Partner Program Guide - April 3 2022

ServiceNow Partner Program
Guide
April 3, 2022
--ServiceNow Confidential Information--

© 2022 ServiceNow, Inc. All rights reserved. ServiceNow, the ServiceNow logo, Now, and other ServiceNow marks are trademarks and/or registered trademarks of
ServiceNow, Inc., in the United States and/or other countries. Other company names, product names, and logos may be trademarks of the respective
companies with which they are associated.
Program Guide
THIS SERVICENOW PARTNER PROGRAM GUIDE (“GUIDE”) SETS FORTH THE RULES AND POLICIES
THAT GOVERN PARTICIPATION IN THE SERVICENOW SALES, SERVICES, TECHNOLOGY, SERVICE
PROVIDER, AND PUBLIC SECTOR PARTNER PROGRAMS (EACH INDIVIDUALLY IS A “MODULE”
AND COLLECTIVELY THEY MAKE UP THE “PROGRAM”). ALL PROGRAM RIGHTS AND BENEFITS
ARE SUBJECT TO COMPLIANCE WITH THIS GUIDE IN ITS MOST CURRENT VERSION, AS WELL AS
THE APPLICABLE MODULE SUB-GUIDE THAT APPLIES TO EACH MODULE. SERVICENOW MAY
UPDATE THIS GUIDE FROM TIME TO TIME VIA ITS PARTNER PORTAL AND IT IS INCUMBENT UPON
EACH PARTICIPANT (“PARTICIPANT”), AS A CONDITION OF PARTICIPATION IN THE PROGRAM,
TO BE AWARE OF ANY AND ALL CHANGES HERETO. MINOR CORRECTIONS TO ADDRESS
TYPOGRAPHICAL, GRAMMATICAL, OR OTHER SIMILAR MISTAKES IN A GUIDE DO NOT REQUIRE
THE PUBLICATION OF A NEW GUIDE, AND IN SUCH CASES SERVICENOW WILL PUBLISH A
CLEARLY-INDENTIFIED ERRATA ADDENDUM (“ERRATA ADDENDUM”) TO THE GUIDE VIA ITS
PARTNER PORTAL TO ADDRESS SUCH MISTAKES.
SERVICENOW RESERVES THE RIGHT TO ADMINISTER AND MODIFY THE PROGRAM REFERENCED
HEREIN AT ITS DISCRETION OR RESTRICT/DENY PARTICIPATION AND BENEFITS BASED ON THE
PUBLISHED PROGRAM RULES. UPDATES TO THIS GUIDE, EXCLUDING ISSUANCE OF AN ERRATA
ADDENDUM, WILL BE DELIVERED TO THE ADMINISTRATOR EMAIL ADDRESSES PROVIDED BY
EACH PARTICIPANT AND POSTED TO THE SERVICENOW PARTNER PORTAL. ERRATA
ADDENDUM WILL BE PUBLISHED WITHOUT NOTICE AND POSTED ALONGSIDE THE GUIDE IN THE
PARTNER PORTAL.
THE TERMS OF THIS GUIDE ARE SUBJECT TO THE TERMS OF THE SERVICENOW PARTNER
AGREEMENT (BETWEEN SERVICENOW AND EACH PARTICIPANT) THAT REFERENCES THIS GUIDE.
SERVICENOW DOES NOT PROVIDE ANY WARRANTIES REGARDING THIS GUIDE OR THE
INFORMATION CONTAINED HEREIN AND SPECIFICALLY DISCLAIMS ANY LIABILITY FOR
DAMAGES, INCLUDING, WITHOUT LIMITATION, DIRECT, INDIRECT, CONSEQUENTIAL,
INCIDENTAL AND SPECIAL DAMAGES INCURRED IN CONNECTION WITH RELIANCE ON THIS
GUIDE.
To be appointed to the Program, each legal entity must apply to participate in the
Program, satisfy the Program membership requirements, execute a separate agreement
with ServiceNow, and receive a welcome email issued by ServiceNow, specifically
indicating that the applying entity is now appointed to the Program. An affiliate, subsidiary,
or acquired company cannot avail itself of the rights provided under a parent or affiliated
entity’s partner agreement without the written consent of ServiceNow, though in certain
cases ServiceNow may permit affiliates to aggregate certain information for the purposes of
measuring minimum requirements for participation in a Program. In the case of acquisitions,
mergers or other business combinations, the membership of the surviving entity and the
operating status of the acquired or merged entity, as applicable, will determine the
membership applicable to the newly formed entity. The participating entity must disclose
planned changes to corporate structure in advance to allow ServiceNow the opportunity
to approve or reject, as appropriate, the effect of such changes on participation in a
partner program.

