How Does ServiceNow Make Money? ServiceNow Business Model In A Nutshell

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Written By Angelo Sorbello

Tech entrepreneur and passionate about business



With a customer base consisting primarily of large enterprises across industries, ServiceNow has established itself as a prominent player in the IT services industry. Leveraging a cloud-based delivery model, the company ensures remote accessibility to its comprehensive platform, which enables organizations to streamline operations, automate tasks, and integrate systems.

This article explores the business model of ServiceNow, including its origin story, customer segments, distribution and marketing strategies, revenue generation, and connected business models. Discover how ServiceNow makes money and solidifies its position in the market.

Key Takeaways

  • ServiceNow offers a platform for managing digital workflows, customization, cloud-based accessibility, integration with various systems, and automation of routine tasks.
  • The company serves large enterprises across industries, government agencies, IT departments, and customer support teams.
  • ServiceNow delivers services through a cloud-based platform accessible remotely, engages with potential customers through sales teams, and partners with technology and consulting firms to extend its reach.
  • Approximately 95% of ServiceNow's revenue comes from subscription fees, with additional revenue generated from professional services and customer training fees.

Origin Story and Value Proposition

ServiceNow's founding and value proposition revolve around providing IT management services on a subscription basis. Since its inception in 2003, the company has experienced a remarkable growth trajectory and established a competitive advantage in the market.

By offering a platform for managing digital workflows, ServiceNow has played a significant role in driving digital transformation in enterprises. Its customizable and cloud-based accessibility allows organizations to streamline operations, automate routine tasks, and integrate with various systems.

This has empowered businesses to enhance service delivery, optimize IT service management processes, and provide efficient and responsive customer service. ServiceNow's impact on digital transformation has been widely recognized, making it a trusted partner for large enterprises across industries.

Its ability to deliver value through subscription-based IT management services has been instrumental in its success and continued growth.

Customer Segments

ServiceNow serves a diverse range of large enterprises across industries, offering enhanced service delivery and streamlined operations. The company focuses on providing solutions to government agencies and IT departments, catering to their unique needs and challenges. Here are four key customer segments that ServiceNow targets:

  1. Government agencies: ServiceNow helps government agencies optimize their service delivery by automating processes, improving transparency, and enhancing citizen engagement.
  2. IT departments: ServiceNow's platform enables IT departments to efficiently manage their services, streamline workflows, and improve overall IT service management processes.
  3. Customer support teams: ServiceNow provides tools and capabilities that allow customer support teams to deliver efficient and responsive service, resulting in improved customer satisfaction.
  4. Large enterprises across industries: ServiceNow's offerings are designed to meet the diverse needs of large enterprises in various sectors, helping them achieve operational efficiency and drive digital transformation.
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Distribution Strategy

The distribution strategy of ServiceNow involves delivering its services through a cloud-based platform accessible remotely. This allows customers to access and utilize ServiceNow's digital workflow management tools from any location.

ServiceNow engages with potential customers through its sales teams, who identify and target large enterprises across various industries. Additionally, ServiceNow has established a strong partner network with technology and consulting firms. These partnerships enable ServiceNow to extend its reach and provide additional value to customers through integration with other systems and expertise in implementation and customization.

ServiceNow also offers on-site and publicly available training programs to educate and support users in maximizing the benefits of its platform. This sales approach and partner network contribute to ServiceNow's wide customer base and revenue generation.

Marketing Strategy

The marketing strategy of ServiceNow focuses on promoting the customization and flexibility of its platform, targeting specific industries, sharing success stories, collaborating with partners, and providing valuable content to educate and engage potential customers.

