ServiceNow Updates Global Partner Strategy

ServiceNow on Monday unveiled changes to its global partner ecosystem strategy, including new programs for its global partner community.

The announcement was made during this week’s Knowledge 2019, ServiceNow’s annual user conference. ServiceNow believes it can become a $10 billion company, creating “significant opportunity for our global partner ecosystem to grow with us as we help enable digital transformation for customers worldwide,” said David Parsons, its senior vice president of global alliances and channel ecosystem.

ServiceNow’s David Parsons

“The changes announced today more intuitively segment our global partner portfolio, better differentiating levels of expertise for our partners and customers,” he said. “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.”

ServiceNow said partners now can:

• Better differentiate and position their services to joint customers.
• Enhance joint go-to-market consistency and predictability.
• More effectively respond to public sector customer opportunities.
• Accelerate customers’ digital transformation journey and help them realize “unprecedented” business value.
• Gain greater visibility into ServiceNow’s product road map to build the company’s technology practices and managed services offerings that are powered by the Now Platform and workflows.

ServiceNow has established a new global partner segmentation approach to recognize partners’ expertise across its ecosystem. Within this new framework, partners are segmented according to two sets of criteria: their expertise of ServiceNow‑enabled solutions adoption associated with their practice development and managed service offerings; and their go‑to‑market maturity.

Based on these sets of criteria, partners are segmented within one of the following partner categories: Global Elite Partner, Elite Partner, Premier Partner, Specialist Partner and Registered Partner.

The company also has implemented specific programs that support each level of specialization and go‑to‑market strategies. This includes providing visibility into ServiceNow’s product road map. These programs aim to help partners build ServiceNow technology practices and managed services that are powered by the Now Platform and workflows.

In addition, ServiceNow has created a dedicated business development team to support the top global and regional service providers, and a new program for service providers who innovate on ServiceNow’s workflow products or platform.

To better address the needs of partners who serve public sector customers, 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, and over time it will expand to include state, local and education, and will be extended to partners in Europe and Asia as well.

“Today’s announcement represents a strategic pivot to engage with our global and regional partner community in a world‑class manner,” Parsons said. “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.”