Table of Contents
Program Overview.................................................................................................................................... 1
Program Highlights ............................................................................................................................... 1
Program Segments ............................................................................................................................... 2
Partner Code of Conduct ................................................................................................................... 2
Program Status ..................................................................................................................................... 2
Partner Territory ..................................................................................................................................... 3
Mergers and Acquisitions .................................................................................................................... 4
Partner Assessment Overview ............................................................................................................. 5
Participant’s Responsibility Relating to ServiceNow Confidential Information .............................. 6
Minimum Level Qualifications ............................................................................................................. 7
Bonus Points .......................................................................................................................................... 7
More Information .................................................................................................................................. 7
ServiceNow Partners - Program Benefits Overview ............................................................................... 8
All Program Participants ...................................................................................................................... 8
ServiceNow Partner Portal............................................................................................................... 8
Partner Success Center ................................................................................................................... 8
Partner Enablement Materials ........................................................................................................ 8
Partner Communications ................................................................................................................ 8
Program Benefits At-a-Glance........................................................................................................ 9
Benefits Details................................................................................................................................ 10
Partner Finder Listing on ServiceNow Website ............................................................................ 10
Eligible to Apply to Sponsor ServiceNow Events ......................................................................... 10
Education Training Discount ......................................................................................................... 10
Strategic Business Planning and Review Eligibility ....................................................................... 10
Access to ServiceNow Now Learning .......................................................................................... 11
Program Segment Press Releases................................................................................................. 11
Program Segment Badge ............................................................................................................. 11
Eligible for Partner Award Badge ................................................................................................. 11
Early Adopter Pilot Program .......................................................................................................... 11
Early Availability.............................................................................................................................. 12
Reference Customers on ServiceNow Website .......................................................................... 12
Participation in Joint Sales and Marketing Planning .................................................................. 12
Eligible for Joint Customer Activities – Webinars or Training Events .......................................... 12
Access to Partner DemoHub ........................................................................................................ 12
Access to Partner Marketing Center............................................................................................ 12
Partner Governance .............................................................................................................................. 13
Accountability Matrix – All Partners .................................................................................................. 14
Accountability Matrix - Certification and Voucher Fraud.............................................................. 15

Program Overview
The ServiceNow Partner Program (“Program”) empowers participants in good standing
(“Participant”) to refer, sell, market, and implement ServiceNow products and services
to ServiceNow customers. For Technology Program Participants, it also empowers
Participants to build, test, certify, distribute, and sell applications for the Now Platform®.
This Guide describes the policies, benefits, and requirements applicable to the Program.
Participant employees should review and understand this Guide in order to maximize
Program benefits.
The Program is designed for companies that:
• Sales: Drive sales of the ServiceNow platform, including sales deal referrals, resale
of commercially available products or packaged services for a customer’s own
internal use.
• Services: Deliver implementations for the ServiceNow platform, including
consulting, outsourcing, subcontracting, or custom application development.
• Technology: Build and sell applications or integrations for the Now Platform,
including (but not limited to) independent software vendors (ISVs).
• Service Provider: Seek to operate an instance licensed directly from ServiceNow
to manage and operate on behalf of their own third party end clients, or for
Participants who seek to license ServiceNow instances from ServiceNow for the
purpose of creating and operating their own distinct service(s) that they provide
to third parties who are their clients.
This Guide is intended to apply to all Modules within the Program. For Participants
accepted to participate in a Module, the terms set forth in the applicable Module Sub-
Guide also govern participation in that Module.
Participants are eligible to receive benefits to support their sales, services,
development, managed services, and application (App) certification efforts. Benefits
vary based on the Participant’s segment. Benefits earned by the Participant’s
demonstrated commitment and achievement to the Program may include access to
the ServiceNow Partner Portal, access to ServiceNow non-production demo instances,
access to the ServiceNow Store Publisher Portal, eligibility to monetize certified Apps in
the ServiceNow Store, use of the applicable Program Segment badge, and much
more.
Program Highlights
• Benefits commensurate with level of commitment
• Access to restricted content on the Partner Portal
• Access to ServiceNow demo instances
• Listing of company logo, profile, and expertise on the Partner Finder profile page
• Access to collateral and best practices to support sales implementation
development and monetization efforts
--ServiceNow Confidential Information-- 1

