ServiceNow, Inc. (Now): Business Model Canvas [Jan-2025 Mise à jour]

Dans le paysage en évolution rapide de la transformation numérique d'entreprise, ServiceNow apparaît comme une puissance, révolutionnant la façon dont les organisations rationalisent des flux de travail complexes grâce à sa plate-forme innovante basée sur le cloud. Avec un modèle commercial stratégique qui combine une technologie de pointe, des solutions complètes de gestion des services et un écosystème solide de partenariats, ServiceNow s'est positionné comme un catalyseur critique d'efficacité opérationnelle pour Fortune 500 les entreprises dans plusieurs secteurs. Cette plongée profonde dans la toile du modèle commercial de ServiceNow démêlera les mécanismes complexes qui ont propulsé ce géant de la technologie pour devenir un leader de la gestion des services d'entreprise, offrant des informations sans précédent sur sa stratégie de création de valeur unique.

ServiceNow, Inc. (maintenant) - Modèle d'entreprise: partenariats clés

Fournisseurs d'infrastructures cloud

ServiceNow a des partenariats stratégiques avec les fournisseurs d'infrastructures cloud suivants:

Fournisseur de cloud	Détails du partenariat	Revenus cloud annuels
Amazon Web Services (AWS)	Partenaire d'infrastructure cloud primaire	2,1 milliards de dollars en 2023
Microsoft Azure	Services de plate-forme cloud intégrés	1,8 milliard de dollars en 2023
Google Cloud Platform	Collaboration du cloud d'entreprise	1,2 milliard de dollars en 2023

Intégrateurs de logiciels d'entreprise et sociétés de conseil

ServiceNow collabore avec des partenaires de conseil de haut niveau:

• Deloitte: partenaire de mise en œuvre stratégique
• Accenture: partenaire de transformation numérique mondiale
• KPMG: Optimisation du flux de travail d'entreprise
• PWC: intégration du service numérique

Partenaires de l'alliance technologique

Partenaire	Focus de partenariat	Revenus d'intégration annuelle
Deloitte	Conseil de workflow d'entreprise	475 millions de dollars en 2023
Accentuation	Services de transformation numérique	412 millions de dollars en 2023

Fournisseurs de logiciels indépendants (ISV)

L'écosystème de la plate-forme de ServiceNow comprend:

• 150+ partenaires ISV certifiés
• Marché complet des applications
• Solutions logicielles intégrées

Intégrateurs de systèmes mondiaux

Intégrateur	Services de mise en œuvre	Revenus de mise en œuvre annuels
Wipro	Implémentation de workflow d'entreprise	321 millions de dollars en 2023
Infosys	Intégration de service numérique	289 millions de dollars en 2023
Capgemini	Solutions de cloud et de workflow	267 millions de dollars en 2023

ServiceNow, Inc. (maintenant) - Modèle d'entreprise: activités clés

Développement de la plate-forme logicielle et innovation continue

Investissement en R&D en 2023: 1,76 milliard de dollars

Métrique	Valeur
Dépenses annuelles de développement de logiciels	1,76 milliard de dollars
Nombre de mises à jour de la plate-forme en 2023	4 versions majeures
Travail en génie logiciel	7 200 employés

Solutions d'automatisation de workflow basées sur le cloud

Clients totaux de plate-forme cloud en 2023: 7 300 clients d'entreprise

• Solutions d'automatisation du workflow sur plus de 30 verticales de l'industrie
• Valeur du contrat client moyen: 402 000 $ par an
• Temps de disponibilité de la plate-forme cloud: 99,95%

Recherche et développement des capacités de l'IA et de l'apprentissage automatique

Catégorie d'investissement en IA	2023 dépenses
Budget de recherche AI ​​/ ML	412 millions de dollars
Demandes de brevet IA	87 nouvelles applications
Caractéristiques du produit AI lancées	24 nouvelles capacités

Support client et gestion des services techniques

Soutenir les mesures pour 2023:

• Centres de soutien mondiaux: 12
• Temps de réponse moyen du client: 45 minutes
• Évaluation de satisfaction du client: 92%
• Personnel de soutien technique: 2 100 professionnels

Fusions et acquisitions stratégiques

Acquisition	Valeur	Année
Légèreté	317 millions de dollars	2021
Swarm64	55 millions de dollars	2022
Apptio	4,5 milliards de dollars	2022

ServiceNow, Inc. (maintenant) - Modèle commercial: Ressources clés

Plateforme de gestion des services d'entreprise propriétaire basée sur le cloud

La plate-forme principale de ServiceNow a généré 7,13 milliards de dollars de revenus en 2023. La plate-forme prend en charge 7 420 clients d'entreprise dans le monde.

