServiceNow has solidified its position as a leading provider of cloud-based solutions for digital workflows. The company’s business model, centered around the Now Platform, empowers organizations to streamline operations, enhance productivity, and deliver exceptional customer experiences. With a diverse product portfolio catering to various industries, including IT service management, customer service management, and HR service delivery, ServiceNow offers comprehensive solutions for businesses seeking digital transformation.

ServiceNow’s commitment to customer success and continual innovation has fueled its remarkable business growth and consistently impressive financial results. As the demand for digital transformation solutions continues to rise in the expanding cloud computing market, ServiceNow is well-equipped to capitalize on the opportunity. By staying at the forefront of technology trends and prioritizing customer needs, ServiceNow ensures its position as a trusted partner for organizations undertaking digital transformation journeys.

Looking ahead, ServiceNow is poised for continued success as it leverages its Now Platform and extensive product offerings to address evolving business challenges. With a focus on driving efficiency, improving workflows, and delivering tangible business outcomes, ServiceNow remains committed to empowering organizations to thrive in the digital age.


What is ServiceNow’s business model?

ServiceNow operates on a cloud computing platform that connects digital workflows for enterprise operations. The company generates revenue primarily through a subscription-based SaaS model and also offers professional services.

What are ServiceNow’s Technology Workflows?

ServiceNow’s Technology Workflows encompass a range of tools for IT departments, including network management, security operations, and IT asset management. These workflows optimize IT service operations and improve visibility and control over IT resources.

What are ServiceNow’s Customer and Industry Workflows?

ServiceNow’s Customer and Industry Workflows help businesses enhance the customer experience and increase customer loyalty. These workflows streamline customer service operations and provide fast support through connected digital workflows.

What are ServiceNow’s Employee Workflows?

ServiceNow’s Employee Workflows focus on improving the employee experience and productivity. These workflows enable employees to work and collaborate from anywhere, providing tools for HR service delivery and workplace service delivery.

What are ServiceNow’s Creator Workflows?

ServiceNow’s Creator Workflows empower users to create and manage cross-enterprise digital workflow applications quickly. These workflows leverage ServiceNow’s low-code platform, allowing both professional developers and citizen developers to build applications with ease.

What is the Now Platform?

The Now Platform is the foundation of ServiceNow’s business model. It connects all of ServiceNow’s products, apps, and customer data and enables workflow automation, simplifies manual processes, and provides a unified view of all services and workflows.

What is included in ServiceNow’s product portfolio?

ServiceNow’s product portfolio includes offerings across Technology, Customer and Industry, Employee, and Creator Workflows. This includes IT service management, customer service management, HR service delivery, workplace service delivery, and more.

How does ServiceNow generate revenue?

ServiceNow generates revenue primarily through its subscription-based SaaS model. Subscription fees give customers access to the software platform, support, and updates. The company also generates revenue from professional services, including implementation and optimization services.

What is ServiceNow’s sales and marketing strategy?

ServiceNow sells its products and services primarily through its global direct sales organization. The company also works with managed services providers and resale partners to expand its market reach. Marketing efforts include customer referrals, digital advertising, and participation in industry events.

How does ServiceNow leverage its partner ecosystem?

ServiceNow collaborates with technology partners, implementation partners, and reseller partners to deliver its products and services effectively. The partner ecosystem helps expand ServiceNow’s market reach, deliver value to customers, and drive digital transformation initiatives.

What has been ServiceNow’s business growth trend?

ServiceNow has consistently delivered strong financial results and experienced significant business growth. As a leading provider of cloud-based solutions for digital workflows, the company is well-positioned for continued success in the expanding cloud computing market.