Program Segments
Levels of membership allow Participants to engage with ServiceNow at a level
representing their organization’s production development success, resources, areas of
expertise, customer installations, customer references, and commitment to the Program
(“Program Segment”). Membership is granted through an application review, approval,
and fee payment process (currently, only Technology Program Participants are required
to pay a membership fee). The annual Technology Program fee is $5,000 USD.
The Participant segments are:
• Registered
• Specialist
• Premier
• Elite
These Program Segments form the basis of the Partner Segmentation Framework, each
designed to encapsulate a cohort of Participants that share similar attributes, i.e.,
annual revenue, certified resources, or breadth/depth of expertise. Each of these
Program Segments is vitally important to ServiceNow, and each will enjoy benefits
tailored to the cohort of Participants within that segment.
For a complete list of the assessment criteria, respective weighting and Program
Segment thresholds, please review the Partner Segmentation Framework document.
Partner Code of Conduct

ServiceNow is committed to conducting its business in a manner that exemplifies
integrity, ethical conduct, and honesty. This commitment is an important professional
value of ServiceNow leadership and employees. We count on Participants to carry our
reputation to our customers and establish bonds of trust.
To ensure that ServiceNow creates business relationships only with Participants who
share this commitment, ServiceNow asks that Program Participants read and comply
with the Partner Code of Conduct, posted on the Partner Portal, which may be
updated in subsequent partner communications from ServiceNow.
Program Status
Each Participant should use the Partner Points Dashboard (available on the Partner
Portal from the Programs tab) to track their achievements and progress against
Program criteria within the Partner Program. If a Partner’s points dip below the minimum
threshold for their segment, the Partner Points Dashboard will reflect both a Benefits
Segment and a Calculated Segment. The Calculated Segment is based on current
points earned, while the Benefits Segment relates to the segment benefits the Partner
will continue to have for a limited time (365 days). If after 365 days the Partner has not

earned enough points to maintain their Benefits Segment status, they will officially
transition to the Calculated Segment. See example below.
In addition, if a Partner’s points dip below the threshold for their segment, ServiceNow
will notify the primary contact of the Partner (as designated by the Partner in the Portal)
via email, that they could potentially transition to a lower segment. These email notices
occur at the initial dip occurrence, and then at 90-, 60-, 30-day, and 0-day intervals
before potential transition.
ServiceNow reserves the right to audit a Participant at any time by validating their
performance against this Program Guide and the Partner Code of Conduct.
Partner Territory
A Participant’s Territory is comprised of one or more countries in which the Participant
may direct its advertising using ServiceNow logo and marketing collateral, and where
ServiceNow may advertise the Participant as a member of the Program on its website
and other promotional materials. Each Participant may request a number of countries
for its Territory at the time of application to the Program, which will form the basis of the
business review by ServiceNow before the Participant is approved or appointed to the
Program. Upon approval, ServiceNow also approves the countries that form the
Participant’s Territory. The Territory may or may not be comprised of all the countries
requested by the Participant, depending on the Participant’s capabilities to service
customers in the countries requested. A Participant may apply to update its Territory at
any time while the Participant is a participant in the Program, with any updates to the

Territory contingent upon ServiceNow’s approval and written confirmation.
ServiceNow’s designation of a Territory for a Participant is considered part of the
Program Terms for a Participant (as the term is used in the applicable partner
agreement between ServiceNow and Participant). ServiceNow, at its sole discretion,
may terminate a Territory for a Participant as permitted pursuant to the applicable
partner agreement between ServiceNow and Participant.
With respect to subcontracting work, the Territory listed on an applicable Work Order
takes precedence over the Territory identified in the Partner Portal.
Mergers and Acquisitions

Merger and acquisition (M&A) activity is supported within the Program. Participants
exploring an M&A opportunity should, however, be cognizant of the varying Program
implications, as well as any partner agreement terms that may require ServiceNow to
consent to the M&A activity.
We have divided the most common M&A outcomes into the three categories below,
with respective Program implications:
• Full Acquisition
Outcome: The acquired entity (a ServiceNow Partner) is fully integrated within
the acquiring company (which must also be a ServiceNow partner), with the
acquired entity ceasing to exist as a distinct entity on any level.
Program Impact: All Program related achievements associated with the
acquired entity will be systematically transferred to the acquiring company. The
acquired entity’s Participant record will be subsequently deactivated and
removed from Program statistics. The acquired entity will no longer have a
separate and distinct Partner Profile within Partner Finder.
• Vertical Merger
Outcome: The acquired company becomes a subsidiary of the acquiring
company (which must be a ServiceNow partner) and viewed in the market as a
single brand.
acquired entity will remain associated with that entity and count towards the
achievements of the acquiring company (which will become the “parent”
Participant). The acquired entity’s Participant record will remain active and
included in Program statistics. The acquired entity will no longer have a separate
and distinct Partner Profile within Partner Finder. Note: This is assuming that both
the acquired company and acquiring company are existing ServiceNow
partners.
• Conglomerate
Outcome: The acquired company continues to operate as a separate division,
business unit, entity or affiliate of the acquiring company (which must be a
ServiceNow partner) and is generally viewed in the market as a distinct brand of
its own.

