Assign user roles in Sales Customer Relationship Management applications

  • Release version: Yokohama
  • Updated January 30, 2025
  • 5 minutes to read
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    Summary of Assign user roles in Sales Customer Relationship Management applications

    Sales Customer Relationship Management (Sales CRM) applications use roles to control user access to features, data security, and define the work users perform within the organization. Roles enable ServiceNow customers to manage permissions for various Sales CRM functions such as Product Catalog Management, Pricing Management, Lead Management, Opportunity Management, Quote Management, Sales Agreement Management, and Order Management.

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    Roles are assigned to users and groups via the ServiceNow AI Platform user administration. This ensures the right level of access and capabilities are granted according to job responsibilities.

    Key Roles and Their Functions

    • Lead Management Roles: Include Lead Agent (full CRUD on leads), Sales Agent, Sales Operations Specialist (process configuration), Lead Viewer (product catalog viewing), and Lead Writer (read access to lead data).
    • Opportunity Management Roles: Include Sales Agent (manage opportunities), Sales Manager (review and assign opportunities), Sales Operations Specialist, and granular viewer/writer roles for sales cycles and stages.
    • Quote Management Roles: Enable Sales Agents to manage quotes, Sales Managers to assign quotes, and Sales Operations Specialists to configure sales processes.
    • Sales Agreement Management Roles: Roles for viewing and editing sales agreements and related data, including Sales Agent, Sales Manager, Data Viewer, and Writers.
    • Product Catalog Management Roles: Include Product Catalog Manager and Admin (full create/read/update/delete access, import/export capabilities), and Viewer (read-only).
    • Pricing Management Roles: Cover Price List Admin, Manager, Writer, and Viewer roles with varied access to pricing entities; some roles include rights to export/import data and manage pricing properties.
    • Order Management Roles:
      • Order Fulfillment: Manager (view/edit orders and approval), Agent (view and perform fulfillment tasks), Approver (approve orders), and Viewer (read-only access).
      • Service Order Management: Service Order Manager (approve and manage service orders), Service Order Agent (execute tasks).
      • Fallout Management: Fallout Manager (create and manage fallout records), Fallout Agent (view and update fallout states).

    Practical Considerations for ServiceNow Customers

    • Assign roles carefully to align with organizational responsibilities, ensuring proper access to features and data security.
    • Use granular roles to finely control access to specific entities like product catalogs, pricing, and sales cycles.
    • Be aware that some roles (e.g., Order Approver and Order Viewer) are part of Business Stakeholder role bundles that may have associated costs; confirm entitlements before assignment.
    • Role assignments are managed through the ServiceNow AI Platform user administration, supporting both individual users and groups.

    By understanding and assigning these roles appropriately, ServiceNow customers can optimize their Sales CRM deployment for security, efficiency, and accurate role-based access control.

    The Sales Customer Relationship Management (Sales CRM) applications use roles to control access to features and capabilities. Roles also determine access to information for data security, identify users, and define the work that users perform in your organization.

    Overview of roles

    Roles define the functions available to users of the Sales CRM applications, including:
    • Product Catalog Management
    • Pricing Management
    • Lead Management
    • Opportunity Management
    • Quote Management
    • Sales Agreement Management
    • Order Management
    Assign roles to users and groups by using the ServiceNow AI Platform user administration feature.

    Lead Management roles

    The roles in the following table apply to Lead Management.
    Role Description
    Lead Agent [sn_customerservice.csm_workspace_user] Identifies, nurtures, and converts leads into opportunities. Creates, reads, updates, and deletes leads. Has access to CSM Workspace. I
    Sales Agent [sn_sales_common.sales_manager] Role that has access to CSM and lead entities.
    Sales Operations Specialist [sn_sales_common.sales_ops_specialist] Enhances efficiency and accuracy in sales operations. Read access to lead entities. Configures sales processes in an organization.
    Lead Viewer [sn_prd_pm.product_catalog_viewer] [sn_csm_ctxrul_mgt.context_variable_viewer][sn_csm_ctxrul_mgt.rule_matrix_viewer] Granular role that has access to view product catalog entities such as product offerings.
    Lead Writer Read access to all lead tables such as header and line items.

    Opportunity Management roles

    The roles in the following table apply to Opportunity Management. To learn more about these roles, see Opportunity Management.
    Role Description
    Sales Agent [sn_sales_common.sales_agent] Identifies, nurtures, and converts opportunities into successful sales. Creates, reads, and updates opportunities.
    Sales Manager [sn_sales_common.sales_manager] Reviews open opportunities and assigns them to sales agents. Creates, reads, and updates opportunities.
    Sales Operations Specialist [sn_sales_common.sales_ops_specialist] Enhances efficiency and accuracy in sales operations. Configures sales processes in an organization.
    sn_opty_mgmt_core.opportunity_setup_viewer Granular role that has access to sale cycle and stages.
    sn_opty_mgmt_core.opportunity_setup_writer Granular role that has access to sales cycle and stages.
    sn_opty_mgmt_core.opportunity_viewer Read access to all opportunity tables such as header and line items.
    sn_opty_mgmt_core.opportunity_writer Read access to all opportunity tables such as header and line items.

