ServiceNow, Inc. (JETZT): Business Model Canvas

In der sich schnell entwickelnden Landschaft der digitalen Transformation von Unternehmen erweist sich ServiceNow als Kraftpaket und revolutioniert die Art und Weise, wie Unternehmen komplexe Arbeitsabläufe durch seine innovative cloudbasierte Plattform rationalisieren. Mit einem strategischen Geschäftsmodell, das modernste Technologie, umfassende Service-Management-Lösungen und ein robustes Ökosystem von Partnerschaften kombiniert, hat sich ServiceNow als entscheidender Wegbereiter für betriebliche Effizienz positioniert Fortune 500 Unternehmen aus mehreren Branchen. Dieser tiefe Einblick in das Business Model Canvas von ServiceNow wird die komplizierten Mechanismen aufdecken, die diesen Technologieriesen zu einem führenden Unternehmen im Enterprise Service Management gemacht haben, und bietet beispiellose Einblicke in seine einzigartige Wertschöpfungsstrategie.

ServiceNow, Inc. (NOW) – Geschäftsmodell: Wichtige Partnerschaften

Cloud-Infrastrukturanbieter

ServiceNow unterhält strategische Partnerschaften mit den folgenden Cloud-Infrastrukturanbietern:

Cloud-Anbieter	Einzelheiten zur Partnerschaft	Jährlicher Cloud-Umsatz
Amazon Web Services (AWS)	Primärer Cloud-Infrastrukturpartner	2,1 Milliarden US-Dollar im Jahr 2023
Microsoft Azure	Integrierte Cloud-Plattformdienste	1,8 Milliarden US-Dollar im Jahr 2023
Google Cloud-Plattform	Cloud-Zusammenarbeit für Unternehmen	1,2 Milliarden US-Dollar im Jahr 2023

Unternehmenssoftware-Integratoren und Beratungsunternehmen

ServiceNow arbeitet mit erstklassigen Beratungspartnern zusammen:

• Deloitte: Strategischer Implementierungspartner
• Accenture: Globaler Partner für digitale Transformation
• KPMG: Optimierung des Unternehmensworkflows
• PwC: Digitale Service-Integration

Partner der Technologieallianz

Partner	Partnerschaftsfokus	Jährlicher Integrationsumsatz
Deloitte	Unternehmens-Workflow-Beratung	475 Millionen US-Dollar im Jahr 2023
Accenture	Dienstleistungen zur digitalen Transformation	412 Millionen US-Dollar im Jahr 2023

Unabhängige Softwareanbieter (ISVs)

Das Plattform-Ökosystem von ServiceNow umfasst:

• Über 150 zertifizierte ISV-Partner
• Umfassender Anwendungsmarktplatz
• Integrierte Softwarelösungen

Globale Systemintegratoren

Integrator	Implementierungsdienste	Jährliche Umsetzungserlöse
Wipro	Implementierung von Unternehmensworkflows	321 Millionen US-Dollar im Jahr 2023
Infosys	Integration digitaler Dienste	289 Millionen US-Dollar im Jahr 2023
Capgemini	Cloud- und Workflow-Lösungen	267 Millionen US-Dollar im Jahr 2023

ServiceNow, Inc. (NOW) – Geschäftsmodell: Hauptaktivitäten

Entwicklung von Softwareplattformen und kontinuierliche Innovation

F&E-Investitionen im Jahr 2023: 1,76 Milliarden US-Dollar

Metrisch	Wert
Jährliche Ausgaben für Softwareentwicklung	1,76 Milliarden US-Dollar
Anzahl der Plattform-Updates im Jahr 2023	4 Hauptveröffentlichungen
Arbeitskräfte im Software-Engineering	7.200 Mitarbeiter

Cloudbasierte Enterprise-Workflow-Automatisierungslösungen

Gesamtzahl der Cloud-Plattform-Kunden im Jahr 2023: 7.300 Unternehmenskunden

• Lösungen zur Workflow-Automatisierung in über 30 Branchen
• Durchschnittlicher Kundenvertragswert: 402.000 USD pro Jahr
• Verfügbarkeit der Cloud-Plattform: 99,95 %

Forschung und Entwicklung von KI- und maschinellen Lernfähigkeiten

KI-Investitionskategorie	Ausgaben 2023
KI/ML-Forschungsbudget	412 Millionen Dollar
KI-Patentanmeldungen	87 neue Bewerbungen
KI-Produktfunktionen eingeführt	24 neue Funktionen

Kundensupport und technisches Servicemanagement

Unterstützungskennzahlen für 2023:

• Globale Supportzentren: 12
• Durchschnittliche Reaktionszeit des Kunden: 45 Minuten
• Kundenzufriedenheitsbewertung: 92 %
• Mitarbeiter des technischen Supports: 2.100 Fachkräfte

Strategische Fusionen und Übernahmen

Erwerb	Wert	Jahr
Leichter Schritt	317 Millionen Dollar	2021
Schwarm64	55 Millionen Dollar	2022
Apptio	4,5 Milliarden US-Dollar	2022

ServiceNow, Inc. (NOW) – Geschäftsmodell: Schlüsselressourcen

Proprietäre cloudbasierte Enterprise Service Management-Plattform

Die Kernplattform von ServiceNow erwirtschaftete im Jahr 2023 einen Umsatz von 7,13 Milliarden US-Dollar. Die Plattform unterstützt 7.420 Unternehmenskunden weltweit.