acquired entity will remain associated with that entity but will also count towards
the achievements of the acquiring entity (which will become the “parent”
Participant). The acquired entity’s Participant record will remain active and
included in Program statistics. The acquired entity will still have a separate and
distinct Partner Profile available within Partner Finder. Note: This is assuming that
the acquiring entity is an existing ServiceNow partner.
Partner Assessment Overview

The partner assessment criteria specifically provides our ecosystem with information
about a Participant’s qualifications, expertise, and industry leadership within the context
of ServiceNow business activity. These criteria are intended to help showcase
Participants based on participation in specific activities, accomplishments and
commitments across ServiceNow engagements that demonstrate their level of
ServiceNow investment. This investment is taken into consideration by:
• Customers who are actively searching for an implementation/services/
technology/service provider partner or application, or
• ServiceNow’s sales teams that need a Participant to fill an engagement gap or
assist with a prospect.
These criteria are designed to help take the “guesswork” out of comparing Participants
within the ServiceNow ecosystem — using well-defined criteria allows for an open,
consistent, and objective evaluation of Participants.
Core to this framework is a two-dimensional assessment model — an array of criteria
that measures our Participants’ offering development maturity (how well aligned the
Participant’s business and resources are to ServiceNow’s areas of practice, such as
ITSM, CSM, SecOps, etc.) form the basis of measurement for the Y-axis, while a separate
set of criteria measure the Participants’ go-to-market maturity (a quantitative measure
of the Participants’ ServiceNow-related business activity) along the X-axis.
This model is designed to not only respect the investments of Participants within the
ServiceNow ecosystem, but to also provide indicators of continued or, in some cases, a
strengthened business alignment.
An important element of Participant assessment is ServiceNow’s focus on the 4Cs —
those “Cs” being Committed Capacity, Competency, Customer Success and
Capability. The 4C categories are hierarchical where the first category, Committed
Capacity, is a prerequisite for the second, Competency. Competency is a prerequisite
for Customer Success, and Customer Success is a prerequisite for Capability.
• Committed Capacity is the documented mutual agreement on the number of
focused accreditations and certifications to be attained quarterly.
• Competency recognizes the minimum viable achievement of a Participant with
a predetermined number of individuals that gain full practice certifications.

• Customer Success is the demonstrated success in delivering solutions and
exceptional experiences.
• Capability is uniquely constructed to recognize Partners who fully embrace the
Now Value Methodology and have differentiating Domain Experience.
“Public Sector End Customers” refers to the end customers for those opportunities
involving any national, territorial, regional or local governments regardless of jurisdiction
(including all quasi-governmental entities, public institutions, and wholly- or partially-
government-owned entities or instrumentalities) such as: government-owned or funded
medical and educational institutions or those entities, that, although not part of the
government, must adhere to public procurement law, regulation, or similar procedures.
ServiceNow, in its sole discretion, may determine whether a customer is a Public Sector
End Customer as necessary. Participants who register to commercially transact
ServiceNow products and solutions to Public Sector End Customers may additionally be
required to:
• Complete a Partner Compliance Questionnaire; and
• Acknowledge ServiceNow's Partner Compliance Certification.
The information will be used by ServiceNow in completion of the Participant’s
application and due diligence prior to approval to commercially transact ServiceNow
products and solutions to Public Sector End Customers.
Additionally, the Participant commercially transacting ServiceNow products and
solutions with Public Sector End Customers may periodically be asked to update and
renew the Compliance Questionnaire and Compliance Certification; complete
compliance-focused training provided by ServiceNow at no cost to Participant; and/or
cooperate in a Participant audit conducted by ServiceNow's Internal Audit Team (or
external consultants selected by ServiceNow).
Participant’s Responsibility Relating to ServiceNow Confidential

Information
Participants in the ServiceNow Partner Program are required to hold in confidence and
treat as ServiceNow Confidential Information in accordance with the terms set forth in
their applicable PartnerNow Master Agreement or other applicable partner
agreement. ServiceNow Confidential Information includes any information that is
reasonably understood to be of a confidential or proprietary nature, regardless of
whether it is marked as such, obtained from ServiceNow via ServiceNow personnel or
ServiceNow information systems including, but not limited to, ServiceNow Partner Portal
information supplied via Knowledgebase articles, Participant dashboard performance
information, and similar information. Participants shall not disclose or use such
information outside its own Partner organization (its employees, advisors, and
contractors) and in any public manner whatsoever. Examples of improper use of
ServiceNow Confidential information include, but are not limited to:

• Screen shots of a Partner’s performance data on a social media platform such
as LinkedIn.
• Sharing of partner program guides with individuals/companies outside of the
partner’s organization
• Sharing of ServiceNow Knowledgebase article content with individuals/
companies outside of the partner’s organization
Participants should also refer to their ServiceNow PartnerNow Master Agreement (PMA)
or applicable partner agreement for additional terms regarding treatment of
Confidential Information.
Minimum Level Qualifications

The Partner Program does not require Participants to meet any minimum volume
requirements. However, for Registered Participants, the requirement is they earn
sufficient achievements within 12 months of onboarding to transition to a Specialist,
Premier or Elite segment in order to remain in the Program. Achievements are measured
across all Modules within the Program, as further explained in the ServiceNow Partner
Segmentation Framework document located here.
Bonus Points
ServiceNow will launch bonus point campaigns for specific criterion achievements,
such as bonus points for customer success stories that Participants share, Participants
achieving a particular product line certification, etc., for a specified duration of time.
Participants will be alerted when such bonus point windows open and close via a
Partner Portal alert. Click here for more information.
Note: The value of standard points awarded are never decreased and receipt of bonus
points does not impact the allocation of any other points that are earned.
More Information
For detailed information on the individual Modules within the Program, the respective
Program Module Sub-Guides for such Modules, please visit each of their individual
Knowledgebase pages as follows:
• Sales Partner Program Module Sub-Guide
• Services Partner Program Module Sub-Guide
• Technology Partner Program Module Sub-Guide
• Service Provider Partner Program Module Sub-Guide
• Public Sector Partner Program Module Sub-Guide
General Program questions or additional information can be obtained by submitting an
inquiry in the ServiceNow Partner Portal.

ServiceNow Partners - Program Benefits Overview
All Program Participants
ServiceNow Partner Portal
ServiceNow provides Program benefits and communications through the Partner Portal,
where Participants can find information regarding Program updates, communications
and alerts, promotions, sales tools, and marketing tools and collateral to help develop
their business.
Partner Success Center

The Partner Success Center is a one-stop hub for Participant sales and delivery teams to
quickly find all the best, most useful, and up-to-date content available. The Partner
Success Center puts context and guidance around content, allowing Participants to
follow and receive recommendations about content that is important to them. This
allows Participants and their teams to more effectively engage their customers and
prospects. Sales and marketing materials, demos, and much more are all located in the
Partner Success Center. The content is consistently tagged to improve searching, and
frequently updated so Participants will always have the most current version of a
document. The Partner Success Center is accessed from the Partner Portal (Marketing
tab).
Partner Enablement Materials

A Participant’s ServiceNow partnership experience includes a solid foundation of
education, tools, and resources to enable the Participant to drive business opportunities
and success. Product and solution materials are clearly defined in role-based learning
paths and may be accessed via the Training and Tools & Resources tabs on the
ServiceNow Partner Portal home page – or by going directly to Now Learning —
ServiceNow’s comprehensive learning platform.
Partner Communications
Participants receive regular communications in the form of newsletters, email
communications, and relevant partner information shared via the ServiceNow Partner
Portal or other distribution methods. Communication topics vary and may include:
• Program notifications and updates
• Upcoming events and invitations
• Product launches and new releases
• Partner webinars
• Certifications, accreditations and training
To ask a question or request additional partner communication information, submit an
inquiry via the ServiceNow Partner Portal.

Program Benefits At-a-Glance
Table 1 - Benefits-at-a-Glance below identifies Program benefits available to
Participants across the Partner Program.
Table 1 - Benefits-at-a-Glance
Benefit Registered Specialist Premier Elite
Partner Finder
Listing on
X X X
ServiceNow
Website
Eligible to Apply to
Sponsor X X X X
ServiceNow Events1
Education Training
See note2 50% 50% 50%
Discount2
Strategic Business
Planning and 2x/year Quarterly
Review Eligibility
Access to
ServiceNow Now X X X X
Learning
Program Segment
X X X
Press Releases
Program Segment
X X X
Badge
Eligible for Partner
X X X
Award Badge
Eligible for Early
Adopter Pilot X X X
Program
Early Availability X X X X
Reference
Customers on
X X X
ServiceNow
Website
Participation in Joint
Sales and X
Marketing Planning
Eligible for Joint

Customer Activities
X X X
– Webinars or
Training Events
Access to Partner
X X X X
DemoHub
Access to Partner
X X X x
Marketing Center