Métrique de la plate-forme	Valeur 2023
Total des clients d'entreprise	7,420
Revenus de plate-forme annuelle	7,13 milliards de dollars
Investissement dans les infrastructures cloud	412 millions de dollars

Travail technique et ingénierie hautement qualifié

ServiceNow emploie 20 628 employés à temps plein au 31 décembre 2023.

• Travail d'ingénierie: 8 742 employés
• Frais de recherche et développement: 1,64 milliard de dollars en 2023
• Tenure moyenne des employés: 4,3 ans

Propriété intellectuelle et brevets logiciels

ServiceNow tient 463 brevets logiciels actifs En 2024.

Catégorie de brevet	Nombre de brevets
Brevets de cloud computing	187
Brevets d'automatisation du workflow	276

Technologies avancées du flux de travail numérique

Les technologies d'automatisation du flux de travail de ServiceNow ont traité 1,2 milliard de transactions par jour en 2023.

• Investissements d'automatisation du flux de travail amélioré AI-AI: 328 millions de dollars
• Taux d'intégration d'apprentissage automatique: 67% des capacités de plate-forme

Grande réputation de marque dans la gestion des services d'entreprise

Gartner Magic Quadrant Classement: Leader dans la gestion des services d'entreprise pendant 8 années consécutives.

Métrique de reconnaissance de la marque	Valeur 2023
Pénétration mondiale du client 2000	75%
Score de satisfaction du client	4.6/5

ServiceNow, Inc. (maintenant) - Modèle d'entreprise: propositions de valeur

Solutions complètes de transformation du flux de travail numérique

ServiceNow propose des solutions de flux de travail numériques de qualité d'entreprise avec les mesures clés suivantes:

Métrique	Valeur
Total des clients d'entreprise	7 700+ (Q4 2023)
Valeur du contrat annuel moyen	$407,000 (2023)
Solutions de workflow de plate-forme	11 segments de produits de base

Intégration transparente à travers les processus informatiques et commerciaux d'entreprise

Capacités d'intégration démontrées:

• 80+ intégrations du système d'entreprise prédéfinies
• Architecture natif du cloud prenant en charge plusieurs plateformes
• API-First Development Approche

Efficacité opérationnelle améliorée par l'automatisation

Métrique d'automatisation	Performance
Efficacité d'automatisation du flux de travail	47% de réduction du temps de traitement manuel
Économies d'automatisation dirigés AI	26,5 millions de dollars réduction des coûts annuels pour les entreprises

Plate-forme cloud évolutive pour les besoins organisationnels complexes

Métriques d'évolutivité de la plate-forme:

• Garantie de disponibilité de 99,95%
• Infrastructure mondiale couvrant 15 centres de données
• Soutien aux organisations avec 500 à 500 000 employés

Gestion des services alimentés par l'IA et idées prédictives

Capacité d'IA	Métrique de performance
Précision de la gestion des services d'IA	Résolution de problème prédictive à 92%
Modèles d'apprentissage automatique	237 modèles d'IA pré-construits
Investissement annuel de R&D AI	412 millions de dollars (2023)

ServiceNow, Inc. (Now) - Modèle d'entreprise: relations avec les clients

Équipes de gestion des comptes dédiés

ServiceNow maintient 350+ professionnels de la gestion des comptes de niveau d'entreprise Au service des clients mondiaux 2000. L'équipe moyenne de gestion des comptes gère approximativement 15-20 clients stratégiques d'entreprise par équipe.