Plattformmetrik	Wert 2023
Gesamtzahl der Unternehmenskunden	7,420
Jährlicher Plattformumsatz	7,13 Milliarden US-Dollar
Investition in die Cloud-Infrastruktur	412 Millionen Dollar

Hochqualifizierte technische und technische Arbeitskräfte

ServiceNow beschäftigt zum 31. Dezember 2023 20.628 Vollzeitmitarbeiter.

• Ingenieurspersonal: 8.742 Mitarbeiter
• Forschungs- und Entwicklungskosten: 1,64 Milliarden US-Dollar im Jahr 2023
• Durchschnittliche Betriebszugehörigkeit: 4,3 Jahre

Geistiges Eigentum und Softwarepatente

ServiceNow gilt 463 aktive Softwarepatente ab 2024.

Patentkategorie	Anzahl der Patente
Cloud-Computing-Patente	187
Patente zur Workflow-Automatisierung	276

Fortschrittliche Technologien zur digitalen Workflow-Automatisierung

Die Workflow-Automatisierungstechnologien von ServiceNow verarbeiteten im Jahr 2023 täglich 1,2 Milliarden Transaktionen.

• Investitionen in KI-gestützte Workflow-Automatisierung: 328 Millionen US-Dollar
• Integrationsrate des maschinellen Lernens: 67 % der Plattformfunktionen

Starker Markenruf im Enterprise Service Management

Gartner Magic Quadrant-Ranking: Führend im Enterprise Service Management für 8 aufeinanderfolgende Jahre.

Kennzahl zur Markenbekanntheit	Wert 2023
Global 2000-Kundendurchdringung	75%
Kundenzufriedenheitswert	4.6/5

ServiceNow, Inc. (NOW) – Geschäftsmodell: Wertversprechen

Umfassende Lösungen zur digitalen Workflow-Transformation

ServiceNow bietet digitale Workflow-Lösungen der Enterprise-Klasse mit den folgenden Schlüsselkennzahlen:

Metrisch	Wert
Gesamtzahl der Unternehmenskunden	7.700+ (4. Quartal 2023)
Durchschnittlicher jährlicher Vertragswert	$407,000 (2023)
Plattform-Workflow-Lösungen	11 Kernproduktsegmente

Nahtlose Integration in die Unternehmens-IT und Geschäftsprozesse

Integrationsfähigkeiten nachgewiesen durch:

• Über 80 vorgefertigte Unternehmenssystemintegrationen
• Cloud-native Architektur, die mehrere Plattformen unterstützt
• API-First-Entwicklungsansatz

Verbesserte betriebliche Effizienz durch Automatisierung

Automatisierungsmetrik	Leistung
Effizienz der Workflow-Automatisierung	47 % Reduzierung der manuellen Bearbeitungszeit
Einsparungen durch KI-gesteuerte Automatisierung	Jährliche Kostensenkung für Unternehmen um 26,5 Millionen US-Dollar

Skalierbare cloudbasierte Plattform für komplexe organisatorische Anforderungen

Kennzahlen zur Plattformskalierbarkeit:

• 99,95 % Verfügbarkeitsgarantie
• Globale Infrastruktur mit 15 Rechenzentren
• Unterstützung für Organisationen mit 500 bis 500.000 Mitarbeitern

KI-gestütztes Servicemanagement und prädiktive Erkenntnisse

KI-Fähigkeit	Leistungsmetrik
Genauigkeit des KI-Servicemanagements	92 % vorausschauende Problemlösung
Modelle für maschinelles Lernen	237 vorgefertigte KI-Modelle
Jährliche KI-F&E-Investition	412 Millionen US-Dollar (2023)

ServiceNow, Inc. (NOW) – Geschäftsmodell: Kundenbeziehungen

Dedizierte Account-Management-Teams

ServiceNow pflegt Über 350 Account-Management-Experten auf Unternehmensebene Wir bedienen Global-2000-Kunden. Das durchschnittliche Account-Management-Team verwaltet ca 15–20 strategische Unternehmenskunden pro Team.