1Event sponsorship eligibility: ServiceNow Sales Kickoff with requirements, Now at Work events, and
Knowledge sponsorships open to all Participants. ServiceNow User Groups (SNUGs) not available to
Registered Participants. All sponsorship requests accepted at the discretion of ServiceNow.
2Registered Participants can receive a one-time (first purchase only) discount on Training and Certification
products. Discounting is as follows:
• Option 1: 25% off $14K-22K total purchase
• Option 2: 35% off $22,000.01+ total purchase
Other Terms and Conditions: Discount does NOT apply to private classes. Purchase must be on a single
order form/purchase order to grant non-standard pricing. Training needs to be consumed within 12 months
or it will expire. All other Education Services training will be at standard Participant rates based on the
Participant Program Segment and described benefits. All training is sold through Learning Credits only.
Benefits Details
Partner Finder Listing on ServiceNow Website

Participants who have achieved Specialist, Premier or Elite Program Segment status are
listed on the Partner Finder page located on the ServiceNow website. The listing
includes information relevant for each Participant, including Territory, Program
Segment, Product expertise and other applicable information. Registered Participants
are not listed in Partner Finder, but are displayed in the comprehensive list of
Participants.
Eligible to Apply to Sponsor ServiceNow Events

Program Participants are eligible to sponsor ServiceNow events. All sponsorship requests
are accepted at the discretion of ServiceNow; eligibility does not guarantee
sponsorship; and, requirements may vary for each event. At this time, sponsorship
requirements for members of the Program vary by region. For information on
sponsorships, navigate to the Marketing tab on the ServiceNow Partner Portal for more
details.
Note: North America SNUG attendance restrictions apply for non-sponsoring
Participants who choose to attend a SNUG event. Reference the Partner ServiceNow
User Group (SNUG) FAQ for more information.
Education Training Discount

ServiceNow offers Participants a discount percentage to offset the cost of training to
fulfill Program training and certification requirements. The training discount applies to in-
person and virtual-classroom training only. Discounts do NOT apply to private classes for
Registered participants (refer to Note 2 above for additional information). For more
information about ServiceNow Training and Certification, please review the ServiceNow
Certification Program FAQ. For more information or to submit questions, contact
ServiceNow Training at training@servicenow.com.
Strategic Business Planning and Review Eligibility

Participants within the Premier and Elite segments are eligible to participate in bi-annual
(for Premier) or quarterly (for Elite) Strategic Business Review meetings with ServiceNow
professionals, executives, and global leadership. Discussion topics during these business

reviews are focused on taking an in-depth look at Participant’s challenges and
successes across their services business, including a review of certified resources,
product implementation capabilities, customer satisfaction, and other partnership
components.
Access to ServiceNow Now Learning

All Participants in the Program have access to Now Learning and can access on-
demand courses for free. Now Learning is ServiceNow’s learning platform, providing
customers and Participants with access to ServiceNow traditional training courses as
well as on-demand courses. With 24/7 access to a wide variety of learning, Now
Learning offers the ability to expand an existing skill set or preview other products and
functionality. For more information about Now Learning, please review the Now
Learning Frequently Asked Questions.
Program Segment Press Releases

To support Participant marketing efforts, ServiceNow provides Specialist, Premier and
Elite Participants with press release templates to communicate joining the ServiceNow
Program, a Program Module, a Workflow Achievement, or a Program Segment
transition. Please reference the Press Release Guidelines found in the Marketing tab on
the ServiceNow Partner Portal.
Program Segment Badge

Participants in good standing are encouraged to leverage the ServiceNow brand to
promote their Program membership. Badges are provided to Specialist, Premier and
Elite Participants and can be used on advertisements, websites, customer
communications, and other marketing materials. Participants who are permitted to
resell, implement, or operate as a service provider may only advertise their such
capabilities within their approved, resale, services, or service provider Territory, as
applicable.
In all cases, Participants shall comply with the current version of the ServiceNow
Trademark Usage Guidelines and the ServiceNow Partner Program Brand Guidelines
that are available in the ServiceNow Partner Portal.
Participants may submit questions and requests for additional information by submitting
an Inquiry in the ServiceNow Partner Portal.
Eligible for Partner Award Badge

Segmented Participants are eligible to be considered for regional or global annual
awards, with the winner earning a digital "sticker" on their Partner Finder profile page
displayed on the ServiceNow website. Participants will also receive a digital sticker that
can be used on marketing materials.
Early Adopter Pilot Program

The Early Adopter Pilot program allows Participants to become early adopters of new
and emerging ServiceNow products. Following ServiceNow’s controlled launch
schedule, training and enablement content will be restricted to approved Participants

participating in the pilot. Criteria for approval will vary by product, and applications
can be submitted by following instructions in the Knowledgebase article here.
Early Availability
Early Availability is a ServiceNow early release program that allows Participants to
upgrade to a ServiceNow new release before market launch. It gives Participants the
opportunity to take advantage of new features on sub-production and production
environments before General Availability. Participants can be nominated by their
Regional Alliance Manager, or self-nominate, to participate in Early Availability by
release.
Reference Customers on ServiceNow Website