Segment de clientèle	Gestionnaires de compte dédiés	Valeur du contrat annuel moyen
Entreprenants	250	1,2 M $ - 3,5 M $
Clients du marché intermédiaire	100	250 000 $ - 750 000 $

Portails de support numérique en libre-service

L'infrastructure de soutien numérique de ServiceNow comprend:

• Base de connaissances en ligne 24/7
• Forums de soutien axés sur la communauté
• Système automatisé de résolution des billets

Métriques de support numérique	2024 performance
Taux de résolution en libre-service	78%
Temps de réponse moyen	2,3 heures

Formation continue des produits et éducation client

ServiceNow investit 45 millions de dollars par an dans les programmes d'éducation client. Les plateformes de formation comprennent:

• Cours de certification en ligne
• Ateliers de produits trimestriels
• Sessions de formation virtuelles et en personne

Programme de formation	Participants annuels	Taux d'achèvement de la certification
Cours en ligne	42,500	65%
Ateliers en direct	18,750	82%

Plateformes de partage de connaissances axées sur la communauté

ServiceNow maintient 3 plateformes communautaires primaires avec 275 000 membres de la communauté enregistrés.

Plate-forme communautaire	Utilisateurs actifs	Interactions mensuelles
Communauté ServiceNow	185,000	124,500
Communauté de développeurs	90,000	62,300

Programmes réguliers des commentaires et de l'engagement des clients

ServiceNow conduit enquêtes de satisfaction des clients trimestriels avec un taux de réponse moyen de 62%.

Métrique de rétroaction	2024 performance
Score de promoteur net	73
Taux de rétention de la clientèle	92%

ServiceNow, Inc. (maintenant) - Modèle commercial: canaux

Force de vente directe de l'entreprise

ServiceNow maintient une équipe de vente directe mondiale avec 4 712 représentants commerciaux au T2 2023. Le quota de vente annuel moyen par représentant est de 1,4 million de dollars. L'équipe de vente d'entreprise couvre 31 pays dans le monde.

Métrique des ventes	2023 données
Représentants des ventes totales	4,712
Quota de vente moyen par représentant	1,4 million de dollars
Couverture géographique	31 pays

Marketing numérique en ligne et génération de leads

ServiceNow a investi 487 millions de dollars dans les dépenses de marketing en 2023. Les canaux de marketing numériques ont généré 62% du total des prospects.

• Dépenses publicitaires numériques: 127 millions de dollars
• Budget marketing de contenu: 93 millions de dollars
• Taux de conversion de génération de leads: 3,7%

Écosystème des partenaires et réseaux de revendeurs

ServiceNow compte 1 850 partenaires de technologie et de mise en œuvre actifs dans le monde. Les revenus générés par les partenaires représentent 34% des revenus annuels totaux.

Métriques du réseau partenaire	2023 données
Total des partenaires actifs	1,850
Contribution des revenus des partenaires	34%

Site Web de l'entreprise et plateformes numériques

Les plates-formes numériques de ServiceNow traitent 2,4 millions d'interactions Web mensuelles. La plate-forme en ligne génère 47% de l'acquisition de clients.

Conférences de l'industrie et événements technologiques

ServiceNow a participé à 87 conférences technologiques en 2023. La génération de leads basée sur des événements a produit 22% du pipeline de ventes totales.

• Conférences totales présentes: 87
• Budget marketing des événements: 64 millions de dollars
• Génération de leads à partir d'événements: 22%

ServiceNow, Inc. (maintenant) - Modèle d'entreprise: segments de clientèle

Grandes organisations d'entreprise

ServiceNow dessert 85% des sociétés Fortune 500 en 2023. La valeur du contrat annuelle moyenne pour les grandes entreprises est de 1,2 million de dollars.

Métriques du segment d'entreprise	Valeur
Total des clients d'entreprise	450+ entreprises mondiales 2000
Dépenses annuelles moyennes	$1,200,000
Taux de renouvellement	93%

Entreprises intermédiaires

ServiceNow cible les sociétés intermédiaires avec des revenus annuels entre 50 et 1 milliard de dollars.

• Total des clients du marché intermédiaire: 12 000+
• Valeur du contrat annuel moyen: 350 000 $
• Couverture verticale: fabrication, vente au détail, services professionnels

Institutions du gouvernement et du secteur public

ServiceNow a une présence significative dans les initiatives gouvernementales de transformation numérique.

Détails du segment du gouvernement	Statistiques
Clients du gouvernement fédéral	25+ agences fédérales
Clients du gouvernement d'État / locaux	150+ municipalités
Revenus de segment du gouvernement annuel	475 millions de dollars

Fournisseurs de soins de santé et de services financiers

ServiceNow soutient la transformation numérique critique dans les industries réglementées.