Kundensegment	Dedizierte Account Manager	Durchschnittlicher jährlicher Vertragswert
Unternehmenskunden	250	1,2 bis 3,5 Millionen US-Dollar
Mittelständische Kunden	100	250.000 bis 750.000 US-Dollar

Digitale Self-Service-Supportportale

Die digitale Support-Infrastruktur von ServiceNow umfasst:

• Online-Wissensdatenbank rund um die Uhr
• Community-gesteuerte Support-Foren
• Automatisiertes Ticketlösungssystem

Digitale Support-Metriken	Leistung 2024
Self-Service-Lösungsrate	78%
Durchschnittliche Reaktionszeit	2,3 Stunden

Kontinuierliche Produktschulung und Kundenschulung

ServiceNow investiert 45 Millionen US-Dollar pro Jahr für Kundenschulungsprogramme. Zu den Schulungsplattformen gehören:

• Online-Zertifizierungskurse
• Vierteljährliche Produktworkshops
• Virtuelle und persönliche Schulungen

Trainingsprogramm	Jährliche Teilnehmer	Zertifizierungsabschlussrate
Online-Kurse	42,500	65%
Live-Workshops	18,750	82%

Community-gesteuerte Wissensaustauschplattformen

ServiceNow pflegt 3 primäre Community-Plattformen mit 275.000 registrierte Community-Mitglieder.

Community-Plattform	Aktive Benutzer	Monatliche Interaktionen
ServiceNow-Community	185,000	124,500
Entwickler-Community	90,000	62,300

Regelmäßige Kundenfeedback- und Engagement-Programme

ServiceNow führt durch vierteljährliche Umfragen zur Kundenzufriedenheit mit einer durchschnittlichen Rücklaufquote von 62%.

Feedback-Metrik	Leistung 2024
Net Promoter Score	73
Kundenbindungsrate	92%

ServiceNow, Inc. (NOW) – Geschäftsmodell: Kanäle

Direkter Unternehmensverkauf

ServiceNow unterhält ein globales Direktvertriebsteam mit 4.712 Vertriebsmitarbeitern (Stand: Q4 2023). Die durchschnittliche jährliche Verkaufsquote pro Vertriebsmitarbeiter beträgt 1,4 Millionen US-Dollar. Das Vertriebsteam des Unternehmens deckt 31 Länder weltweit ab.

Verkaufsmetrik	Daten für 2023
Gesamtzahl der Vertriebsmitarbeiter	4,712
Durchschnittliche Verkaufsquote pro Vertreter	1,4 Millionen US-Dollar
Geografische Abdeckung	31 Länder

Online-Digitalmarketing und Lead-Generierung

ServiceNow investierte im Jahr 2023 487 Millionen US-Dollar in Marketingausgaben. Digitale Marketingkanäle generierten 62 % der gesamten Vertriebs-Leads.

• Ausgaben für digitale Werbung: 127 Millionen US-Dollar
• Content-Marketing-Budget: 93 Millionen US-Dollar
• Conversion-Rate der Lead-Generierung: 3,7 %

Partner-Ökosystem und Reseller-Netzwerke

ServiceNow verfügt weltweit über 1.850 aktive Technologie- und Implementierungspartner. Der von Partnern generierte Umsatz macht 34 % des gesamten Jahresumsatzes aus.

Partnernetzwerk-Metriken	Daten für 2023
Insgesamt aktive Partner	1,850
Partner-Umsatzbeitrag	34%

Unternehmenswebsite und digitale Plattformen

Die digitalen Plattformen von ServiceNow verarbeiten monatlich 2,4 Millionen Web-Interaktionen. Die Online-Plattform generiert 47 % der Kundenakquise.

Branchenkonferenzen und Technologieveranstaltungen

ServiceNow nahm im Jahr 2023 an 87 Technologiekonferenzen teil. Die ereignisbasierte Lead-Generierung machte 22 % der gesamten Vertriebspipeline aus.

• Gesamtzahl der besuchten Konferenzen: 87
• Budget für Event-Marketing: 64 Millionen US-Dollar
• Lead-Generierung durch Veranstaltungen: 22 %

ServiceNow, Inc. (NOW) – Geschäftsmodell: Kundensegmente

Große Unternehmensorganisationen

ServiceNow bedient ab 2023 85 % der Fortune-500-Unternehmen. Der durchschnittliche jährliche Vertragswert für große Unternehmen beträgt 1,2 Millionen US-Dollar.

Unternehmenssegmentmetriken	Wert
Gesamtzahl der Unternehmenskunden	Über 450 Global-2000-Unternehmen
Durchschnittliche jährliche Ausgaben	$1,200,000
Erneuerungsrate	93%

Mittelständische Unternehmen

ServiceNow richtet sich an mittelständische Unternehmen mit einem Jahresumsatz zwischen 50 Millionen und 1 Milliarde US-Dollar.

• Gesamtkunden im mittleren Marktsegment: 12.000+
• Durchschnittlicher jährlicher Vertragswert: 350.000 US-Dollar
• Vertikale Abdeckung: Fertigung, Einzelhandel, professionelle Dienstleistungen

Regierung und Institutionen des öffentlichen Sektors

ServiceNow ist maßgeblich an staatlichen Initiativen zur digitalen Transformation beteiligt.