Participants who submit a customer success story (where the Participant confirms in
writing that the customer has agreed to be a success story) are eligible for publication,
including on the ServiceNow.com website and internal Sales Success Center, providing
the Participant qualifies through the Showcase Reference process.
Participation in Joint Sales and Marketing Planning

Participants within the Elite Program Segment may engage with global or
geographically-based marketing management resources to develop an annual go-to-
market plan with ServiceNow. Plan formats and requirements are defined by the
assigned ServiceNow marketing manager and must include goals, objectives, and
executable tactics to drive higher ServiceNow sales, market growth, or customer
engagement. Approved plans must include commitment for plan execution from the
Participants and ServiceNow prior to implementation.
Eligible for Joint Customer Activities – Webinars or Training Events

Joint customer activities are designed to target a particular customer or set of
customers to drive awareness or increased customer engagement. These may include
jointly-developed and delivered webinars, training events, or case studies focused on a
jointly-developed solution. Eligible activities are defined by the assigned ServiceNow
Regional Alliance Manager within a joint business plan and may include additional
requirements for Participant collaboration or investment.
Access to Partner DemoHub

We ask that our Participants be well-versed in ServiceNow’s capabilities and messaging.
On the pre-sales side, we ask that they tell our stories the same way we do.
Preconfigured showcase demo content is now available on the DemoHub to all
Participants via the ServiceNow Partner Portal. By allowing Participants to apply this
content to their instances, we will create better alignment with our sales teams, ensure
that our customers hear consistent messaging, and get Participants talking about the
most current content aligned to the training they receive.
Access to Partner Marketing Center

All Participants are invited to use the Partner Marketing Center to leverage the latest
ServiceNow marketing campaigns. The Partner Marketing Center is designed to enable

Participants to execute co-branded campaigns simply, quickly, and cost-effectively.
Campaigns and assets that are eligible for use and co-branding may vary. Participants
can access the Partner Marketing Center via the ServiceNow Partner Portal.
Partner Governance
ServiceNow is committed to conducting its business at the highest level of satisfaction
for its customers ethically and with integrity. To this end, ServiceNow has established
and maintains a Partner Governance Process. The Partner Governance Process is
designed to prevent, detect, and remediate unacceptable behavior within the
ServiceNow partner ecosystem. Unacceptable behavior includes, but is not limited to,
any of the following:
• Continual low CSAT scores
• Staffing projects with inappropriately certified resources
• Branding violations
• Causing substantial negative business impact to customers due to incorrect
implementation
• Failure to register and maintain customer deployments
• Certification or voucher fraud
• Non-payment of invoices
When ServiceNow becomes aware of potential unacceptable behavior, it promptly
investigates such matters and decides whether the facts substantiate the existence of
unacceptable behavior. Substantiated violations are consistently addressed,
leveraging the following Accountability Matrix to remediate and deter future violations.
The following Accountability Matrix is separate from and does not apply to violations of
ServiceNow’s Partner Code of Conduct and/or applicable law. These will be addressed
on a case-by-case basis in accordance with the terms of the Agreement and Partner
Code of Conduct.

Accountability Matrix – All Partners
Offense Outcome Duration Impact Purged
Registered Participants
Offense #1 Suspension 6 months • Removed from Active Partner List After 1 year
• No deal registration discounts
Offense #2 Termination Permanent
Specialist & Premier Participants

Offense #1 Warning - • Suggested Enablement After 6 months
Offense #2 Suspension 6 months • Removal from Partner Finder After 1 year

• No ServiceNow event sponsorship
• Removal from Active Partner List
• Removal of education discount
• No deal registration discounts (Sales)
• No Segment press release
• No use of Program Segment badge
• No access to co-branded collateral
• Loss of joint sales and marketing
planning (not offered for Specialist –
applies to Premier only)
• Removal from Authorized Trainer
Program
• Mandated training and certification
where applicable, based on the offense
Elite Participants
Offense #1 Warning - • Suggested enablement After 6 months
Offense #2 Warning - • Mandated training and certification After 6 months
Offense #3 Suspension 6 months • Removal from Partner Finder After 1 year

• No ServiceNow event sponsorship
• Removal of education discounts
• Removal from Active Partner List
• No deal registration discounts (Sales)
• No Segment press release
• No use of Program Segment badge
• No access to co-branded collateral
• Loss of joint sales and marketing
planning
• Removal from Authorized Trainer
Program
• No joint customer activities
• Mandated training and certification
Additional considerations for all Participants:

