ServiceNow

Partner Program
Partner Program Guide
May 2023

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
CONFIDENTIAL
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
01
 OUR PARTNER
PHILOSOPHY
As Partners, we’ll create value for our shared customers.

We’ll make them smarter.

And help them work faster.

MORE CONNECTED

MORE INNOVATIVE

MORE AGILE

And we’ll strive to enable you to deliver the one thing

our shared customers’ desire.

EXPONENTIAL VALUE

Together, our work won’t just be transactional, but truly transformative.

Together, we make the world work better for everyone.

Every business has companies they love working with.

When you work with ServiceNow, you have a Partner who loves you back.

TOGETHER, WE MAKE THE WORLD WORK

The world works with ServiceNow

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
About this Guide
This ServiceNow Partner Program Guide (“Guide”) sets forth the rules and
policies that govern participation in the ServiceNow Reseller, Consulting &
Implementation, Build, and Service Provider Programs (each individually is
a “Module” and collectively the “Program(s)”).
All Program rights and benefits are subject to compliance
with this Guide in its most current version, as well as the
Module Guide that applies to each Module. ServiceNow
may update this Guide from time to time via publication on
the Partner Portal and it is incumbent upon each Partner
(“Partner”), 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
identified in a Guide do not require the publication of a new
Guide and, in such cases, ServiceNow will publish a clearly
identified Errata Addendum (“Errata Addendum”) to the
Guide via the Partner Portal to address such revisions.
ServiceNow reserves the right to administer and modify the
Program(s) referenced herein at its discretion or restrict/ deny
participation and benefits based on the published Program
rules. Notices of updates to this Guide, excluding issuance of
an Errata Addendum, will be delivered to the administrator
(primary contact) email addresses provided by each Partner
in their portal account 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 Partner) that references this Guide. ServiceNow
does not provide any warranties regarding this Guide or the
information contained herein and specifically
© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
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 any Module in 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 Affiliated Entities 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
the Partner Program.
03
Your Roadmap for
using this Guide
This Guide describes the ServiceNow
Partner Program
This Guide is divided into the following sections
for easy reference:
• Common Program benefits that are broadly applicable
and available to the Modules at various Segment levels.
• Common Program criteria that support requirements to
grow and maintain Segmentation within each Module.
• Obligations and expectations for behavior and resulting
consequences that are common to all Modules and
members.
For more information, visit the Partner Success Center
© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
Some important terms that will be used in this Guide:
ServiceNow Partner Program Guide (“Guide”)
This Guide sets forth the rules and policies that govern
participation in the ServiceNow Reseller, Service Provider,
Consulting & Implementation, and Build Programs.
“Module” and “Module Guide”
A Module is one of the defined programs in which
a Partner may participate. The current ServiceNow
Modules are: : Reseller, Service Provider, Consulting &
Implementation, and Build..
“Sub-Guide”
Sub-Guides are Module-aligned Guides that set forth the
specific benefits and requirements within the Module.
“Segment/Segmentation” and “Segment Guide”
A Segment refers to the attainment of a specific level
within a given Module.
Table of Contents Why the ServiceNow Partner Program? 1

How can the ServiceNow Partner Program benefit Partners? 2

Which Program path is the best fit? 3

Program segmentation and framework 4

ServiceNow Partner Program: Benefits overview 9

Benefits for sales and marketing 10

Benefits to build your partnership 12

Benefits to build your practice 14

Program membership fees 17

How to make the most of the Program 19

Optimizing your Partner Finder directory listing 21

Legal obligations 24

Appendix: Summary of Partner benefits 31

Appendix: Summary of mature markets 33

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
Why the ServiceNow
Partner Program?
Partnering with ServiceNow provides The Partner ecosystem is a critical contributor to
ServiceNow’s growth—not an afterthought. The new
tremendous growth opportunities. Partner Program is designed to reflect the importance of
Our total addressable market (TAM) is our Partners. We’re investing in our Partners’ growth so we
an astounding $189B, and we can’t can meet the market’s needs together.

capture that alone.

Global FY’22 Total Addressable Market (TAM)*

$54B $14B $51B $70B $189B

TAM: $189B

Creator Employee Customer Technology Total TAM

Source: TAM calculations are assessed by ServiceNow based on Gartner research, ServiceNow analysis, and additional research reports including from: Gartner Report “Forecast:
Enterprise Application Software, Worldwide, 2020-2026, 1Q22 Update”. Category included: Customer Service and Support.
For segments not profiled by Gartner spend forecast reports, our estimates leverage ServiceNow analysis as well as “IDC: Worldwide Communications Service Provider Ops and
Monetization Solution Forecast, 2020-2024,” and “Gartner: Competitive Landscape, Operational Tech Security.”

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 1
they are associated.
How can the ServiceNow
Partner Program benefit
Partners?

Stand out in a crowded market Access real co-investment Unlock meaningful benefits to
Build expertise and specialization,
dollars help increase growth
then showcase those achievements Co-sell and co-deliver—no matter the Unlock benefits and resources to drive
on Partner Finder path, we’re investing in our Partners to demand, capture more customer
reflect our shared commitment opportunities, and accelerate growth

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 2
they are associated.
Which Program path
is the best fit?
The ServiceNow Partner Program is designed to be straightforward and deliver
prescriptive guidance about what success looks like in our Partner ecosystem.
We understand that our Partners need to create differentiation in the market and discover individual paths to success.

Depending on the Partner’s practice, Partners can join one Program or take advantage of all four with new
opportunities to expand. It’s up to each individual Partner!