Details zum Regierungssegment	Statistiken
Kunden der Bundesregierung	Über 25 Bundesbehörden
Kunden aus Bundesstaaten und Kommunen	Über 150 Gemeinden
Jährlicher Umsatz des Regierungssegments	475 Millionen Dollar

Gesundheits- und Finanzdienstleister

ServiceNow unterstützt die entscheidende digitale Transformation in regulierten Branchen.

• Kunden im Gesundheitswesen: 60 % der 100 größten Gesundheitsorganisationen
• Finanzdienstleistungskunden: 70 % der weltweit führenden 50-Banken
• Umsatz mit Compliance-orientierten Lösungen: 320 Millionen US-Dollar

Technologie- und Telekommunikationsunternehmen

ServiceNow verfügt über eine starke Durchdringung in den Technologie- und Telekommunikationssektoren.

Segment Technik/Telekommunikation	Metriken
Kunden von Technologieunternehmen	Über 500 Unternehmen aus dem Silicon Valley
Telekommunikationskunden	35 der 50 weltweit führenden Telekommunikationsanbieter
Segmentumsatz	780 Millionen Dollar

ServiceNow, Inc. (NOW) – Geschäftsmodell: Kostenstruktur

Forschungs- und Entwicklungsinvestitionen

Im Geschäftsjahr 2023 investierte ServiceNow 2,06 Milliarden US-Dollar in Forschungs- und Entwicklungskosten, was 25,1 % des Gesamtumsatzes entspricht.

Geschäftsjahr	F&E-Ausgaben	Prozentsatz des Umsatzes
2023	2,06 Milliarden US-Dollar	25.1%
2022	1,72 Milliarden US-Dollar	23.8%

Vertriebs- und Marketingkosten

Die Vertriebs- und Marketingausgaben von ServiceNow beliefen sich im Jahr 2023 auf insgesamt 2,38 Milliarden US-Dollar, was 29 % des Gesamtumsatzes ausmacht.

• Mitarbeiterzahl des Vertriebsteams: Ungefähr 6.500 Mitarbeiter
• Globale Vertriebsgebiete: Über 100 Länder
• Durchschnittliche Kundenakquisekosten: 186.000 $

Wartung der Cloud-Infrastruktur und -Technologie

Die Kosten für die Wartung der Cloud-Infrastruktur und -Technologie für 2023 wurden auf 650 Millionen US-Dollar geschätzt.

Infrastrukturkomponente	Jährliche Kosten
Cloud-Hosting	380 Millionen Dollar
Technologiewartung	270 Millionen Dollar

Mitarbeitervergütung und Talentakquise

Die Gesamtvergütung der Mitarbeiter belief sich im Jahr 2023 auf 2,95 Milliarden US-Dollar.

• Gesamtzahl der Mitarbeiter: 20.130
• Durchschnittliches Jahresgehalt: 146.500 $
• Gesamtausgaben für die Talentakquise: 185 Millionen US-Dollar

Laufende Plattformentwicklung und Innovation

Die Investitionen in Plattformentwicklung und Innovation beliefen sich im Jahr 2023 auf 740 Millionen US-Dollar.

Kategorie „Innovation“.	Investition
KI und maschinelles Lernen	320 Millionen Dollar
Plattformverbesserung	420 Millionen Dollar

ServiceNow, Inc. (NOW) – Geschäftsmodell: Einnahmequellen

Abonnementbasierte SaaS-Plattformlizenzierung

ServiceNow erwirtschaftete im Geschäftsjahr 2023 einen Gesamtumsatz von 7,997 Milliarden US-Dollar, wobei der Großteil aus abonnementbasierten Lizenzen stammte. Der jährlich wiederkehrende Umsatz (ARR) des Unternehmens erreichte im vierten Quartal 2023 8,41 Milliarden US-Dollar.

Umsatzkategorie	Betrag (2023)	Prozentsatz
Abonnementeinnahmen	6,84 Milliarden US-Dollar	85.5%
Professionelle Dienstleistungen	1,157 Milliarden US-Dollar	14.5%

Professionelle Service- und Implementierungsgebühren

Der Umsatz mit professionellen Dienstleistungen belief sich im Jahr 2023 auf insgesamt 1,157 Milliarden US-Dollar und umfasst Implementierungs-, Beratungs- und Schulungsdienstleistungen.

• Die durchschnittliche Implementierungsgebühr liegt zwischen 250.000 und 2,5 Millionen US-Dollar
• Die Preise für Beratungsleistungen liegen zwischen 250 und 500 US-Dollar pro Stunde
• Schulungsprogramme kosten zwischen 1.500 und 5.000 US-Dollar pro Teilnehmer

Softwareberatung auf Unternehmensebene

Unternehmensberatungsdienstleistungen erwirtschafteten im Jahr 2023 etwa 450 Millionen US-Dollar mit einem durchschnittlichen Vertragswert von 750.000 US-Dollar.

