--- sourceDocument: Australia Sales Customer Relationship Management sourceDocumentLink: https://www.servicenow.com/docs/r/order-management Release : - australia ft:locale : - en-US ft:publication_title : - Australia Sales Customer Relationship Management ft:clusterId : - omgmt bundleId : - omgmt workflow : - Customer and Industry --- # Explore # Exploring Sales Customer Relationship Management {#ariaid-title1} Release version: Australia Updated March 12, 2026 ![](https://www.servicenow.com/docs/portal-asset/ico-clock) 4 minutes to read Summarize ![AI sparkle icon](https://servicenow.com/docs/portal-asset/ai-sparkle-icon) Summarized using AI This content was generated using new OpenAI-powered functionality. Results are provided on an as is basis and are not guaranteed to be accurate or complete. ## Summary of Exploring Sales Customer Relationship Management Sales Customer Relationship Management (Sales CRM) in ServiceNow enables organizations to manage the entire product sales lifecycle---from pre-sales engagement through order capture, fulfillment, invoicing, and post-sales activities such as order changes and contract renewals. It integrates front, middle, and back-office teams on a single platform, streamlining processes and enhancing collaboration across sales and operational roles. Show full answer Show less ## Key Features * **Sales Automation:** Manage leads, customer engagement sequences, buying groups, opportunities, sales forecasting, territory management, and activity tracking to improve sales pipeline visibility and execution. * **Configure, Price, Quote (CPQ):** Simplify product configuration and pricing with intelligent recommendations, pricing controls, quote management, advanced approval workflows, and contract and entitlement administration. * **Order Management:** Capture and fulfill product and service orders efficiently, providing a seamless ordering experience. * **Order Operations:** Handle order and invoice case management, lead-to-cash process oversight, and return merchandise authorization workflows to support order lifecycle management. * **Post-Sales Engagement:** Manage customer lifecycle workflows including product move, add, change, and disconnect operations. * **Partner Relationship Management:** Engage and manage channel partners to expand sales reach and improve business growth. * **Lead-to-Cash Foundation:** Maintain product catalogs and configure organizational workflows and metadata to support all Sales CRM entities. * **Business Portal:** Enable B2B customers to self-service order creation, management, and issue submission through a dedicated portal. ## Key Outcomes By leveraging Sales CRM, ServiceNow customers can expect improved sales and order process efficiency, enhanced agent productivity, faster order fulfillment, and accelerated revenue growth. The unified platform supports comprehensive sales lifecycle management, enabling better coordination among sales agents, operations, finance, legal teams, and partners. ## Next Steps Customers can explore configuring Sales CRM applications, utilize sales automation and order management features, and access additional apps via the ServiceNow Store to extend functionality and tailor the system to their organizational needs. Whether you're starting or expanding a Sales Customer Relationship Management (Sales CRM) implementation, learn more about its available applications and workflows. These support pre-sales engagement, order capture and fulfillment, order to cash operations, and post-sales activities. ## Overview of Sales CRM {#som-exploring__section_kwt_4bz_hnb} The Sales CRM applications enable you to manage the product sales life cycle in your organization. This includes pre-sales leads and opportunities, sales quote generation, order capture, order fulfillment, order and invoice cases, and post-sales order changes and contract renewals. To support the product sales life cycle, Sales CRM provides the following features and applications. Figure 1. Sales CRM high-level workflow ## Benefits {#som-exploring__section_zrk_v22_knb} With the Sales CRM applications, your organization can improve sales and order processes as well as agent productivity by managing the lead to renewal life cycle on one platform. The applications fuse front, middle, and back-office teams with one system of engagement and action. By connecting existing applications and adding ServiceNow workflows, Sales CRM helps increase organizational efficiency, speed order fulfillment, and both accelerate and boost revenue. {#som-exploring__table_lrg_lmc_kvb__entry__3} | Benefits | Application or key feature | Persona | |-|-|-| | Create and manage leads for potential customers and product sales. | [Lead