VALUE REALIZATION REPORT - SERVICENOW - DECISIONLINK
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Value is at the Core of
the ServiceNow DNA
VALUE
REALIZATION
REPORT ServiceNow
ServiceNow
INDUSTRY: Digital Workflow
Management Software
EMPLOYEES: 11,000+
LOCATION: Santa Clara, CA
Value is at the Core Key Benefits
of the ServiceNow DNA
1.7X Increase in Win Rate
A world leader in the business of digitally transforming workflow for by Field-led Opportunities
many of the world’s best-known brands, ServiceNow delivers digital
workflows that create great experiences and unlock productivity.
Value Management has been part of their DNA for many years and
per their corporate website, they regularly advise their clients “to Democratized Value –
realize—and manage—the value you get from your ServiceNow 1,000 Account Executives
investments, you’ll need to build an effective, end-to-end process and Solutions Consultants
for value management.” and 50 Value Engineers
can create self-service value
When Bill McDermott joined ServiceNow as CEO, he set the goal for the assets for their opportunities
company to grow from $3 Billion to $10 Billion. To support this rapid
growth, he launched the Now Value initiative – their cohesive go-to-
market approach where value is at the center of all they do.
“We’ve always had customer success at the center of everything Approximately
we do. If a customer is seeing value, then eventually we will be $140 Million in Pipeline
rewarded also.” —Chris Dowse, Global Senior Director, Value Insights from sophisticated value
calculator on their website
With value being a linchpin to ServiceNow’s corporate strategy, they have a
dedicated value management practice with over 50 value consultants, led
by Chris Dowse, Global Senior Director, Value Insights, and Matt Denton,
Sr. Global Director, Inspire Value. The practice completes nearly 1,500 Ability to update and deploy
value engagements each year, designing and scaling value deployments new value models to the
across multiple phases of the customer lifecycle. field in days, not months
2
ServiceNow Needed a new Value Management Platform “Our old way of
working resulted in
Historically, ServiceNow leveraged their own homegrown solution for value management. outdated models and
The platform required advanced coding capabilities to be able to update calculations and any a lack of features and
adjustments to the models required months of development. Due to the complexity, adoption benefits as ServiceNow
was low, so they either didn’t use the system at all, or they would create their own models. released new offerings.
In 2018, ServiceNow decided that they needed to democratize, streamline and scale their It was costly and took
value analysis efforts in a centralized platform across their customer facing teams to ensure too long to make
every conversation with a customer was consistent, accurately reflected their brand messages, simple changes.
and was rooted in economic value. ValueCloud® allow
us to make changes
ServiceNow had a very clear idea of what they needed from a value management platform – and enhancements
they needed something that streamlined their value efforts, empowering the entire company quicker so we can
to support more customer-facing activities, value motions, and value conversations, and keep up with the
giving the field sales teams the ability to create more value assets, accelerating their value speed of our business”
engagements. — Matt Denton, Sr. Global
Director, Inspire Value
“We wanted to scale and democratize our value management competence to our
sales reps and solutions consultants, and help even more clients to realize value,”
said Chris Dowse.
The team also wanted to shield users from complexity, while consistently delivering the data they need, when and where
they needed it. That meant ensuring every customer-facing user had the right value messaging, outcomes and dollar
values. As a hugely successful SaaS company that was focused on streamlining business productivity, expectations
were sky high.
Chris and his team looked at multiple options, including extending their existing system, building a brand-new custom
solution, and several vendor solutions. Ultimately, they decided to purchase an external solution, versus risking a year’s
worth of development time before ever being able to leverage or benefit from the solution.
ServiceNow Selects DecisionLink as their Value Management Partner
When the ServiceNow team met DecisionLink, it was immediately clear to ServiceNow that DecisionLink really understood
the value space and value management as a discipline. The implementation team at DecisionLink understood the
ServiceNow business proposition and could translate their needs into solutions within the ValueCloud® platform.
The way the two teams meshed was one of the key reasons that ServiceNow finally selected ValueCloud® as their value
management platform, and DecisionLink as their strategic partner in realizing their value management goals.
Despite an aggressive timeline to deliver a complete value management platform, the DecisionLink team was able
to build ServiceNow’s models into the ValueCloud®’s complex math engine and go live to their team of value
consultants in just 51 days.
3
ServiceNow Leverages ValueCloud® Across Sales “DecisionLink
understood the value
and Marketing space in a visionary
The initial implementation was within the ServiceNow’s Value Engineering organization – way, especially John
a team of 50 Business Value Consultants – and they noticed an impact almost immediately. Porter, DecisionLink’s
Their value consultants quickly became comfortable with the system and its self- Co-Founder and CTO,
service functionality. Historically, the Value Management team would manually create who understood our
presentations, which often required a lot of cutting and pasting of numbers and content needs and how to
into PowerPoint templates. This was a time-consuming task and occasionally resulted in translate them into
errors due to the nature of the labor-intensive, manual process. reality”
— Chris Dowse, Global Senior
After deploying ValueCloud®, the platform’s personalized asset generation capability saved Director, Value Insights
the Business Value Consultants hours on every assessment and improved overall quality
because the final assets delivered to customers are automatically generated according to
their established brand guidelines.
ServiceNow has an aggressive 6-month product release schedule so having to wait months to enable the field with
updated value postures was not acceptable. With ValueCloud®, the team discovered that updating models, which
would have taken months of skilled development, could go live into the field in a matter of days.