• Clients de santé: 60% des 100 meilleures organisations de soins de santé
• Clients des services financiers: 70% des 50 meilleures banques mondiales
• Revenus de solutions axées sur la conformité: 320 millions de dollars

Sociétés de technologie et de télécommunications

ServiceNow a une forte pénétration dans les secteurs de la technologie et des télécommunications.

Segment technologique / télécommunications	Métrique
Clients des entreprises technologiques	Plus de 500 entreprises de la Silicon Valley
Clients de télécommunications	35 des 50 meilleurs fournisseurs de télécommunications mondiales
Revenus du segment	780 millions de dollars

ServiceNow, Inc. (maintenant) - Modèle d'entreprise: Structure des coûts

Investissements de recherche et développement

Pour l'exercice 2023, ServiceNow a investi 2,06 milliards de dollars dans les frais de recherche et développement, ce qui représente 25,1% des revenus totaux.

Exercice fiscal	Dépenses de R&D	Pourcentage de revenus
2023	2,06 milliards de dollars	25.1%
2022	1,72 milliard de dollars	23.8%

Dépenses de vente et de marketing

Les dépenses de vente et de marketing de ServiceNow pour 2023 ont totalisé 2,38 milliards de dollars, représentant 29% des revenus totaux.

• Câchables de l'équipe de vente: environ 6 500 employés
• Territoires de vente mondiaux: plus de 100 pays
• Coût moyen d'acquisition du client: 186 000 $

Infrastructure cloud et maintenance technologique

Les coûts d'infrastructure cloud et de maintenance technologique pour 2023 ont été estimés à 650 millions de dollars.

Composant d'infrastructure	Coût annuel
Hébergement cloud	380 millions de dollars
Maintenance technologique	270 millions de dollars

Compensation des employés et acquisition de talents

La rémunération totale des employés pour 2023 a atteint 2,95 milliards de dollars.

• Total des employés: 20 130
• Salaire annuel moyen: 146 500 $
• Total des frais d'acquisition de talents: 185 millions de dollars

Développement et innovation de plate-forme en cours

Le développement des plateformes et les investissements en innovation en 2023 étaient de 740 millions de dollars.

Catégorie d'innovation	Investissement
IA et apprentissage automatique	320 millions de dollars
Amélioration de la plate-forme	420 millions de dollars

ServiceNow, Inc. (maintenant) - Modèle commercial: Strots de revenus

Licence de plate-forme SaaS basée sur l'abonnement

ServiceNow a généré 7,997 milliards de dollars de revenus totaux pour l'exercice 2023, la majorité dérivée de l'octroi de licences basées sur l'abonnement. Les revenus récurrents annuels de la société (ARR) ont atteint 8,41 milliards de dollars au quatrième trimestre 2023.

Catégorie de revenus	Montant (2023)	Pourcentage
Revenus d'abonnement	6,84 milliards de dollars	85.5%
Services professionnels	1,157 milliard de dollars	14.5%

Frais de service et de mise en œuvre professionnels

Les revenus des services professionnels pour 2023 ont totalisé 1,157 milliard de dollars, représentant les services de mise en œuvre, de conseil et de formation.

• Les frais de mise en œuvre moyens varient de 250 000 $ à 2,5 millions de dollars
• Services de conseil au prix des tarifs horaires entre 250 $ et 500 $
• Les programmes de formation coûtent entre 1 500 $ et 5 000 $ par participant

Conseil de logiciel de niveau d'entreprise

Les services de conseil en entreprise ont généré environ 450 millions de dollars en 2023, avec une valeur de contrat moyenne de 750 000 $.

Module complémentaire et mise à niveau des fonctionnalités

Les revenus supplémentaires du module ont contribué environ 620 millions de dollars en 2023, avec un coût de mise à niveau moyen de 75 000 $ par client d'entreprise.

Revenus du contrat de soutien et de maintenance

Les contrats de soutien et de maintenance ont généré 542 millions de dollars en 2023, avec une valeur de contrat annuelle moyenne de 180 000 $.

Type de contrat	Valeur moyenne	Revenu total 2023
Soutien de base	$75,000	210 millions de dollars
Support premium	$250,000	332 millions de dollars

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.