Add-on-Module und Funktions-Upgrades

Die Einnahmen aus zusätzlichen Modulen trugen im Jahr 2023 etwa 620 Millionen US-Dollar bei, mit durchschnittlichen Upgrade-Kosten von 75.000 US-Dollar pro Unternehmenskunde.

Einnahmen aus Support- und Wartungsverträgen

Support- und Wartungsverträge generierten im Jahr 2023 542 Millionen US-Dollar, mit einem durchschnittlichen jährlichen Vertragswert von 180.000 US-Dollar.

Vertragstyp	Durchschnittswert	Gesamtumsatz 2023
Grundlegende Unterstützung	$75,000	210 Millionen Dollar
Premium-Support	$250,000	332 Millionen Dollar

ServiceNow, Inc. (NOW) - Canvas Business Model: Value Propositions

You're looking at the core value ServiceNow, Inc. delivers, which is clearly reflected in their late 2025 financial performance and stated customer outcomes. It's about moving from point solutions to an enterprise-wide digital nervous system.

Enterprise-wide digital transformation and silo elimination via a single platform.

The commitment to a single platform is translating directly into massive contracted revenue visibility. As of September 30, 2025, the total Remaining Performance Obligations (RPO) stood at an impressive $24.3 billion, showing deep enterprise commitment. Current RPO (cRPO), which is the revenue expected in the next 12 months, was $11.35 billion, up 21% year-over-year in constant currency. This platform consolidation is what drives their top-line growth; Q3 2025 subscription revenues hit $3,299 million, growing 21.5% year-over-year. The platform's breadth is evident in the revenue mix, with Creator Workflows, which includes App Engine, accounting for 23% of total revenue in 2025. You see this enterprise stickiness in their high-value customer base: they ended Q3 2025 with 553 customers spending over $5 million in Annual Contract Value (ACV), an 18% year-over-year increase.

Here's a quick look at the scale of their contracted business as of Q3 2025:

Metric	Amount/Value (as of Q3 2025)	Year-over-Year Growth (Constant Currency)
Subscription Revenue (Q3 2025)	$3,299 million	20.5%
Total Remaining Performance Obligations (RPO)	$24.3 billion	23%
Current RPO (cRPO)	$11.35 billion	20.5%
Customers with >$5M ACV	553	18%

Significant operational cost reduction through AI-driven hyperautomation.

The integration of AI, particularly with the Now Assist suite, is a major value driver now. Early adopters are seeing substantial shifts in workload. For instance, AI is reportedly leading to up to a 55% reduction in repetitive ticket handling. Furthermore, the company is projecting that AI products will exceed $500 million in ACV for 2025, with a target of $1 billion in AI ACV for 2026. This focus on automation is supported by broader industry trends; Gartner predicts that by the end of 2025, 80% of enterprises will have adopted AI-enabled workflows. The overall platform efficiency is reflected in the raised full-year 2025 Non-GAAP operating margin target of 31%.

Low-code/no-code development (App Engine) for rapid custom application creation.

The App Engine capability democratizes application development, letting business units build solutions without waiting for centralized IT backlogs. This focus on creator workflows is a significant part of the business, making up 23% of total revenue in 2025. This aligns with market expectations; Gartner estimates that by the end of 2025, over 70% of new enterprise applications will be built using low-code/no-code platforms. This capability helps enterprises onboard new modules quickly; nearly 100% of surveyed customers plan to onboard at least one new module in the coming year.

Proactive issue resolution and risk management (ITOM, SecOps, GRC).

The value here is quantified in reduced downtime and lower compliance risk. Through ITOM observability, customers report achieving 25% less downtime. For IT Service Management (ITSM) automation, organizations realize 35 to 60 percent faster incident resolution. On the risk side, IT Asset Management (ITAM) controls are helping enterprises achieve up to a 40 percent lower audit risk. ServiceNow's ITOM suite is used by more than 70% of Fortune 500 organizations with hybrid or multi-cloud infrastructure.

Unified employee and customer experience across IT, HR, and Customer Service.

The push for unified experience is driving strong adoption outside of traditional IT. For example, ServiceNow HR Service Delivery (HRSD) saw growth of more than 30% year-over-year in North America. This focus on experience is critical because reports indicate 89% of customers expect faster service resolution. The platform helps meet this by enabling faster onboarding, with customers reporting up to a 50% faster onboarding process using HR Service Delivery. Over 70% of large enterprises are now using platforms like ServiceNow to automate at least 40% of their service delivery functions across departments.

The execution on these value propositions resulted in a Non-GAAP EPS of $4.82 for Q3 2025, significantly beating the consensus estimate of $4.26. Finance: draft the Q4 2025 cash flow forecast incorporating the raised 34% FCF margin guidance by next Tuesday.

ServiceNow, Inc. (NOW) - Canvas Business Model: Customer Relationships

You're looking at how ServiceNow, Inc. (NOW) keeps its massive enterprise customer base locked in and growing. It's not just about selling software; it's about embedding the platform so deeply that it becomes mission-critical. This deep integration is what drives their impressive retention figures.