After realizing success within the value consultant team, ServiceNow
extended use of the ValueCloud® platform to 1,000 Account Executives
and Solution Consultants. Because of the self-service nature
of the platform, the sales team can now leverage the system
independently, without engaging the value consultants,
increasing the reach and range of prospects being provided
with a business case. In the first six months, the sales
team generated 1,500 business cases, extending their
reach of value by effectively doubling the number of
opportunities that now have business cases.
ServiceNow has seen numerous benefits from leveraging
ValueCloud® to support their Now Value initiative,
including a 1.7X improvement in win-rate for field-led
opportunities and attach-rates on sales opportunities
doubled.
Softer benefits have also resulted; ServiceNow now has a
significantly greater number of trusted-advisor relationships
with customer executives. Sellers – who are now more competent
and confident in discussing value with prospects – find they can provide
useful information to high-level executives earlier in their sales cycles.
4
“We are able to guide the conversation through the presentations created in ValueCloud®, so our Business Value
Consultants and Field Teams do not have to create new content for each case. We have embedded ServiceNow’s Value
Messaging into ValueCloud® so each business case will tie back to a company’s main business issue and objectives and
communicate to all levels of an organization…from the practitioner to the C-suite. This helps us add relevance to each
opportunity and results in a better win rate when a business case is generated from ValueCloud®,” said Matt Denton,
Sr. Global Director, Inspire Value.
In April 2020, ServiceNow extended their use of ValueCloud® into their marketing efforts, launching a sophisticated
web value calculator that allows customers to estimate the results they could achieve with ServiceNow’s solutions. The
Value Calculator on their website has been incredibly impactful for ServiceNow’s demand generation efforts – creating
approximately $140 Million in pipeline opportunities in just 3 months and filling their pipeline with more qualified
conversations for their Business Development teams.
ValueCloud®’s Impact
by the Numbers:
~$140 Million in pipeline
opportunities in just 3 months
1.7X improvement in win-rate
for field-led opportunities
Attach-rates on sales
opportunities doubled
1,500 business cases generated
by sales in the first six months
The Future of Value Management at ServiceNow
When evaluating vendors, ServiceNow drew several parallels between themselves and DecisionLink. Both are in the
business of digitally transforming key business practices.
In the case of ServiceNow, making work better for people, transforming old manual ways into modern digital workflows,
so employees and customers get what they need, when they need it — fast, simple, easy. In the case of DecisionLink, it
is all about elevating the value management process and providing the tools that accelerate the digital transformation
of Customer Value Management (CVM).
ServiceNow has seen tremendous success by leveraging the ValueCloud® in their sales, marketing and value
engineering teams, supporting the Envision phase of the NowValue lifecycle. In the future, ServiceNow plans to
optimize their current processes and expand their value management capability into new sales motions.
5
Value Benchmarking: In terms of optimizing their current processes, ServiceNow
plans to make enhancements to ensure their automated feedback loop so that the
ValueCloud® can make their team smarter and more accurate in their new sales
motions. In time, they plan to allow the system to adjust their models in real-time
based off actual value achieved by their customers, ensuring their value estimates
and projections are always as accurate as possible.
Extending Value Conversations into Partner Channel: ServiceNow recognizes
that in order to reach their goal of $10 Billion in revenue, they cannot do it alone. “I really think that there’s
The ability for ServiceNow’s partners to have value conversations and leverage a bond between the two
ServiceNow’s value models, will ensure that the promise of delivering value companies, and you
to customers remains constant, even when an organization buys ServiceNow can learn something on
products from within the partner ecosystem. one side and can shift
confidence on the other.
CXO Value Perspective: To facilitate ServiceNow’s sellers to be able to
That’s exactly what
communicate the business impact of using ServiceNow at the enterprise level,
we’re trying to do with
ServiceNow is developing a new Executive Value Perspective. With this, sellers will
our customers in these
be able to:
value conversations and
• Benchmark a specific company against their industry peers in terms of really inspire our internal
enterprise level financial metrics as well as digital maturity on the platform salespeople as much as the
• Estimate the benefits from a full platform adoption of ServiceNow across customers to go as
the enterprise far as they can to create
even more value.”
• Be prescriptive and share the industry specific Process automation use
— Chris Dowse, Global Senior
cases that the industry leaders are achieving using ServiceNow
Director, Value Insights
Turn Value into an Enterprise-Wide, Strategic Asset
Marketing can Sales can Value Leadership Customer Account
attract and position high consultants can accelerate success teams managers can
engage and differentiate can scale to growth by can track and improve renewal
customers with compelling meet sales closing bigger prove value rates, growing
quickly business cases demand deals, faster achieved share of wallet
DecisionLink’s ValueCloud® is the first and leading solution for enterprise-class customer value management. The ValueCloud® enhances
the value of CRM systems by providing the missing link to elevating conversations and shifting relationships from tactical to strategic by
providing value insights from initial sales call all the way through to contract renewals. The ValueCloud® turns customer value insights into
strategic assets that can be leveraged across the enterprise, from CXO’s, to line of business leaders, to Product Managers, to Marketers,
to sales & sales support teams, to value managers. DecisionLink is trusted by top enterprise businesses, including Adobe, Caterpillar,
CrowdStrike, DocuSign, Marketo, VMWare and more. For more information, please visit www.decisionlink.com, call 800.670.8301 or
engage with us on social media
© DecisionLink 2021. All Rights Reserved
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