Opportunity Management
Summarize
Summary of Opportunity Management
The ServiceNow® Opportunity Management application empowers sales agents and account executives to analyze customer needs and generate targeted product recommendations for potential customers, known as qualified leads. An opportunity consolidates detailed information about a product or service aligned to customer needs, helping to advance sales conversations effectively.
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This application integrates with the Product Catalog and product configurator, allowing sales teams to access product offerings seamlessly while building opportunities.
Opportunity Management Interface
The interface is organized into multiple tabs, each facilitating different aspects of opportunity handling:
- Overview: Displays key deal data such as account details, sales stage, amount, AI-generated insights, probability scores, and guided selling actions including stage exit criteria and playbook activities.
- Details: Captures basic opportunity information.
- Catalog: Enables searching and adding product offerings to the opportunity.
- Needs: Lists need templates with product recommendations tailored for the opportunity.
- Line Items: Allows adding various line items related to the opportunity.
- Quotes: Facilitates creating quotes directly from opportunities.
- Contacts: Manages contacts associated with the opportunity.
- Team: Defines team members involved in the opportunity.
- Competitors: Records competitor information.
- Emails: Supports creating and sending emails to stakeholders.
- Allocations: Distributes sales credit among multiple contributors.
- Tasks: Creates tasks related to the opportunity.
- Meetings: Shows all meetings scheduled and linked to the opportunity.
- Touchpoints: Logs customer interactions such as calls and emails tied to the opportunity.
- Related Channel Partners: Links authorized or listed partner organizations, with different levels of access permissions.
Integration with Pricing
Opportunity Management integrates with the pricing engine to leverage default price lists and automatically calculate total and unit prices for product offerings within an opportunity.
This integration offers key benefits:
- Revenue Forecasting: Enables accurate evaluation of an opportunity's total value, aiding resource and budget planning.
- Deal Prioritization: Helps sales teams focus on opportunities with higher potential revenue and margins.
- Negotiation Enhancement: Provides real-time pricing insights to tailor offers that balance customer needs and profitability.
AI Capabilities Supporting Opportunity Management
- Opportunity Summary: Generates AI-synthesized summaries of opportunities by analyzing emails, touchpoints, deal stages, and line items, reducing the need to open multiple related records.
- Opportunity Scores and Insights: Offers AI-driven win probability scores and contextual insights to assess deal health, prioritize pipeline opportunities, and identify risks. Note that setting up this feature requires training the machine learning model on existing data.
- CRM Conversational Query: Allows users to interact with opportunity records using plain language commands through MCP clients, simplifying management tasks.
Next Steps for Customers
ServiceNow customers can explore additional resources for:
- Installing and configuring Opportunity Management
- Using Opportunity Management effectively
- Configuring and leveraging AI capabilities within Sales CRM
The ServiceNow® Opportunity Management application enables your sales agents and account executives to analyze customer needs and generate product recommendations for potential customers.
An opportunity in Sales Customer Relationship Management provides complete information about a product or service based on the needs of a customer (called a qualified lead). A lead for a product is the minimal information that a sales agent uses to advance the conversation with a potential customer and create an opportunity.
Opportunity Management interface
The Opportunity Management application is integrated with the Product Catalog and product configurator to help sales agents access product offerings to build opportunities. The Opportunity Management interface contains the following tabs:
| Tab | Description |
|---|---|
| Overview | Summary of key deal information including account, stage, amount, AI-generated opportunity insights and probability score, and guided selling actions such as stage exit criteria and playbook activities. |
| Details | Add basic information for the opportunity. |
| Catalog tab | Search for and add product offerings to your opportunity. |
| Needs | Lists the need templates that provide product recommendations for the opportunity. |
| Line Items | Add different line items to an opportunity. |
| Quotes | Create quotes directly from opportunities. |
| Contacts | Create opportunity associated contacts. |
| Team | Create opportunity team members. |
| Competitors | Record competitor information. |
| Emails | Create emails to send to the required stakeholders. |
| Allocations | Distribute sales credit across multiple contributors on a single opportunity. |
| Tasks | Create opportunity tasks. |
| Meetings | Related list of all meetings scheduled and associated with the opportunity. |
| Touchpoints | Related list of customer interaction records (calls, emails, engagement activities) logged against the opportunity. |
| Related Channel Partners | Add authorized service organizations or partner entities (for example, referral or influencer partners) linked to a customer opportunity. Related channel partners can be:
|
Integrating pricing in Opportunity Management
Opportunity Management integrates with the pricing engine to consume the default price list and displays the total price and unit price of product offerings in your opportunity.
Based on the prices of product offerings (POs) that are added to the opportunity, the total price values are auto-calculated. For more information, see Add and view the details of an opportunity and Add line items to an opportunity.
- Revenue forecasting: The pricing engine helps agents evaluate an opportunity's total worth by computing the combined prices of each offering included, which in turn helps teams to strategize resource or budget allocation for deals.
- Deal prioritization: By analyzing the potential revenue of each opportunity, your sales team can focus on the deals based on their financial impact. For example, teams can focus on deals with higher potential revenue and higher margins.
- Negotiation enhancement: The pricing engine gives your sales team real-time pricing insights, which enhances the negotiation process by enabling your sales team to tailor offers that meet customer needs while maintaining profitability.
To learn more about pricing, see Pricing Management.
AI capabilities that support Opportunity Management
- Opportunity summary
- Generate an AI summary for an opportunity record that enables you to get synthesized information from emails, touchpoints, deal stage, line items, and more without opening every related activity, contact, or deal record. For more information, see Summarize an opportunity using ServiceNow Otto for Sales Automation.
- Opportunity scores and insights
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Review AI-generated win probability scores and contextual insights for an opportunity to assess deal health and its probability to close. Use this to prioritize pipeline opportunities and identify risks. For more information, see .
Because opportunity scoring (Probability to Close) uses Predictive Intelligence and machine learning, you must train the ML model on the existing data. For more information, see Set up ML-based opportunity scoring and insights.
- CRM conversational query
- Ask questions and issue commands to work on an opportunity in plain language using an MCP client such as Claude Desktop. For more information, see CRM conversational query and Manage opportunity records using an MCP client.