Empowering Businesses with ServiceNow’s Sales Order Management (SOM): A Game-Changer in Efficiency

[AdamAguir]

This week, we had the privilege of hosting Anandan Jayaraman (AJ), VP for ServiceNow SOM, and Janani Jayaraman , Director on the SOM Product Management team. AJ traveled from Santa Clara, and Janani came from India, both visiting Switzerland to connect with our strategic customers and lead impactful internal sessions. Their dedication to customer insights and product evolution reflects ServiceNow’s unwavering commitment to excellence. Having worked in leading software companies, I am excited to share how ServiceNow’s SOM approach is setting a new standard in the world of enterprise software.

The Power of a Unified Platform: SOM on ServiceNow’s Now Platform

One of the things that make ServiceNow stand out is its unified platform approach. SOM is built on our strong, reliable Now Platform, which seamlessly integrates with other industry-leading modules like Customer Service Management, Field Service Management, App Engine (low-code/no-code), and Source-to-Pay. This interconnected ecosystem isn’t just a system of record; it’s a System of Action. The result? Our customers can streamline complex processes across departments, achieving unparalleled efficiency in sales operations.

As I shared with our customer, SOM’s strength lies in its pragmatism—it’s designed to work smoothly within each customer’s legacy system. This adaptability doesn’t just simplify implementation; it elevates their operational efficiency, allowing them to keep up with an ever-changing business landscape.

SOM’s Playbook Functionality: Enhancing Sales and Service with Guided Workflows

A core feature in ServiceNow's Customer Service Management (CSM), the playbook functionality is designed to guide employees step-by-step through complex processes, adapting dynamically to customer-specific needs. While initially built to streamline customer service tasks, this feature offers significant value when applied to sales processes as well, providing an intuitive, structured path for managing every step of the sales journey.

For instance, an employee managing a customer order can rely on the playbook to guide them from order creation through approval workflows, ensuring all steps align with the customer’s unique requirements. By breaking down the process into clear, actionable tasks, the playbook not only helps sales and service teams follow best practices but also enhances consistency across interactions, making it easier for employees to deliver high-quality customer experiences. This feature is a game-changer for sales teams looking to optimize customer engagement, reduce friction in workflows, and support informed decision-making throughout the sales cycle.

High-Value Collaboration: A Workshop Experience with Product Management

A true highlight this week was the in-depth workshop we held with a customer in Geneva, where our Product Management team’s presence brought tremendous value to the discussion. With Anandan and Janani in the room, we moved beyond a standard meeting into an engaging workshop. The customer was able to share their needs, vision, and strategic objectives, allowing our team to respond in real-time with insights on how SOM already aligns with their goals.

More than that, AJ and Janani provided a glimpse into the future of SOM by sharing roadmap capabilities and discussing how ServiceNow envisions the evolution of the product. This dialogue at such a strategic level was not only exciting but invaluable, showcasing ServiceNow’s commitment to customer success. Our Product Management sessions are always intense and transformative, and this one was no exception—marking a meaningful step forward in our customer journey.

Why SOM Stands Out: World-Class Capabilities Tailored for Enterprise Needs

ServiceNow’s SOM is tailored with powerful, mature functionalities that cover the entire sales lifecycle, from lead generation to CPQ (Configure Price Quote) and order management. Many solutions on the market offer parts of these capabilities, but few can deliver a comprehensive suite designed specifically for large enterprises. SOM addresses real business needs by empowering teams with tools that unify the sales process, reduce friction, and create a seamless experience from lead to delivery.

I emphasized this to our customer in Geneva: SOM isn’t theoretical. It’s made to perform in real life, with the customer’s business in mind. Our customers see SOM as a solution that adapts to their needs, empowering them to control and manage their operations better. This adaptability is something many enterprises struggle to find in traditional solutions.

A Thriving Ecosystem: ServiceNow’s Strategic Vision in Business Applications

ServiceNow is one of the fastest-growing software companies in the business applications space. Our growth is fueled by a vision to deliver products that enhance productivity and adapt to the evolving needs of our customers. ServiceNow’s strategic approach to product development is rooted in enabling efficiency through powerful, integrated tools that meet the demands of today’s business environment.

Customer-Centric Innovation: Building SOM with Feedback at Its Core

The Geneva workshop was more than just a meeting—it was a forum for direct feedback, a true goldmine of insights. Hearing our customer’s experiences and challenges firsthand empowers ServiceNow to continuously refine SOM, ensuring it’s built to support real-world applications. For us, customer input isn’t just valuable—it’s foundational. This workshop proved once again how crucial customer feedback is in shaping our roadmap and enhancing the impact of our solutions.

Future-Proof Your Business with ServiceNow SOM: A Strategic Investment

ServiceNow’s SOM isn’t just another tool; it’s a strategic asset designed to bring control, visibility, and value. Built on the robust Now Platform, SOM provides a seamless workflow solution that helps businesses operate more efficiently and grow faster. Our platform’s adaptability means businesses can transform without overhauling their existing systems, making ServiceNow an ideal investment for companies looking to future-proof their operations.

As a fast-growing leader in the business applications market, ServiceNow is uniquely positioned to deliver solutions that go beyond traditional boundaries, thanks to our strong foundation and continuous innovation. With SOM, we empower organizations to streamline their sales and operations processes, ultimately driving growth, efficiency, and customer satisfaction.