ServiceNow gives partner program an overhaul

ServiceNow aims to grow to $10 billion in annual revenue and Parsons says it can not be through direct selling only

Our goal is to enable partners to be successful as they grow their ServiceNow practices and managed services offerings, says Parsons
Our goal is to enable partners to be successful as they grow their ServiceNow practices and managed services offerings, says Parsons

ServiceNow has made significant changes to its existing partner ecosystem, introducing new programs help partners accelerate their growth and deliver greater value to customers. These programs were announced at ServiceNow’s annual user conference, Knowledge 2019.

David M. Parsons, senior vice president of global alliances and channel ecosystem, ServiceNow said: “The changes announced today more intuitively segment our global partner portfolio, better differentiating levels of expertise for our partners and customers. We also are implementing a more consistent, proactive and predictable joint go-to-market engagement framework. Together, ServiceNow and its partners represent a true ‘force multiplier’ for our customers. We are committed to helping customers accelerate their digital transformation journey and realize unprecedented business value.”

Among the changes are the establishment of a new global partner segmentation approach to recognize partners’ expertise across its ecosystem. Under the new program, partners are designated as global elite, elite, premier, specialist and registered. This segmentation is based on to the partner’s sales volume, expertise in ServiceNow offerings and their geographical reach.

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These programs will also help partners build ServiceNow technology practices and managed services offerings that are powered by the Now Platform and workflows. ServiceNow aims to grow to $10 billion in annual revenue and Parsons said it can’t do it by only selling direct.

ServiceNow has created a dedicated business development team to support the top global and regional service providers. It also has launched a new program for service providers who innovate on ServiceNow’s workflow products or platform. A new ServiceNow reference design validation process encourages service providers to build their own offerings powered by the Now Platform.

In order to better address the unique needs of partners who serve public sector customers operating in a highly regulated environment, ServiceNow has established a new program to help its partners more effectively respond to public sector customer  opportunities. Initially, the  program will focus on partners serving U.S. Federal customers; over  time, the program will expand to include State, Local and Education and will be extended to partners in Europe and Asia as well.

As the foundation of the global partner ecosystem transformation, ServiceNow has established a new global-regional joint engagement framework, a new next-generation deal registration process and a global Partner Concierge Service Center (5x24). The global partner organisation also has put in place a new, joint go-to-market governance model, unified enablement and progressive training programs to lower the cost of training and accelerate time to certification across the global partner ecosystem.

“Today’s announcement represents a strategic pivot to engage with our global and regional partner community in a world-class manner. Our goal is to enable our partners to be successful  as they grow their ServiceNow practices and managed services offerings. At ServiceNow, we are committed to making partner success synonymous with customer success,” Parsons continued.

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