ServiceNow, Inc.

ServiceNow is a U.S.-based enterprise software company built around the Now Platform, which helps organizations digitize and automate workflows across IT, employee, customer, and industry operations. Its offerings are delivered primarily through subscription agreements and are supported by professional services, customer support, and partner-delivered implementation services worldwide.

19,3 %

77,5 %

13,2 %

+20,9 %

1.00

1.00

— ServiceNow, Inc.
%
Subscription software88% Core platform and application subscriptions that give customers access to ServiceNow workflows and updates.
Professional services7% Design, implementation, architecture, and optimization work delivered directly and through partners.
Customer support and training3% Standard and enhanced support, self-service resources, and training for customers and partners.
ServiceNow Impact2% Subscription-based adoption and optimization tools with guided plans, metrics, and expert support.

ServiceNow sells primarily to enterprise customers that deploy its software across multiple functions and business...

  • Enterprise customersprimary

    Buy subscription access to the Now Platform and applications to standardize workflows across the enterprise.

  • IT departmentsprimary

    Use ITSM and related modules to manage incidents, requests, changes, and service operations.

  • Customer service and sales organizationssecondary

    Buy CRM and Industry products to connect quoting, case management, fulfillment, and resolution workflows.

  • Government and public sectorsecondary

    Adopt the platform for enterprise workflow modernization under procurement and compliance constraints.

  • Partners and implementation ecosystemsecondary

    Implement, configure, and extend ServiceNow solutions for end customers.

ServiceNow is headquartered in the United States but sells globally through direct sales, managed service providers,...

  • •Headquartered in the United States
  • •North America is the largest commercial base
  • •International revenue is a significant part of total sales
  • •Global direct sales organization supports enterprise accounts
  • •Worldwide support and partner ecosystem enable local delivery
  • •Foreign currency and local regulation affect non-U.S. operations

ServiceNow’s strategy centers on expanding the Now Platform, adding more applications, and deepening use cases across...

01
Broaden platform capabilities and application breadthmedium-term

A wider workflow suite increases cross-sell opportunities and makes the platform harder to replace.

02
Advance AI-driven workflow automationshort-term

AI features can improve product differentiation and help customers automate more complex work.

03
Increase adoption through partners and servicesmedium-term

Implementation support and partner reach help convert large enterprise opportunities into deployments.

04
Expand international and regulated-market penetrationlong-term

Broader geographic reach diversifies demand and increases the addressable enterprise base.

ServiceNow faces execution risk in a highly competitive enterprise software market where product innovation and AI...

high

Intense competition and product innovation risk

Enterprise software buyers can switch or delay purchases if the platform does not keep pace with alternatives.

Scope
Core workflow and AI product portfolio
Materiality
high
high

AI deployment risk

Embedding AI into customer workflows can create operational, legal, regulatory, and ethical issues.

Scope
Now Assist, AI agents, internal operations
Materiality
high
high

Cybersecurity and third-party dependency

Reliance on public cloud and external providers expands the attack surface and limits direct control.

Scope
Platform operations, support systems, supply chain
Materiality
high
medium

International regulatory and localization risk

Data residency, privacy, trade, and local ownership rules can raise costs and restrict market access.

Scope
Non-U.S. sales and operations
Materiality
medium
medium

Government procurement and regulated-customer risk

Public-sector and heavily regulated buyers have longer sales cycles and stricter contracting requirements.

Scope
Government and regulated enterprise customers
Materiality
medium
Subscription revenue recognition
Affects revenue timing and quarterly comparability
Seasonality of customer agreements
Creates uneven quarterly revenue and bookings patterns
Stock-based compensation
Affects operating expenses and non-cash compensation trends
Acquisition accounting
Can influence goodwill, intangibles, and integration-related estimates
Lease and cloud infrastructure commitments
Affects fixed-cost structure and lease-related disclosures

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: 11/08/2026