To evoke an emotional response in the audience, ServiceNow's marketing strategy includes:

  1. Customization and Flexibility: ServiceNow highlights how its platform can be tailored to meet the unique needs of different industries, allowing businesses to streamline processes and improve efficiency.
  2. Targeted Industry Approach: ServiceNow tailors its marketing efforts to specific industries, showcasing how its solutions can address industry-specific challenges and deliver tangible results.
  3. Success Stories: ServiceNow shares customer success stories to demonstrate the real-world impact of its platform, building trust and credibility with potential customers.
  4. Content Creation: ServiceNow provides valuable content through blogs, webinars, and videos, offering educational resources to help potential customers understand the benefits of its platform and make informed decisions.
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Revenue Generation

Revenue Generation for ServiceNow primarily comes from subscription fees, with approximately 95% of the company's revenue derived from this source.

The company offers core offerings such as IT Service Management (ITSM), IT Business Management (ITBM), and IT Operations Management (ITOM), which are priced based on the level of customization required by each customer. This pricing structure allows ServiceNow to cater to the unique needs of different organizations and ensures that customers pay for the specific features and functionalities they require.

In addition to subscription fees, ServiceNow also generates revenue through professional services, such as process design and implementation, as well as customer training fees.

These revenue streams contribute to the overall financial success of the company and support its ongoing growth and innovation efforts.

Connected Business Models

ServiceNow operates within various business models, including SaaS, PaaS, and IaaS, offering cloud-based solutions without hosting them on-premise. These connected business models enable ServiceNow to provide a range of services to its customers.

Here are four key aspects of ServiceNow's connected business models:

  1. SaaS (Software-as-a-Service) model: ServiceNow delivers its applications as a subscription-based service, allowing customers to access and use the software via the cloud without the need for on-premise hosting. This model provides flexibility and scalability for businesses.
  2. PaaS (Platform-as-a-Service) model: ServiceNow offers a platform that enables customers to customize and build their own applications on top of the ServiceNow infrastructure. This empowers businesses to tailor their solutions to their specific needs.
  3. IaaS (Infrastructure-as-a-Service) model: ServiceNow provides cloud infrastructure as a subscription-based service, allowing businesses to offload the management and maintenance of their infrastructure to ServiceNow. This frees up resources and enables organizations to focus on their core competencies.
  4. CaaS (Cloud-as-a-Service) and AI business models: ServiceNow leverages cloud capabilities and artificial intelligence to enhance its offerings. This includes partnering with AI-focused companies like C3 AI, Snowflake, and Palantir to provide advanced analytics and automation capabilities to its customers.
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Frequently Asked Questions

How Does Servicenow Differentiate Itself From Its Competitors in the Market?

ServiceNow differentiates itself from competitors through its comprehensive platform for managing digital workflows, customization options, and automation capabilities. These differentiation strategies provide a competitive advantage by enabling organizations to streamline operations, enhance service delivery, and improve customer experience.

What Are Some Key Features and Capabilities of Servicenow's Platform?

ServiceNow's platform offers a range of features and capabilities, including digital workflow management, customization options, cloud-based accessibility, system integration, and task automation. These features enhance service delivery, streamline operations, and optimize IT service management processes.

How Does Servicenow Ensure Data Security and Privacy for Its Customers?

ServiceNow ensures data security for its customers through robust security measures such as encryption, access controls, and regular vulnerability assessments. It also complies with privacy regulations, providing customers with control over their data and transparency regarding its handling.

Can Servicenow Integrate With Existing Systems and Applications Used by a Company?

ServiceNow has robust integration capabilities, allowing seamless compatibility with existing systems and applications used by companies. Its platform enables efficient data exchange, streamlining operations and enhancing productivity for organizations across industries.

What Support and Customer Service Options Are Available to Servicenow Customers?

ServiceNow offers self-service options and technical support to its customers. Through its platform, customers can access a knowledge base, community forums, and request assistance from the support team.


In conclusion, ServiceNow has successfully established itself as a prominent player in the IT services industry. This is due to its comprehensive platform and commitment to delivering efficient solutions. The company focuses on streamlining operations, automating tasks, and integrating systems, which caters to the needs of large enterprises across industries.

ServiceNow's cloud-based delivery model, strategic partnerships, and industry-specific marketing efforts have enabled it to generate revenue primarily from subscription fees. These factors have contributed to the company's innovative approach and dedication to meeting the evolving needs of its customers.

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