Data models

CRM architecture

The CRM portfolio is organized into four tiers.

Architecture that shows the Now platform as the bottom layer, with CRM foundation components, Customer Workflows, and Industry Workflows. — Figure 1. CRM product architecture

At the base, the Now Platform provides the core tables, AI capabilities, and engines that every ServiceNow product inherits. Above that, the CRM Foundation defines the shared data objects (Customer, Organization, Territory, Product, and Pricing) along with shared engines and the transactional objects (Opportunity, Quote, Order, Install Base, Contract, Case, Work Order) that all CRM products use. The Customer Workflows tier delivers the three core CRM products at the same level: Sales CRM, Customer Service Management (CSM), and Field Service Management (FSM). At the top, Industry Workflows provide preconfigured solutions for verticals including Telecom, Technology, Financial Services, Public Sector, Healthcare, Retail, and Manufacturing.

Sales CRM, CSM, and FSM are not separate systems sharing data through integrations. They are three products built on the same CRM Foundation and platform data model. A company record, a person record, a product, a contract, each exists once in the CRM Foundation and is used by all three products and every industry solution above them.

Layer 1: Now Platform base

Every ServiceNow product is built on the same core tables. These base objects are not replicated per product; they are inherited. When a Case is created in CSM, it extends the same Task record that an ITSM Incident extends. When an Order is created in Sales CRM or a Work Order in FSM, both extend the same Task record. The same holds for person records, company records, and SLA logic. This layer also includes Predictive AI and GenAI capabilities.

Table 1. Now Platform base
Platform object	Table name	What it does
Task	sn_task	Master table for all transactional records. Cases, Incidents, Work Orders, and Orders all extend Task, inheriting state, priority, assignment, and SLA fields.
User	sys_user	Single person record shared across all products. CSM Contacts, Sales CRM Leads, ITSM Agents, and HR Employees all reference this table. No duplicates.
Company	core_company	Base organization record. CSM Account and Sales CRM Account both extend this table. One company record used across all modules.
CMDB/CI	cmdb_ci	Configuration Management Database. Install Base Items reference configuration items (CI) here, linking customer product deployments to IT infrastructure.
SLA engine	contract_sla	Platform-level SLA engine shared by CSM Entitlements and Sales CRM Contracts. Provides consistent SLA behavior across Cases, Orders, and Work Orders.

Layer 2: CRM Foundation

The CRM Foundation is the shared data layer that all three Customer Workflow products build on. It contains the core data objects that define customers, products, and service commitments, along with the transactional objects that Sales CRM, CSM, and FSM operate on. These objects are created once and consumed by all three products without duplication.

Table 2. CRM foundation data objects
Foundation object	Table name	What it does
Account	customer_account	Extends core_company. Central hub for contacts, cases, contracts, and opportunities. Shared across Sales CRM, CSM, and FSM.
Contact	customer_contact	Extends sys_user. Represents a person at a customer account. Used for case routing in CSM, opportunity contacts in Sales CRM, and site contacts in FSM.
Consumer	csm_consumer	Extends sys_user. Represents an individual customer in a B2C model. Interacts directly through self-service portals or assisted service channels.
Household	csm_household	Groups consumers who share an address and common products or services. Supports a designated head of household with visibility into cases and account information for all members.
Product Model	cmdb_model	Defines a product or service template. Sales CRM extends it with pricing through Product Offerings; CSM references it for case context.
Sold Product	sold_product	Tracks a product or service sold to an account or consumer. Created by Sales CRM on order fulfillment; referenced by CSM cases and FSM work orders.
Install Base Item	alm_asset	Specific deployed instance with serial number. References a CMDB CI. Visible to agents in CSM and technicians in FSM.
Contract	ast_contract	Defines the type of support a customer receives. Created during the sales motion in Sales CRM; verified by CSM on every case to confirm support terms.
Entitlement	entitlement	Defines SLA tiers, support hours, and covered channels. Set by Sales CRM during the sales motion; auto-verified by CSM when an agent opens a case.

Note:

The products listed in the "What it does" column highlight the primary Customer Workflow products (Sales CRM, CSM, FSM) that operate on each foundation object. Industry Workflows such as Telecom, Technology, Financial Services, Public Sector, Healthcare, Retail, and Manufacturing also inherit and use these same foundation objects through the Customer Workflow products they build on.

Table 3. CRM foundation engines
Engine/capability	What it does
Product Configuration Engine	Manages product bundles, compatibility rules, and configuration options. Primary consumer is Sales CRM during quoting and ordering Also used by CSM during sold-product modification flows and by Industry workflows that extend Sales CRM with vertical-specific configuration logic.
Pricing Engine	Applies pricing rules, discounts, and rate calculations to Product Offerings. Primary consumer is Sales CRM during the quote and order process. Also invoked by CSM modification flows and industry workflows that price quotes and orders.
Scheduling Optimization	Optimizes technician scheduling and dispatch in FSM based on location, skills, availability, and SLA requirements. Primary consumer is FSM and is also used by Industry workflows with field operations such as Telecom and Healthcare.