    Quote Management roles

    The roles in the following table apply to Quote Management.
    Role Description
    Sales Agent [sn_sales_common.sales_agent] Identifies, nurtures, and converts quotes into successful sales.
    Sales Manager [sn_sales_common.sales_manager] Assigns quotes to sales agents or sales teams.
    Sales Operation Specialist [sn_sales_common.sales_ops_specialist] Enhances efficiency and accuracy in sales operations. Configures sales processes in sales operations.

    Sales Agreement Management roles

    Role Description

    Sales Agent, Sales Manager, Data Viewer

    sn_sales_agmt_core.sales_agreement_viewer

    Read operations on sales agreements, sales agreement lines, and related data such as characteristics, price lists, and other tables.

    Sales Agent, Sales Manager

    sn_sales_agmt_core.sales_agreement_writer

    Create, read, and update operations on sales agreements and sales agreement lines.

    Product Catalog Management roles

    The roles in the following table apply to Product Catalog Management.
    Role Description
    Product Catalog Manager [sn_prd_pm.product-catalog_manager] Create, read, update, and delete product, service, and resource specifications.
    Product Catalog Admin [sn_prd_pm.product-catalog_admin] Create, read, update, and delete product, service, resource specifications, characteristics, and characteristic options. Can also export and import catalog entities and set up any catalog-related system properties.
    Product Catalog Viewer [sn_prd_pm.product-catalog_viewer] Read access to product, service, resource specifications, characteristics, and characteristic options.

    Pricing Management roles

    The roles in the following table apply to Pricing Management.

    Role Description
    Price List Admin [sn_csm_pricing_pricelist_administrator] Create, update, and read pricing entities. Can also export and import pricing entities, set up or edit pricing-related system properties, and view transaction logs.
    Price List Manager [sn_csm_pricing_pricelist_manager] Create, update, and read pricing entities.
    Price List Writer [sn_csm_pricing.pricelist_writer] Granular role that has read, write, and delete access to pricing entities. To delete a pricing entity such as a price list or cost book, the pricing entity must be in Draft state.
    Sales Agreement Price List Writer [sales_agreement_pricelist_writer] Granular role that has read and create access to pricing entities. Create access is granted only through back-end workflows. Write access only for Sales Agreement price lists. Inherited within Sales Agreement Writer role.
    Price List Viewer [sn_csm_pricing.pricelist_viewer] Granular role that has read access to pricing entities such as price lists, price list lines, cost books, and cost book lines.

    Order Management roles

    Order Management uses the roles in the following tables to control and manage access to the application features for Order Management, Service Order Management, and Fallout Management.

    Table 1. Order Management roles
    Role Description
    Order Fulfillment Manager [sn_ind_tmt_orm.order_fulfillment_manager] View and edit access to product orders, product order tasks, service orders, and resource orders. Fulfillment managers with this role can view, but not edit, order fallout records.

    The Order Fulfillment Manager receives orders, reviews order line items, checks that orders are ready for fulfillment, and then approves them.

    Order Fulfillment Agent [sn_ind_tmt_orm.order-fulfillment_agent] View access to product orders, product order tasks, service orders, and resource orders.

    Agents with this role can also view, but not edit, order fallout records, but they can edit some fields on the product order tasks. After the Order Fulfillment Manager approves an order, the agent performs these fulfillment tasks. This role also includes the Order Viewer [order_view] role.

    Order Approver [order_approver] View access to customer orders and product catalog data. Users with this role can approve customer orders but can't create, update, or delete an order like an Order Fulfillment Manager or Order Fulfillment Agent would do. This role also includes the Order Viewer [order_view] role.
    Order Viewer [order_viewer] View access to customer orders, product orders, product order tasks, service orders, and resource orders.

    You should also grant an order viewer with the sn_prd_pm.product_catalog_viewer role to access the product catalog data.

    Note:
    The order approver and order viewer roles are included in the Order Management Business Stakeholder role, which has a fee associated with it. Don’t assign these roles to users without confirming that your organization has the appropriate entitlement. To learn more, see Activate Business Stakeholder.
    Fulfillment Viewer [sn_ind_tmt_orm.fulfillment_viewer] Granular role that has read access to fulfillment tables: order tasks, domain orders, product orders, resource orders, and service orders.
    Fulfillment Writer [sn_ind_tmt_orm.fulfillment_ writer] Granular role that has read and write access to fulfillment tables: order tasks, domain orders, product orders, resource orders, and service orders. This role includes the Fulfillment Viewer [sn_ind_tmt_orm.fulfillment_viewer] role.
    Table 2. Service Order Management roles
    Role Description
    Service Order Manager [sn_ind_tmt_orm.service_order_manager] View and edit service order requests, service orders, resource orders, and related fulfillment tasks. A manager with this role can also view, but not edit, order fallout records.

    The Service Order Manager can review external service order requests, review service order line items, checks that service orders are ready for fulfillment, and then approve them.

    Service Order Agent [sn_ind_tmt_orm.service_order_agent] View access to service order requests, service orders, resource orders, and related fulfillment tasks. Service Order Agents can edit some fields on the service order tasks. After the Service Order Fulfillment Manager approves a service order, the agent performs these tasks. This role also includes the Order Viewer [order_view] role.
    Table 3. Fallout Management roles
    Role Description
    Fallout Manager [sn_fallout_mgmt.fallout_manager]

    Create, view, assign, and edit fallout records. Managers with this role can also view order tasks and domain orders.

    Fallout Agent [sn_fallout_mgmt.fallout_agent]

    View fallout records. Agents with this role can also update the state of fallout records and create work notes on them.