Management](https://www.servicenow.com/docs/nM7p9AzB1XOJQgtVIA1JDQ "The Lead Management application enables your sales agents and sales development representatives to create leads and nurture them into opportunities.") | Sales agent and account executive | | Create automated and manual activities to engage with leads and customers at every stage of their relationship with your business. | [Customer Engagement Sequences](https://www.servicenow.com/docs/XZMXp2EgnEvWK_7wD1b8mg "Customer Engagement Sequences is a playbook that consists of a series of automated and manual activities that can be set up to engage with leads and customers at every stage of their relationship with your business​ through various channels.") | Sales agent, sales operations team, sequences admin | | Unify customer stakeholders across an account by representing all roles involved in a product‑family purchase and persisting before, during, and after an opportunity. | [Buying Group](https://www.servicenow.com/docs/JDSkRbTS8wv2j8GutVT5Ow "Buying Group represents the customer stakeholders within an account involved in a purchase decision for a product offering family, supporting multiple roles and persisting before, during, and after an opportunity.") | Sales agents, account executives, sales development representatives, sales managers | | Create pre-sales opportunities that identify and track potential sales based on customer needs. | [Opportunity Management](https://www.servicenow.com/docs/3CKu_fWwRYC8ZxOAnU~6xw "The ServiceNow Opportunity Management application enables your sales agents and account executives to analyze customer needs and generate product recommendations for potential customers.") | Sales agent and account executive | | Project your future sales volumes and revenue based on data from opportunities. | [Sales Forecasting](https://www.servicenow.com/docs/B7CZBPBVw_tNy1ksBh6gkQ "Project your future sales and revenue based on data from opportunities, historical performance, and pipeline analysis using Sales Forecasting. With this application, sales managers can allocate resources effectively, receive constructive feedback, and forecast sales with precision to make informed decisions.") | Sales manager and sales representative | | Organize sales efforts by territory. Divide CRM entities such as accounts, leads, opportunities, and consumers into manageable segments to promote efficient coverage and accountability. | [Sales Territory Management​](https://www.servicenow.com/docs/6qn18RTk50PL5QvYs_r4Aw "Sales territory management enables you to structure and optimize the sales efforts of your organization based on territories. It focuses on dividing CRM entities, such as accounts, leads, opportunities, and consumers, into manageable segments (geographical, product, or industry-based) to promote efficient coverage and accountability.") | Sales territory administrator and manager | | Streamline customer interactions by enabling teams to plan, execute, capture, and track engagement across channels and key touchpoints throughout the customer lifecycle. | [Activity Management](https://www.servicenow.com/docs/P5pJ2TcE1Frtlnt1ViX2gA "Activity Management helps customer-focused teams plan, execute, capture, and track customer interactions across multiple channels throughout the customer life cycle. These interactions include emails, meetings, calls, and key customer touchpoints such as discovery, product demos.") | Sales agents, account executives, sales development representatives, sales leadership | [Table 1. Sales automation] {#som-exploring__table_lrg_lmc_kvb} {#som-exploring__table_jvv_ndk_nhc__entry__3} | Benefits | Application or key feature | Persona | |-|-|-| | Streamline the process of configuring and pricing customizable products that are added to Sales Customer Relationship Management transactions. | [CPQ Configurator](https://www.servicenow.com/docs/qFC6Iol0QanYkUi4wbZ0OQ "The ServiceNow CPQ Configurator interface streamlines the process of configuring and pricing customizable products that are added to Sales Customer Relationship Management transactions.") | Sales and order agent, admin to set up | | Quickly configure and price opportunities, quotes, and orders for simple and complex product offers. | [Configurator](https://www.servicenow.com/docs/llsLBT1dlthiEJHp0tD1gw "The Configurator is a user interface that is embedded in various Sales Customer Relationship Management applications, such as the Opportunity, Quote, and Order Management applications, enabling agents to configure complex products or services dynamically according to customer requirements.") | Sales and order agent, admin to set up | | Get intelligent recommendations for products to offer to customers based on their preferences and