ServiceNow announces Partner Program Transformation


ServiceNow today announced a major partner program transformation to further partner growth and customer success. The multi-year vision is designed to support the $500 billion market opportunity for the Now Platform and associated partner services with a redesign of the company’s partner program that includes a new Partner Development Fund among other incentives and benefits.

ServiceNow’s expansive partner ecosystem is critical to helping joint customers realize the full value of the Now Platform. To help partners meet this demand, ServiceNow is investing in new initiatives to facilitate and expand partners’ expertise, differentiate their skills, and maximize 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. “Our reimagined Partner Program creates unbounded opportunity for partners to expand and collaborate with ServiceNow well beyond where we can go alone. We are investing in partner success, championing their expertise, and giving them flexibility to drive exponential value with our platform.”

Key elements of the new ServiceNow Partner Program include:

  • More flexibility to create value: ServiceNow is creating four new, distinct modules in which partners can choose to participate: Build, Consulting & Implementation, Resale, and Service Provider. Through these modules, partners will be able to better align with the unique roles and routes-to-market within the ServiceNow ecosystem.
  • New incentives to enable partner growth: ServiceNow is unveiling new partner incentives to maximize their investments and foster additional opportunities to demonstrate expertise and capabilities. All qualifying partners will now have access to a new Partner Development Fund, a co-funded investment program, as well as simplified discounts and rebates that will help to speed up growth and profitability.
  • Transforming the partner experience: ServiceNow is rolling out an updated partner experience and benefits tied to different partner modules and the unique contributions partners bring to the ecosystem. Key experience enhancements include: an improved partner portal making it easier for partners to work directly with ServiceNow, and an improved “partner finder” enabling customers to find the right partner to best suit their business needs by region, industry, or domain expertise.

The new ServiceNow Partner Program will be available for all partners beginning March 6, 2023.

The elements of the Partner Program were developed taking into account feedback from existing partners, who have already expressed their support for the transformation:

As part of the program evolution, Erica Volini will succeed David Parsons, who has led the ServiceNow alliances and channel ecosystem organization since 2018. Under his leadership, Parsons established ServiceNow’s global partner ecosystem as a source of unique differentiation and competitive advantage. Parsons will now lead a new and strategic ecosystem ventures function focused on accelerating growth with partners in targeted markets. ServiceNow looks forward to providing more information about that initiative in the next quarter.

“It has been my honor and privilege to lead our alliances and channel ecosystem organization for the past four years,” said David Parsons, senior vice president of ecosystem ventures at ServiceNow. “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.”


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