Demand Management - what to capture/how to route?

[Tom Sienkiewicz]

Hi Everyone,

are there any best practices in term of what objects should be ideally captured when raising a demand, and how do you ensure the demand gets assigned to the appropriate team/person that should manage it?

OOTB, on the demand form there is Capabilities and Business Apps.

Do you expose/populate Service/Service Offering on a Demand as well?

What about Product? 

How do you typically route demands to the right people? Does it happen manually by some central team that triages all demands, or do you have some "demand teams" automatically assigned, based on any of the above objects (similar to e.g. Support Teams for a Service Offering)?

One other question re. SPW - whenever I update a Planning Item Demand there e.g. specify a Product, this does not get reflected on the underlying Demand (Model ID / Product fields stay empty). Is this intended or something not working in my PDI (I thought there should be a sync between Demand and planning item demand)?

Many thanks!

[MaxMixali]

Hello i hope that can help

are there any best practices in term of what objects should be ideally captured when raising a demand, and how do you ensure the demand gets assigned to the appropriate team/person that should manage it?

OOTB, on the demand form there is Capabilities and Business Apps.

Do you expose/populate Service/Service Offering on a Demand as well?

What about Product? 

How do you typically route demands to the right people? Does it happen manually by some central team that triages all demands, or do you have some "demand teams" automatically assigned, based on any of the above objects (similar to e.g. Support Teams for a Service Offering)?

One other question re. SPW - whenever I update a Planning Item Demand there e.g. specify a Product, this does not get reflected on the underlying Demand (Model ID / Product fields stay empty). Is this intended or something not working in my PDI (I thought there should be a sync between Demand and planning item demand)?

best practice you usually expose:

Business Application Yes

Business Capability Yes (mandatory in mature setups)

Service / Service Offering Yes

Product Yes 

Application Service (CMDB) Optional but useful

Additional notes:

Basic/Immature Org

Demand raised → central PMO or intake team triages + assigns manually.

Intermediate Org

Routing based on:

•Business Application → Application Owner

•Service Offering → Service Owner / Support Team

•Product → Product Manager

This is the most common production model.

Advanced Org (CSDM-aligned)

Automatic assignment using:

•service_offering.support_group

•application.business_owner / application_support_group

•product.product_owner / product_team

•capability.owner

The system determines which owner “wins” based on prioritization logic (custom).

⸻

Recommended assignment/routing model (real-world)

1.If Demand is linked to Product → Route to Product Owner

2.Else if linked to Business Application → Route to Application Owner / App Support Group

3.Else if linked to Service Offering → Route to Service Owner / Offering Support Team

4.Else if linked to Business Capability → Route to Capability Owner

5.Else → Intake Team

This structure mirrors:

•SPM/ITBM Demand best practices

•CSDM 4.0 service & product alignment

•ServiceNow’s own internal implementation

If you find this answer useful, please mark it as solution accepted/helpful

Massimiliano Micali

[M Iftikhar]

Hi @Tom Sienkiewicz,

You can use the Now Create – Demand Management Workshop Presentation as the reference point here. It outlines the baseline demand process and recommended configuration.

If my response helped, please mark it as the accepted solution so others can benefit as well.