• ServiceNow allows suspended Participants to retain access to their demo
instances for the duration of a suspension.
• If and when a Participant is identified for termination, ServiceNow provides 90
days of access to demo instances to either permit the Participant to move

information or data uploaded to the instances, or buy the instances (with an
additional 30 days, beyond the official retire date, due to system processes). The
demo instances not purchased are inaccessible 120 days after the official
termination date.
• A suspension term is six (6) months – reinstatement is by Program approval only.
• If a Participant has two (2) suspensions less than 365 days apart, ServiceNow will
provide notice of Program termination.
• If a Participant has two (2) warnings less than six (6) months apart, the Participant
will be suspended.
Accountability Matrix - Certification and Voucher Fraud

Maintaining the integrity and value of ServiceNow certifications is not only expected by
our customers, but is required to maintain the overall quality of our ServiceNow
ecosystem. Certification and Voucher Fraud includes, but is not limited to:
• The transferring or selling of vouchers.
• Use of vouchers by an individual other than the specific person who completed
the training in which the voucher was obtained.
• Cheating on or assisting others to cheat on certification exams.
• Recording or otherwise capturing exam questions for any use.
• Misrepresenting your certification status to the public
Participants and their employees who have been identified committing certification or
voucher fraud will be subject to the consequences identified in the Accountability
Matrix – All Partners set forth in this Guide, plus the additional consequences in the
following table:

Segment Offense Additional Consequences
Registered Offense #1 • Offender(s) certifications revoked and blocked from Now Learning
• Removal of training benefits while in suspension
• Remediation plan from Participant
• Future testing occurs at testing centers only
Specialist/Premier Offense #1 • Offender(s) certifications revoked and blocked from Now Learning
Specialist/Premier Offense #2 • Offender(s) certifications revoked and blocked from Now Learning
• Removal of training benefits while in suspension
• Removal from Authorized Training Partner program
• Removal from Partner Internal Training Specialist program
Elite Offense #1 • Offender(s) certifications revoked and blocked from Now Learning
• Future testing at testing centers only
• Removal of training benefits
• Removal of training benefits
Additional considerations - certification or voucher fraud offenses accumulation matrix
Offense Description
1 - 3 people with no collusion Three individual people or group of three within six months triggers
impact based on Accountability Matrix set forth in this Guide
3 - 10 people with collusion One offense triggers impact based on Accountability Matrix set
forth in this Guide
> 10 people with collusion One offense triggers impact based on Accountability Matrix set
forth in this Guide


Partner Program Guide - April 3 2022

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Partner Program Guide - April 3 2022

Uploaded by

Copyright:

Available Formats

ServiceNow Partner Program

--ServiceNow Confidential Information--

--ServiceNow Confidential Information--

--ServiceNow Confidential Information--

--ServiceNow Confidential Information-- 1

Partner Code of Conduct

--ServiceNow Confidential Information-- 2

--ServiceNow Confidential Information-- 3

Mergers and Acquisitions

--ServiceNow Confidential Information-- 4

Partner Assessment Overview

--ServiceNow Confidential Information-- 5

Participant’s Responsibility Relating to ServiceNow Confidential

--ServiceNow Confidential Information-- 6

Minimum Level Qualifications

--ServiceNow Confidential Information-- 7

Partner Success Center

Partner Enablement Materials

--ServiceNow Confidential Information-- 8

Eligible for Joint

--ServiceNow Confidential Information-- 9

Partner Finder Listing on ServiceNow Website

Eligible to Apply to Sponsor ServiceNow Events

Education Training Discount

Strategic Business Planning and Review Eligibility

--ServiceNow Confidential Information-- 10

Access to ServiceNow Now Learning

Program Segment Press Releases

Program Segment Badge

Eligible for Partner Award Badge

Early Adopter Pilot Program

--ServiceNow Confidential Information-- 11

Reference Customers on ServiceNow Website

Participation in Joint Sales and Marketing Planning

Eligible for Joint Customer Activities – Webinars or Training Events

Access to Partner DemoHub

Access to Partner Marketing Center

--ServiceNow Confidential Information-- 12

--ServiceNow Confidential Information-- 13

Offense #2 Termination Permanent

Specialist & Premier Participants

Offense #2 Suspension 6 months • Removal from Partner Finder After 1 year

Offense #3 Termination Permanent

Offense #3 Suspension 6 months • Removal from Partner Finder After 1 year

Offense #4 Termination Permanent

Additional considerations for all Participants:

--ServiceNow Confidential Information-- 14

Accountability Matrix - Certification and Voucher Fraud

--ServiceNow Confidential Information-- 15

Additional considerations - certification or voucher fraud offenses accumulation matrix

--ServiceNow Confidential Information-- 16

You might also like