Value is at the Core of the ServiceNow’s DNA

A world leader in the business of digitally transforming workflow for 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 realize—and manage—the value you get from your ServiceNow investments, you’ll need to build an effective, end-to-end process for value management.”

When Bill McDermott joined ServiceNow as CEO, he set the goal for the 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 we do. If a customer is seeing value, then eventually we will be rewarded also.” —Chris Dowse, Global Senior Director, Value Insights

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 value engagements each year, designing and scaling value deployments across multiple phases of the customer lifecycle.

ServiceNowINDUSTRY: Digital Workflow Management Software

EMPLOYEES: 11,000+

LOCATION: Santa Clara, CA

C U S T O M E R S U C C E S S S T O R Y

1.7X Increase in Win Rate by Field-led Opportunities

Democratized Value – 1,000 Account Executives and Solutions Consultants

and 50 Value Engineers can create self-service value assets for their opportunities

Approximately $140 Million in Pipeline from sophisticated value

calculator on their website

Ability to update and deploy new value models to the

field in days, not months

Key Benefits

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ServiceNow Needed a new Value Management Platform

Historically, ServiceNow leveraged their own homegrown solution for value management. The platform required advanced coding capabilities to be able to update calculations and any adjustments to the models required months of development. Due to the complexity, adoption was low, so they either didn’t use the system at all, or they would create their own models.

In 2018, ServiceNow decided that they needed to democratize, streamline and scale their value analysis efforts in a centralized platform across their customer facing teams to ensure every conversation with a customer was consistent, accurately reflected their brand messages, and was rooted in economic value.

ServiceNow had a very clear idea of what they needed from a value management platform – they needed something that streamlined their value efforts, empowering the entire company to support more customer-facing activities, value motions, and value conversations, and giving the field sales teams the ability to create more value assets, accelerating their value engagements.

“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.

“Our old way of working resulted in outdated models and a lack of features and benefits as ServiceNow released new offerings. It was costly and took too long to make simple changes. ValueCloud® allow us to make changes and enhancements quicker so we can keep up with the speed of our business” — Matt Denton, Sr. Global Director, Inspire Value

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ServiceNow Leverages ValueCloud® Across Sales and Marketing

The initial implementation was within the ServiceNow’s Value Engineering organization – a team of 50 Business Value Consultants – and they noticed an impact almost immediately. Their value consultants quickly became comfortable with the system and its self-service functionality. Historically, the Value Management team would manually create presentations, which often required a lot of cutting and pasting of numbers and content into PowerPoint templates. This was a time-consuming task and occasionally resulted in errors due to the nature of the labor-intensive, manual process.

After deploying ValueCloud®, the platform’s personalized asset generation capability saved 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.

“DecisionLink understood the value space in a visionary way, especially John Porter, DecisionLink’s Co-Founder and CTO, who understood our needs and how to translate them into reality”

— Chris Dowse, Global Senior Director, Value Insights

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“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.

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.

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

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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 2020. All Rights Reserved

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. The ability for ServiceNow’s partners to have value conversations and leverage ServiceNow’s value models, will ensure that the promise of delivering value to customers remains constant, even when an organization buys ServiceNow products from within the partner ecosystem.

CXO Value Perspective: To facilitate ServiceNow’s sellers to be able to communicate the business impact of using ServiceNow at the enterprise level, ServiceNow is developing a new Executive Value Perspective. With this, sellers will be able to:

• Benchmark a specific company against their industry peers in terms of enterprise level financial metrics as well as digital maturity on the platform

• Estimate the benefits from a full platform adoption of ServiceNow across the enterprise

• Be prescriptive and share the industry specific Process automation use cases that the industry leaders are achieving using ServiceNow

Marketing can attract and

engage customers

quickly

Sales can position high

and differentiate with compelling business cases

Value consultants can scale to meet sales

demand

Leadership can accelerate

growth by closing bigger

deals, faster

Customer success teams can track and prove value

achieved

Account managers can

improve renewal rates, growing share of wallet

Turn Value into an Enterprise-Wide, Strategic Asset

“I really think that there’s a bond between the two companies, and you can learn something on one side and can shift confidence on the other. That’s exactly what we’re trying to do with our customers in these value conversations and really inspire our internal salespeople as much as the customers to go as far as they can to create even more value.” — Chris Dowse, Global Senior Director, Value Insights