purchase history during the quote process. | [Product Offering Recommendations](https://www.servicenow.com/docs/vnNvd2nJ1jge5Fhw968RsQ "As a product catalog admin or manager, you can create product offering recommendations that agents can use to upsell or cross-sell additional products in quotes.") | Sales agent, admin to set up | | Set the pricing for your products through price lists, contextual price controls, and if needed, pricing from external systems. | [Pricing Management](https://www.servicenow.com/docs/MM_LJGypeLgvJHVf4o9fwA "The Pricing Management application enables your organization to set, manage, and optimize pricing strategies for any Sales Customer Relationship Management solution. These pricing strategies enable your sales team to generate opportunities, quotes, and orders with accurate and competitive pricing quickly.") | Pricing administrator or manager | | Create and manage sales quotes, which are formal offers for products or services that agents propose to customers. | [ServiceNow Quote Experience](https://www.servicenow.com/docs/h_BafyEFjtMFvv8QugVExg "CPQ provides a unified Quote Experience for creating, pricing, approving, and completing quotes. An integrated pricing service prices quotes manually or automatically, and consistent workflows and governance apply wherever your sales teams operate.") | Sales agent | | Define workflows for approving Sales Customer Relationship Management entities, such as customer quotes, in your sales organization. | [Advanced Approval Management](https://www.servicenow.com/docs/8_qr8Y~TR9jlV4iT1QX9_Q "The Advanced Approval Management application enables you to define workflows for approving Sales Customer Relationship Management entities, such as customer quotes, in your sales organization.") | Sales or business operation managers, members of sales, finance, and legal teams, sales representatives | | Create and manage contracts and entitlements from the initial offer to contract finalization. | [Customer Contracts and Entitlements](https://www.servicenow.com/docs/Fiubk7_LqQ6tkO~WHDfXEQ "The Customer Contracts and Entitlements application for Customer Service Management (CSM) provides solution to standardize, organize, manage, and use customer contracts and entitlements.") | Agent | | Create and manage binding agreements between your sales organization and buyers, with specified items, quantities, prices, terms, and effective periods. | [Sales Agreement Management](https://www.servicenow.com/docs/g9byfCizvaYmzz3G_tXUQg "Sales Agreement Management is an application that captures the scope and conditions from a quote for future sales transactions, over a specified period between a buyer and a seller.​") | Sales and order agent | [Table 2. Configure, price, quote] {#som-exploring__table_jvv_ndk_nhc} {#som-exploring__table_ujq_qdk_nhc__entry__3} | Benefits | Application or key feature | Persona | |-|-|-| | Capture and fulfill product and service orders to create a seamless ordering experience for your customers. | [Order management](https://www.servicenow.com/docs/vgi5tPqIPm5dEdM156nN3Q "The Order Management application streamlines the order life cycle from capture to fulfillment. It automates decomposition, enrichment, and orchestration workflows, empowering users to accelerate delivery, reduce fallouts, and manage complex orders efficiently through a unified workspace and customer portal.") | Order agent, fulfillment agent, agent manager, and fulfillment manager | [Table 3. Order management] {#som-exploring__table_ujq_qdk_nhc} {#som-exploring__table_ldx_rdk_nhc__entry__3} | Benefits | Application or key feature | Persona | |-|-|-| | Create and manage cases for customer orders and invoices. | [Order Operations Case Management](https://www.servicenow.com/docs/access?context=csm-case-mgmt-order-ops&version=australia&pubname=australia-customer-service-management&ft:locale=en-US) | Order case, invoice case, and customer service agent | | Empower sales teams by providing a consolidated view of all critical sales data and activities. | [Lead-to-Cash Process Management](https://www.servicenow.com/docs/sIyp54da_tZtHS58O_82OQ "The ServiceNow Lead-to-Cash Process Management application empowers sales teams by providing a consolidated view of all critical sales data and activities.") | Sales manager | | Manage return, replacement, or refund cases for installed products. | [Return Merchandise Authorization](https://www.servicenow.com/docs/HfS0353_DkTaYyyRlP0oTA "Return Merchandise Authorization (RMA) enables the return, replacement, and repair for install base items. It offers simplified processes, decreased turnaround time, and a unified workflow.") | Agent | [Table 4. Order operations] {#som-exploring__table_ldx_rdk_nhc} {#som-exploring__table_rwk_tdk_nhc__entry__3} | Benefits | Application or key feature | Persona | |-|-|-| | Support change management and commercial workflows (move, add, change, and disconnect) for sold products. | [Customer Life Cycle Management Workflows](https://www.servicenow.com/docs/access?context=customer-life-cycle-management-workflows&version=australia&pubname=australia-customer-service-management&ft:locale=en-US) | Agent | [Table 5. Post-sales engagement] {#som-exploring__table_rwk_tdk_nhc} {#som-exploring__table_f2f_wdk_nhc__entry__3} | Benefits | Application or key feature | Persona | |-|-|-| | Hire and engage channel partners to sell your products and services, helping you to grow and improve your business. | [Partner Relationship Management](https://www.servicenow.com/docs/ClRiTKkyWaWubRKf_GqS6g "Learn how the Partner Relationship Management application enables enterprises to hire and engage channel partners to sell their products and services to grow and improve their business.") | Channel partners | [Table 6. Partner relationship management] {#som-exploring__table_f2f_wdk_nhc} {#som-exploring__table_cmh_xdk_nhc__entry__3} | Benefits | Application or key feature | Persona | |-|-|-| | Create and manage product catalogs for commercial and technical product offerings. Commercial catalogs can be used by your agents to create opportunities, quotes, and orders. | [Product Catalog Management](https://www.servicenow.com/docs/jMd8j_ik0Z3CBtkQHcnmoQ "Product Catalog Management enables your organization to manage your product offerings by grouping them into catalogs and categories, which streamlines the ordering process and helps manage leads, opportunities, quotes, and orders in Sales Customer Relationship Management.") | Product catalog administrator or manager | | Create the workflows for your organization and configure the metadata for your various Sales Customer Relationship Management entities. | [Lead to Cash Core](https://www.servicenow.com/docs/TSPYs~lI2CS9dp8t2s0XAA "Create the Sales Customer Relationship Management workflows for a product and service through entity configurations and mappings. By creating this workflow, your organization can analyze lucrative business opportunities, customer leads, and the billing, support, and maintenance requirements after a sale is complete.") | Agent, admin to configure | [Table 7. Lead-to-cash foundation] {#som-exploring__table_cmh_xdk_nhc} {#som-exploring__table_nrp_xdk_nhc__entry__3} | Benefits | Application or key feature | Persona | |-|-|-| | Support your business-to-business customers by enabling self-service capabilities through the Business Portal to create and manage orders, submit order issues, and requests. | [Customer self-service for Sales Customer Relationship Management](https://www.servicenow.com/docs/_avtBSL~f0I_Ir43hhMujA "Support your business-to-business (B2B) customers by enabling self-service capabilities through the Business Portal to create and manage orders, invoices, and requests for quotes.") | Customer, admin for set up | [Table 8. Business Portal] {#som-exploring__table_nrp_xdk_nhc} ## What to explore next {#som-exploring__section_related_links_som_exploring} * [Configuring Sales Customer Relationship Management applications](https://www.servicenow.com/docs/iWIfVlpmMBmTD_8UgN_qUw "Set up the Sales Customer Relationship Management (Sales CRM) applications so that your agents can work on various stages of the product sales life cycle, such as sales opportunities, quotes, order capture and fulfillment, contracts and entitlements, and also the basic product catalog and pricing features used by each application.") * [Using sales automation applications](https://www.servicenow.com/docs/PTgXFK0dFyOfWtMIVhK67Q "Learn how to use sales automation applications.") * [Using Order Management](https://www.servicenow.com/docs/XjXt7a5S2NTwY1oImnUupA "ServiceNow Order Management provides a centralized platform to create and manage customer and service orders throughout their entire life cycle. It automates the complex process from order capture and enrichment through to fulfillment and closure, promoting seamless coordination between sales, operations, and technical teams.") {#som-exploring__ul_related_links_som_exploring} ## Request apps on the Store {#som-exploring__section_mbd_lqf_zzb} Visit the [ServiceNow Store](https://store.servicenow.com/sn_appstore_store.do#!/store/home) to view all the available apps, and for information about submitting requests to the store. For cumulative release notes information for all released apps, see the [ServiceNow Store version history release notes](https://www.servicenow.com/docs/r/store-release-notes/sn-store-release-notes.html).{#som-exploring__inline-send-to-store}