I’m proud to share that ServiceNow has been named a Leader and a Customer Favorite in The Forrester Wave™: Configure, Price, Quote Solutions, Q4 2026, with the top scores in both the Strategy and Current Offering categories. For us, earning this recognition as a first-time participant reflects our commitment to delivering exceptional customer value and rapid innovation.
The proof is in our customers: Keysight Technologies achieved 40% faster quoting, more customer self-service, and a 50% to 80% reduction in setup and maintenance time by using ServiceNow Configure, Price, Quote (CPQ).
The Forrester Wave™ report states, “ServiceNow’s strategy combines a flexible, scalable, workflow-driven CPQ platform with composability, omnichannel support, and agentic AI. Its vision extends beyond traditional CPQ by allowing intelligent automation to take actions across quoting processes.”
Twenty-five years ago, when I started BigMachines (now Oracle CPQ), software as a service had only just emerged and "CPQ" wasn't a term yet. We built the first CPQ to make it easier and faster to sell industrial equipment. I never imagined it would become a category operating across nearly every product vertical.
Two decades later, software had gone cloud native and was getting smarter with AI, but CPQ had barely changed. Companies were still running their revenue engines on decades-old monolithic tools. CPQ had a reputation for long implementations, costly upkeep, failed rollouts, and poor seller adoption.
That's why I started Logik.ai, an AI-powered CPQ solution. Breakthroughs in large language models (LLMs) gave us a chance to reinvent the category and make selling smarter and faster, even in the most complex environments. In 2025, ServiceNow acquired Logik.ai, expanding a strong foundation into the agentic CPQ offering we have today.
Revenue leaders want tools that make selling easier and that reps actually use. ServiceNow CPQ is designed to be intuitive, lightning fast, and straightforward to administer.
An enterprise data infrastructure company that recently went live saw 100% adoption in its first month. ServiceNow CPQ customers are running more than 10 million quote configurations each month.
According to the Forrester Wave™ report, “Customers praised ServiceNow’s ease of use, configuration, flexibility, performance, scale, collaboration, and commitment to success.”
At Logik.ai, our No. 1 core value was "Customer success equals our success." It shaped how we built, how we delivered, and how we measured ourselves.
That value lives on in one of ServiceNow's core values: “Wow our customers.” We believe being named a Customer Favorite, which Forrester describes as recognizing "outstanding customer feedback" among evaluated vendors, validates that commitment. Getting our customers live is still our No. 1 priority.
ServiceNow CPQ is engineered around a core thesis: Customers want consumer-grade experiences. We innovate to optimize simplicity, scale, speed, and accuracy.
Three things make ServiceNow CPQ different:
- It’s built for complex sales environments.
- It’s composable and omnichannel by design.
- It includes agentic AI that executes, not just advises.
As a result, buyers transact quicker and sellers focus on what matters most: closing deals, enabling customer success, and driving growth.
Complex products shouldn't mean complicated selling. Legacy CPQ breaks under complexity, forcing reps to swivel-chair between tools, pull in sales ops for every quote, and fall back on cumbersome spreadsheets.
ServiceNow CPQ runs on a proprietary high-performance solving engine that can process 10,000-plus line items, cross-product dependencies, and complex calculations in milliseconds. Sellers can quote any type of deal through an AI-guided, conversational user experience.
For highly complex enterprises, ServiceNow CPQ makes selling simpler and more efficient. Manufacturers can configure complex engineer-to-order products quickly and accurately, with margin protection built in and invalid combinations blocked before they reach a quote. Technology companies quote hardware, services, usage-based pricing, and bundles in one cart, with automated amendments and renewals.
As organizations grow, they must serve an increasing number of channels. When buyer expectations change and sales teams can’t add headcount, growth often means working through partners, e-commerce, and customer portals. Each new channel adds complexity and cost.
The headless, API-first architecture of ServiceNow CPQ lets businesses extend CPQ to any channel without heavy rework or complex code. Configure one unified pricing and product catalog and then decide what each partner or channel can see.
The product’s modular, flexible design also means you don’t have to do a full rip and replace to get value. It plugs into your existing architecture, so you can start by solving complex configuration and then expand to quoting or the full customer lifecycle on ServiceNow Customer Relationship Management.
From there, one data model connects your revenue motion across the customer value chain. What’s quoted is what’s ordered, delivered, billed, serviced, and renewed. Handoffs move cleanly, and no revenue slips through.
ServiceNow customer Club Car unified three selling channels on a single configuration engine, unlocking one source of truth and a fully connected lead-to-order flow. Now dealers reorder five times faster and consumers convert at 17%.
Forrester gave ServiceNow the highest possible scores in the vision, innovation, and roadmap criteria. We believe that reflects our first-to-market AI capabilities and our view of where CPQ is headed.
AI is built into the foundation of ServiceNow CPQ, not bolted on. Guided configuration, smart product recommendations, and semantic search help buyers, sellers, and partners find best-fit solutions faster.
Specialized AI agents take it further: They turn meeting transcripts and voice notes into drafted quotes, optimize pricing and profitability in real time, and pass orders ready for fulfillment without manual reentry.
AI-powered deployment tooling speeds up both CPQ implementation and ongoing optimization, from AI-driven discovery and automated metadata migration to AI-assisted administration and blueprint creation.
“Impressive implementation tools and configuration flexibility enable organizations to tailor the solution to their business requirements, while delivering fast performance and agentic AI capabilities that execute workflows and actions,” The Forrester Wave™ report states.
Because AI does the work, not just suggests it, customers can see faster time to value, fewer manual errors, and a stronger bottom line.
Organizations that run on a modern CPQ solution stay agile and competitive, as they can respond to market shifts faster while giving their sellers an edge.
We believe ServiceNow's recognition as a Leader and a Customer Favorite reinforces the outcomes our customers are already seeing. I'm grateful to our customers, partners, and teams, and am excited for what’s next.
Find out how ServiceNow can help you accelerate quoting and eliminate complexity.
Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. This report is part of a broader collection of Forrester resources, including interactive models, frameworks, tools, data, and access to analyst guidance. For more information, read about Forrester’s objectivity.
