Opportunity Management

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 maximum 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.

Figure 1. Opportunity workflow in Sales Customer Relationship Management

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 easily and conveniently. The Opportunity Management interface contains the following tabs:

Table 1. Opportunity Management tabs

Tab	Description
Details	Add basic information for the opportunity.
Catalog tab	Search for and add product offerings to your opportunity. For legacy product configurator, see Using the legacy product configurator. For CPQ Configurator, see Using the CPQ Configurator.
Needs	Lists the need templates that provide product recommendations for the opportunity.
Line Items	Add different line items to an opportunity.
Competitors	Record competitors information.
Tasks	Create opportunity tasks.
Team	Create opportunity team members.
Contacts	Create opportunity associated contacts.
Emails	Create emails to send to the required stakeholders.
Quotes	Create quotes directly from opportunities.
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: Authorized organization: Full permissions to access, view, edit, or modify opportunity details Listed organization: Only for tracking purpose. No permissions to view, access, edit, or delete opportunity details

Opportunity snapshot

The Opportunity snapshot is an AI-generated summary of an opportunity that sales agents and managers can review without opening every related activity, contact, and deal record.

The snapshot is organized into two areas:

1. Summary: An at-a-glance summary of key deal information, including:
   • Deal size and scope (number of users, contract value)
   • Most recent meeting with the Champion (title and recency)
   • Most recent activity (for example, a check-in email) and when it occurred

   This provides a brief summary of the deal status, drawn from opportunity fields, related activities, and contact data.

2. Insights: A combined automated scoring with AI-generated deal intelligence:

   • AI Win Probability: A read-only score from 0 to 100 that the ML model calculates for each opportunity, representing the likelihood that the opportunity will close.
   • Rating: A qualitative label derived from the AI Win Probability score that indicates the health of the opportunity at a glance. The Rating field updates automatically when the score changes and can be manually overridden by a sales representative. The following table shows how AI Win Probability values map to Rating labels.

     Table 2. AI Win Probability to Rating mapping

     AI Win Probability	Rating
     75–100	Healthy
     50–74	On Track
     25–49	At Risk
     0–24	Critical

   • Score Reasons: A read-only field that captures the plain-language rationale for each score computation. The system overwrites the previous rationale each time the model recalculates the score. This field is not shown on the opportunity form by default.
   • Numbered insight cards: Contextual, plain-language observations derived from opportunity signals, such as:
     • Competitor activity detected in recent meetings
     • Champion engagement patterns (for example, being unresponsive, canceling demos)
     • Benchmarks against similar deals (for example, "Opportunities with similar stall patterns have 35% lower close rate at this stage")

   Updates to the AI Win Probability and Score Reasons fields are recorded in the activity stream on the opportunity record.

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.

Pricing in Opportunity Management provides the following benefits:

• 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.

What to do next

To learn about setting up Opportunity Management, see Install and configure Opportunity Management.