ServiceNow Transforms Partner Program With Specializations

ServiceNow , a prominent figure in digital workflow solutions, recently announced significant enhancements to its partner program by introducing new specializations. The updated ServiceNow partner program, initially revamped in January 2023, now includes Partner Specializations, marking a crucial advancement in the program’s evolution. These specializations aim to open up new revenue streams for partners and provide various benefits to expand their ServiceNow practices. Revealed at the ServiceNow Partner Kickoff in Las Vegas, the three available Specializations are Service Operations, Serve the Customer, and Power the Employee.

In its quest to substantially grow the proportion of new revenue generated through partners, ServiceNow is nurturing partner relationships by integrating the ServiceNow platform into their business models. Partners can achieve these Specializations by demonstrating a blend of product knowledge, sales proficiency, successful customer engagements, and effective go-to-market strategies. These new Specializations not only highlight the unique capabilities of partners in the marketplace but also foster innovation and growth in their ServiceNow operations.

Erica Volini, senior vice president of global partnerships at ServiceNow, expressed the company’s dedication to its partners: “Last year, we significantly revamped our partner program, putting our partners at the heart of our corporate strategy. The introduction of Specializations now enables customers to more easily identify the most qualified partners to address their complex digital transformation challenges.”

The acquisition of a Specialization benefits partners in three key areas

1. Distinctive Positioning: Specialization badges will enhance partner visibility on their ServiceNow profiles and the ServiceNow Partner Finder, allowing potential clients to easily identify expert partners based on their Specializations.
2. Revenue Growth: Each Specialization targets a specific customer need in a market segment with substantial growth potential and high annual growth rates.
3. Enhanced Partner Benefits: Partners with Specializations will gain additional perks, including invitations to the ServiceNow Partner Advisory Council, access to co-marketing programs, and the ServiceNow Partner Development Fund established last January.

The initiative is commencing with three distinct specializations: Service Operations, Serve the Customer, and Power the Employee. These specializations offer substantial market prospects characterized by significant year-over-year growth and an expansive total addressable market (TAM). They are accessible at both regional and global levels, with two levels of achievement for enhanced distinction. Anticipated in 2024 are the introduction of additional Partner Specializations, expanding the range of opportunities. These three Partner Specializations are slated to be accessible for partners to acquire from the second quarter of 2024 onwards.