Dedicated, high-touch account management for large enterprise clients

ServiceNow, Inc. focuses significant resources on its largest customers, which are the primary drivers of their Annual Contract Value (ACV) expansion. The relationship model here is definitely high-touch, involving dedicated account teams focused on driving platform adoption across multiple departments, not just IT.

The success in this segment is clear from the growth in high-value contracts. For instance, as of the end of Q2 2025, ServiceNow had 528 customers with an ACV exceeding $5 million. Furthermore, the number of customers with an ACV greater than $20 million grew by over 30% year-over-year as of Q2 2025. Almost nine in 10 companies in the Fortune 500 rely on the ServiceNow platform.

Here's a quick look at the growth in these top-tier relationships:

Metric	Q1 2024 Value	Q1 2025 Value	Q2 2025 Value
Customers with ACV > $5M	425	508	528
Average ACV for Customers > $5M	$13.2 million	$14.2 million	$14.5 million

This consistent expansion in both the count and the average spend per large customer shows that the high-touch approach is successfully translating into deeper platform utilization.

Long-term, sticky relationships evidenced by a high 98% renewal rate

The stickiness of the ServiceNow platform is perhaps the most telling metric of its customer relationship health. You don't see renewal rates like this unless the product is seen as essential infrastructure.

ServiceNow, Inc. reported a 98% Renewal Rate for Q2 2025, a figure they have maintained consistently across the last five reported quarters, spanning from Q2 2024 through Q2 2025. To be fair, this rate would have been 98% even in Q3 2025, excluding the impact of one large US Federal agency closure. This level of retention signals that the platform is deeply embedded in core business processes.

The stickiness is further supported by expansion within the existing base:

• Approximately 70% of customers grew their ACV in a prior period.
• The CRM segment, a newer area of focus, achieved an ACV of $1.4 billion by the end of 2024, growing 30% year-over-year.

Customers aren't just staying; they are buying more.

ServiceNow Impact™ success plans for guided, long-term platform adoption and value realization

The ServiceNow Impact™ approach is designed to move customers beyond initial deployment to full, cross-enterprise value realization. This is about guiding the customer journey to ensure they see tangible operational and financial benefits over the long haul.

The focus is on concrete outcomes, such as driving operational efficiencies and employee productivity. For example, a logistics company that extended ServiceNow into HR case management saw a 25% faster onboarding time and improved employee retention. Internally, ServiceNow itself uses its own AI agents to automate 37% of its customer support cases, demonstrating the potential for efficiency gains that the Impact plans aim to replicate for clients. The platform's expansion into areas like CRM is also a key part of this, aiming to consolidate functions and reduce technology fragmentation for customers looking to cut licensing and maintenance costs.

Self-service and community support for developers and platform administrators

For the technical users-the developers and administrators who keep the platform running and expanding-ServiceNow, Inc. fosters a strong ecosystem that supports self-service and collaboration. This is crucial as low-code adoption grows.

The platform is recognized as a leader in low-code, with Gartner naming it a "Leader for Enterprise Low-Code Application Platforms" for the fifth consecutive year in 2024. This low-code environment empowers citizen developers to build tailored applications.

The community aspect is vital for accelerating adoption and sharing best practices:

• Community Forums let builders collaborate and share answers.
• This reuse of tested answers helps organizations innovate faster.
• Developers leverage Integration Hub spokes to reduce custom scripting and development overhead.

The platform's evolution in 2025 includes over 150 generative AI features, which require skilled builders to implement effectively, making community knowledge sharing even more important. Finance: draft 13-week cash view by Friday.

ServiceNow, Inc. (NOW) - Canvas Business Model: Channels

You're looking at how ServiceNow, Inc. gets its software and services into the hands of its massive enterprise customer base as of late 2025. It's a multi-pronged approach, heavily weighted toward subscription revenue, which hit $3.299 billion in the third quarter of 2025 alone. For the full year 2025, the company raised its guidance for subscription revenue to the range of $12.835 billion to $12.845 billion.

Direct enterprise sales force for securing and expanding large contracts

The direct sales force remains the engine for securing the largest, most strategic deals. This team focuses on expanding the footprint within existing accounts, evidenced by the growth in the highest-value customer cohort. As of September 30, 2025, ServiceNow ended the quarter with 553 customers having more than $5 million in Annual Contract Value (ACV), which was an 18% year-over-year increase. This focus on high-ACV expansion is a key indicator of success for the direct sales motion, which is tasked with driving adoption of the platform's core workflows and new AI offerings like Now Assist.

Global partner ecosystem for implementation, consulting, and resale

The partner ecosystem is critical for scale, especially for implementation and consulting services that surround the core subscription sale. ServiceNow has been aggressively investing here; for instance, they nearly quadrupled their investment in partner incentives and specializations in January 2025 to help partners capitalize on AI solution growth. This ecosystem includes Global Elite partners like Infosys and Cognizant, with Cognizant specifically on a path to drive $1 billion in combined business with ServiceNow. The partner channel is essential for delivering the complex deployments required by the growing customer base, which saw 72 transactions with new ACV exceeding $1 million in Q1 2025 alone.

