ServiceNow serves up new incentives as part of partner programme overhaul

ServiceNow logo on the side of a white building
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Cloud software firm ServiceNow has unveiled a host of new incentives for its partner programme in a bid to help partners maximise its investments and generate market opportunities.

Announced at the company’s Partner Kickoff event in Las Vegas, these incentives include access to a brand-new partner development fund, a co-funded investment programme, as well as simplified discounts and rebates, in a bid to spark increased partner growth and profitability.

The changes form part of a programme-wide overhaul that aims to target the estimated $500 billion market opportunity for its Now Platform and associated partner services.

Available for all partners from 6 March, ServiceNow said these changes will help expand partners’ expertise, differentiate their skills, and maximise their unique contributions.

“The vision for ServiceNow partners is that they should be treated as co-creators of value, and as co-pilots on our journey to becoming the platform for digital business,” said Erica Volini, senior vice president of alliances and channel ecosystem at ServiceNow.

Alongside its new incentives, ServiceNow is introducing four new modules for partners: Build, Consulting and Implementation, Resale, and Service Provider.

These will allow businesses to better align with the unique roles and routes-to-market within the ServiceNow ecosystem, the firm said.

There will also be new benefits associated with each module, which have been designed to better reflect the unique contributions that different partners bring to the ecosystem.


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Enhancements include a revamped partner portal, as well as an improved “partner finder” that allows customers to pinpoint the ideal partner by region, industry, or domain expertise.

“Our reimagined partner programme creates unbounded opportunity for partners to expand and collaborate with ServiceNow well beyond where we can go alone,” Volini added. “We are investing in partner success, championing their expertise, and giving them flexibility to drive exponential value with our platform.”

Volini will lead the programme in her new role as senior vice president of alliances and channel ecosystem. She succeeds David Parsons, who has led the alliances and channel ecosystem organisation since 2018.

Parsons will now front a new and strategic ecosystem ventures function focused on accelerating growth with partners in targeted markets.

“It has been my honour and privilege to lead our alliances and channel ecosystem organisation for the past four years,” Parsons said. “I am proud of everything we have accomplished together for our partners and joint customers and excited about our ongoing journey together.

“I want to thank Erica for her partnership and leadership. I know that she is the right leader, at the right time, to continue to build on a strong foundation of success and momentum.”

Daniel Todd

Dan is a freelance writer and regular contributor to ChannelPro, covering the latest news stories across the IT, technology, and channel landscapes. Topics regularly cover cloud technologies, cyber security, software and operating system guides, and the latest mergers and acquisitions.

A journalism graduate from Leeds Beckett University, he combines a passion for the written word with a keen interest in the latest technology and its influence in an increasingly connected world.

He started writing for ChannelPro back in 2016, focusing on a mixture of news and technology guides, before becoming a regular contributor to ITPro. Elsewhere, he has previously written news and features across a range of other topics, including sport, music, and general news.