Customer entities by business model

The CRM Foundation customer entities are organized into two categories: organization entities that represent companies and groupings, and individual entities that represent people. Which entities are used depends on the business model. B2B implementations use accounts and contacts. B2C implementations use consumers and households. B2B2C implementations combine both, adding account consumers to support business customers who serve end consumers. A single deployment can support all three models simultaneously.

Table 4. Customer entities and business models
Entity type	B2B entities	B2C entities	B2B2C entities
Organization entities	Account (customer_account), Partner Account (customer_account)	Household (csm_household)	Account + Household
Individual entities	Contact (customer_contact), Partner Contact (customer_contact)	Consumer (csm_consumer), Household Member (csm_consumer)	Contact + Account Consumer (csm_consumer)

Layer 3: Customer Workflows (Sales CRM, CSM, and FSM)

The Customer Workflows tier contains the three core CRM products at the same level: Sales CRM, CSM, and FSM. Each product operates on the shared CRM Foundation objects and adds its own product-specific objects. A record created in one product is immediately available to the others.

Customer Service Management (CSM)

CSM answers three questions for every service interaction: Who is the customer? What do they own? What are they entitled to? CSM uses the shared CRM Foundation objects to answer these questions. Case is the CSM-specific object that ties them together.

Table 5. CSM-specific objects
CSM object	Table name	What it does
Case	sn_customerservice_case	Extends Task. Central record for every service interaction. Connects Who (Account/Contact/Consumer) + What (Product/Asset) + What’s Owed (Contract/Entitlement). Supports omnichannel intake.

Sales CRM

Sales CRM adds the full sales motion on top of the CRM Foundation, from Lead through Opportunity, Quote, Order, and Fulfillment. After fulfillment, the shared CRM Foundation objects take over. Sold Products, Contracts, and Entitlements are immediately available to CSM and FSM with no handoff required.

Table 6. Sales CRM-specific objects
Sales CRM object	Table name	What it does	Stage
Lead	lead	Prospective customer. Converts to Opportunity + Account/Contact on qualification.	Prospect
Opportunity	opportunity	Potential deal linked to an Account. Tracks sales stage; one-to-one with a Quote.	Qualify
Product Offering	product_offering	Extends Product Model with pricing rules, bundles, and compatibility rules.	Configure
Quote (CPQ)	quote	Priced proposal generated by the CPQ configurator. Applies pricing rules and bundles in real time	Price
Order	sn_order_mgmt_order	Confirmed purchase. Extends platform Task and triggers downstream fulfillment workflows.	Order
Fulfillment Task	sc_task	Extends platform Task. Represents individual work steps executed during order fulfillment.	Fulfill

Field Service Management (FSM)

FSM adds field operations capabilities on top of the CRM Foundation. Work Order is the FSM-specific object. FSM consumes shared Account, Contact, Install Base Item, Contract, and Entitlement records, so technicians arrive with the same customer context that agents and sales teams see. Scheduling Optimization from the CRM Foundation handles technician routing and dispatch.

Table 7. FSM-specific objects
FSM object	Table name	What it does
Work order	wm_order	Extends Task. Represents a field service job dispatched to a technician. References the same account, contact, install base, and entitlement records from the CRM Foundation.

Layer 4: Industry Workflows

The top tier provides preconfigured solutions for Telecom, Technology, Financial Services, Public Sector, Healthcare, Retail, and Manufacturing. Each industry solution extends the CRM data model with domain-specific entities, such as subscriber records for telecom, policy records for financial services, or patient records for healthcare, while inheriting every shared object and engine from the layers below.

Industry Workflows build on top of the CRM Foundation and Customer Workflows; they do not replace them. A telecom agent still works with the same Case, Account, Contact, and Entitlement objects that any CSM agent uses, but the workspace, playbooks, and data model extensions are preconfigured for telecommunications workflows. Organizations can deploy an industry solution as a starting point and modify it as requirements evolve.

How the layers connect

The connection between Sales CRM and CSM is structural, not technical. Because both layers share the same underlying records, completing an order in Sales CRM immediately updates what CSM sees. There is no batch sync, no middleware, no delay.

Order fulfillment in SOSales CRMM creates a Sold Product and Install Base Item in the CSM layer, available immediately for case handling.
Contracts and Entitlements set during the sales motion are auto-verified when a CSM agent opens a Case. No manual lookup.
Account, Contact, and Product Model records are written once and read by both layers. Changes are reflected everywhere instantly.
FSM work orders reference the same account, contact, and install base records, so technicians see the same customer context as agents and sales teams.

This structural connection is what makes the sell, fulfill, and service story coherent. It is not a workflow between systems, it is a single data model with multiple operational views.