Here's a look at the scale and focus across the primary channels as we approach the end of 2025:

Channel Component	Metric/Data Point (Late 2025 Context)	Related Financial Scale
Direct Sales Focus	Customers with >$5M ACV: 553 (as of Q3 2025)	Subscription Revenue (Q3 2025): $3.299 billion
Partner Ecosystem Scale	Investment in partner incentives nearly quadrupled in Jan 2025	Cognizant combined business goal: $1 billion
ServiceNow Store (Marketplace)	Projected Market Revenue for 2025: $10.42 billion	Total Revenue (Q3 2025): $3.407 billion
Digital/Marketing Investment	Sales and Marketing Spend in 2024: $3.8 billion	Full Year 2025 Subscription Revenue Guidance Midpoint: Approx. $12.84 billion

The ServiceNow Store for distributing partner-built and custom applications

The ServiceNow Store functions as a critical distribution and monetization channel for the platform's extensibility, driven by third-party Independent Software Vendors (ISVs) and solution providers. The overall market for these apps is substantial; the ServiceNow Store Apps Market size is forecasted to reach $10.42 billion in revenue for 2025. This marketplace allows ServiceNow to expand its functional reach without developing every feature internally, relying on partners to build and sell cloud-native enterprise applications directly to customers who need specialized functionality.

Digital channels for marketing, product demos, and lead generation

Digital channels are the top-of-funnel mechanism that feeds both the direct sales team and the partner network. ServiceNow dedicates significant resources to this area, having spent about $3.8 billion on sales and marketing expenses in 2024 as part of its expansion and customer acquisition efforts. The company uses its website to support lead generation directly, offering options like Live Demos for prospective customers. This digital investment supports the overall growth trajectory, with the company raising its full-year 2025 guidance for operating margin to 31% and free cash flow margin to 34%, signaling efficiency gains even as they invest heavily in market awareness.

ServiceNow, Inc. (NOW) - Canvas Business Model: Customer Segments

You're looking at the core of ServiceNow, Inc.'s (NOW) revenue engine-the enterprises that rely on the platform to run their most critical operations. This segment is heavily weighted toward the largest global players, indicating a deep penetration into mission-critical IT and enterprise functions.

ServiceNow, Inc. focuses its efforts on a specific tier of customer, prioritizing large organizations where workflow consolidation and digital transformation efforts yield the highest return on investment for both parties. This focus drives significant deal size and high retention rates.

• Global Fortune 500 enterprises, with over 85% of the list utilizing the ServiceNow AI Platform as of late 2025.
• Enterprises that are actively consolidating systems across IT, HR, and Customer Service onto a single platform.
• Companies operating in highly regulated sectors, including Financial Services and Healthcare.

The company's success is clearly visible in its high-value customer cohort, which continues to expand rapidly. These are the customers driving significant Annual Contract Value (ACV) growth through platform expansion and adoption of new AI-driven offerings like Now Assist.

Customer Segment Metric	Value/Count	Reporting Period
Customers with ACV over $5 million	553	Q3 2025
Average ACV for customers >$5 million	$14.6 million	Q3 2025
Year-over-Year Growth in Customers >$5 million ACV	18%	Q3 2025
Total Organizations Using ServiceNow (Approximate)	~8,400	Late 2025

The focus on large enterprises naturally includes significant engagement with the public sector. ServiceNow, Inc. maintains a strong presence in government, which is a key vector for platform adoption, even while navigating specific budgetary dynamics within that space.

You see this concentration of value in the deal flow as well. For instance, in Q3 2025, ServiceNow closed 103 transactions over $1 million in net new ACV. Honestly, that sales engine is humming.

• Large government and public sector organizations, including specific focus areas like the U.S. Federal agencies.
• Enterprises in regulated industries such as Financial Services, where platform trust and governance are paramount.

ServiceNow, Inc. (NOW) - Canvas Business Model: Cost Structure

The Cost Structure for ServiceNow, Inc. (NOW) is heavily weighted toward talent acquisition and market expansion, reflecting its position as an enterprise-grade platform leader. The company's high-margin subscription business model allows for significant reinvestment in innovation and sales reach.

High investment in Research & Development (R&D) for AI and platform innovation remains a core cost driver. For the twelve months ending September 30, 2025, Research and Development Expenses totaled $2.855B. This investment fuels the platform's evolution, particularly around generative AI capabilities like Now Assist, which is on pace to exceed $500 million in Annual Contract Value (ACV) in 2025. The R&D spend as a percentage of revenue in the third quarter of 2025 was 16.1%.

Significant Sales and Marketing (S&M) expenses are necessary to drive the continued enterprise adoption and expansion within the installed base. In Q3 2025, S&M as a percentage of revenue stood at 26.9%. This spending supports landing and expanding with large customers; the company ended Q3 2025 with 553 customers with more than $5 million in ACV, an 18% year-over-year increase.

Personnel costs are the largest component within the operating expenses, particularly for the highly compensated engineering and sales talent required to build and sell a complex, AI-driven platform. The high growth in large deals, including 103 transactions over $1 million in net new ACV in Q3 2025, directly correlates with the size of the sales force investment.

Cloud infrastructure and data center operating costs are embedded within the Cost of Revenue. While a specific dollar amount for these costs isn't broken out, the company's focus on operationalizing financial control through its Cloud Cost Management tool suggests these are material costs being actively managed, including those for supporting public cloud spend and AI infrastructure.

The inherent efficiency of the software delivery model keeps the Cost of Revenue low relative to subscription intake. ServiceNow raised its full-year 2025 guidance for the non-GAAP subscription gross margin to approximately 83.5%. For the third quarter of 2025, the non-GAAP subscription gross margin was reported at 83%, demonstrating strong leverage, especially when compared to the GAAP total gross margin of 77.5% for the same period (Total Gross Profit of $2,633 million on Total Revenues of $3,407 million).

Here's a quick look at the major operating expense ratios from the Q3 2025 period:

Expense Category	Percentage of Revenue (Q3 2025)
Sales and Marketing (S&M)	26.9%
Research & Development (R&D)	16.1%
General & Administrative (G&A)	5.8%

The company's focus on efficiency is clear in its margin expansion targets. ServiceNow raised its full-year 2025 non-GAAP operating margin target to 31%, up from a previous target, attributing this leverage to AI operational efficiencies.

Key cost components and associated metrics include:

• R&D Spend (TTM Sep 2025): $2.855B.
• Non-GAAP Subscription Gross Margin (FY 2025 Guidance): 83.5%.
• Q3 2025 Non-GAAP Operating Margin: 33.5%.
• AI Products ACV run-rate (2025): On pace to exceed $500 million.
• Share Repurchase (Q3 2025): Approximately $584 million used to manage dilution impact.

Finance: review the capital expenditure forecast for data center capacity against the raised Free Cash Flow Margin guidance of 34% by end of year.

ServiceNow, Inc. (NOW) - Canvas Business Model: Revenue Streams

You're looking at how ServiceNow, Inc. actually brings in the money, and honestly, it's almost entirely about keeping customers locked into their platform via recurring contracts. The engine here is the subscription model, which is the bedrock of their financial stability.

For the full Fiscal Year 2025, ServiceNow projects its recurring subscription revenue to land in the range of $12.78 billion to $12.80 billion. This is the core number you need to watch. To put that in perspective, the total expected annual revenue for FY 2025 is estimated to be between $13.20 billion to $13.22 billion, meaning subscription revenue accounts for roughly 97% of the total sales. Just looking at the third quarter of 2025, subscription revenues hit $3,299 million.

The way you pay for that access is primarily through per-user or per-agent licensing, which is definitely tiered. This structure helps you understand where the big spenders are-it's the operational staff, the ones actually resolving the work.

License Tier/Module	Estimated Per-User/Agent Cost (Monthly)	Key User Role
Core ITSM (Standard)	Starts between $70 and $100 per user	Fulfiller (Agent)
Pro Plan (Includes AI Features)	$160+ per agent/month	Fulfiller (Agent)
ITOM or SecOps (Advanced Modules)	$150 to $250 per user	Fulfiller (Agent)
Requester/End User	Essentially free	Requester (Submits tickets)

This tiered approach means that upgrading from a Standard to a Professional or Enterprise bundle significantly increases the per-user price. For instance, those Fulfiller licenses, the ones your IT team and developers use to actually work on tickets, carry the highest per-user cost.

Now, the smaller piece of the pie comes from Professional Services, which covers implementation, training, and consulting to get you set up. This is a necessary cost, but it's not the primary revenue driver. In Q3 2025, Professional services and other revenue was only $108 million. For comparison, that same quarter's subscription revenue was $3,299 million.

The real shift in 2025 is how ServiceNow is monetizing its new intelligence layer. They are moving toward consumption-based pricing for features like Now Assist. This means that while you might have a base subscription, your actual bill will be influenced by usage metrics, like 'Assist' tokens or orchestration transactions. This is a new variable cost component that customers need to track closely, as usage is growing fast; for example, Now Assist usage grew 9X between January and June 2025.

The revenue base itself is diversified across the platform's main workflow categories, showing where the platform is being adopted across the enterprise. You can see the breakdown of revenue contribution for 2025 here:

• Technology workflows (ITSM, ITOM, SecOps): 53% of total revenue.
• Customer and employee workflows (HRSD, CSM): 24% of total revenue.
• Creator Workflows and others (App Engine): 23% of total revenue.

If you're managing the budget, remember that the core license cost is only part of the story; implementation and consulting often cost 3x to 5x the annual license fee for many large enterprises.

Finance: draft 13-week cash view by Friday.