Consulting & implementation Program More Opportunities to Grow

(formerly Services Program)
Participants in the Consulting &
Implementation (C&I) Partner Program
deliver implementations for the Now®
Platform, including consulting, transformation,
deployment, offering creation, adoption,
and ongoing operational support.
Built On and Built With ServiceNow
Qualified Participants will have additional opportunities to
nominate ideas for evaluation and accreditation in the
exclusive:
• Built On ServiceNow Program (available to Build Module
Participants)

Reseller Program (formerly Sales Program)
Participants in the Reseller Partner Program
market and resell ServiceNow products
and services. We will invest in our Partners’
businesses through various benefits to
enable, motivate, and reward Partners for
their commitment to the Program.
• Built With ServiceNow Program (available for C&I and SP
Module Participants)
These Programs promote high-value offerings and solutions.
Eligible Partners nominate assets for consideration, and,
upon acceptance, we work together from ideation to
build, packaging, and go-to-market (GTM) activities—all to
create new value for our customers.

Service Provider Program This Guide is intended to apply to all Modules within the
Program. For Partners accepted to participate in a Module,
Participants in the Service Provider (SP)
the terms set forth in the applicable Program Module Guide
Partner Program deliver as-a-service and
for that Module also govern participation in that Module.
managed services on top of the ServiceNow
platform to drive customer success at scale.

Build Program
(formerly Technology Program)

Participants in the Build Program drive

success at scale by building and distributing
apps or integrations (apps) on the
ServiceNow Platform to integrate customers
with ServiceNow or expand new revenue
streams.

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 3
they are associated.
Program segmentation
and framework

The 3Cs: Our guiding principles

As of March 6, 2023, the ServiceNow Partner Program will focus on three primary categories to define Partner success and
positive customer outcomes: Competency, Capability, and Customer Success—the “3Cs.” Differentiating growth in these
three primary areas will support Partner growth in respective Modules.

Competency
ServiceNow product
and solution knowledge

Capability Customer Success

Market creation Customer value realization
and GTM capability

The 3Cs represent growth stages and are called criteria in the ServiceNow Partner Program. All Segments in the ServiceNow
Partner Program are designed to reward growth in the 3Cs, improve customer outcomes, and increase revenue streams.
Each Segment determines the benefits Partners will receive. The more growth created in the 3Cs categories, the greater
the benefits. The Partner Portal dashboard clearly defines the criteria required to migrate among Segments in each
Program Module.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 4
they are associated.
The 3Cs: Putting your partnership in context

Competency: Capability: Customer Success:

Creating market value through training,
attaining certification, and driving
skills-based market differentiation.
Having Partners achieve and maintain
the appropriate count and level of
qualified, skilled, and certified resources
to deliver customer success and value
is the foundation of Competency.
• ServiceNow product and solution
knowledge
• Skilled resources in specific roles
• Continued training to attain required
certifications and accreditations
Measured across various criteria but
heavily focused on driving market
expansion, retaining customers and
customer revenue, and managing all
business aspects in a highly visible and
accountable manner.
• Market creation
• GTM capability
• Ability to execute and deliver
Program routes to market (RTM)
(Reseller, C&I, or Build Program
Modules)
All success is measured in Customer
Success, which happens when a
customer begins to see a return on
their investment, and Partners deliver
exceptional customer experiences and
show entrepreneurial performance.
• Customer begins to see a return on
their investment
• Partner delivers solutions and
exceptional customer experiences
• Partner shows entrepreneurial
performance indicators
° Customer sentiment
° Application usage
° Retention rate

As Partners invest in their growth, they will gain success in
the 3Cs and the Program. Partners who grow in these three
areas reinforce the value we provide today and highlight
the enhancements we will offer in the future. Our Programs
provide additional benefits as Participants grow in the 3Cs.
That’s not the headline, though.
The 3Cs are simply a solid business plan. A plan that clearly
defines measurable, intentional, and attainable goals that
will propel our Partners toward the next Program Segment.
Progression to a higher Segment creates growth for our
Partners, and that growth is rewarded by the Program.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 5
they are associated.
Program Segments
Participants can engage with ServiceNow at a level
The Segments for the “Build” Program Module are:
representing their organization’s commitment to the
Program. Our Program Segments reward Partners for • Registered • Advanced Platform
pursuing growth across the 3Cs. Partners advance through • Platform
each Segment based on criteria such as:

• Certified/accredited resources We also recognize an additional “Strategic Platform”

Segment, which is available for Participants that meet all
• Areas of expertise
the Strategic Platform Segment criteria and the following
• Customer deployments characteristics: deep industry domain expertise; digital
• Customer references transformation skills, including business process re-
engineering and organizational change management;
By evaluating each Program Module against its specific
global scale; potential for and commitment to specified
criteria, we can better measure Partners against their
sales revenue achievement; and CEO-level commitment
particular role in the ecosystem and provide them with
to a ServiceNow practice. The attainment of these
more meaningful and targeted incentives.
characteristics is reviewed annually.

The Segments for the Reseller, SP,
and C&I Program Modules are:
• Registered • Premier
• Specialist • Elite
We also recognize an additional “Global Elite” Segment,
which is available for Participants that meet all the Global
Elite Segment criteria and the following characteristics:
deep industry domain expertise; digital transformation
skills, including business process re-engineering and
organizational change management; global scale;
potential for and commitment to specified sales revenue
achievement; and CEO-level commitment to a ServiceNow
practice. The attainment of these characteristics is
reviewed annually. In addition, acceptance into the Global
Elite Segment will be determined based on the following
additional factors:
In addition, acceptance into the Strategic Platform
Segment will be determined based on the following
additional factors:
• Market opportunity must be quantifiable in each area
and TAM geography
• Executive sponsorship
• Sales plan
• Availability of ServiceNow resources
These Segments form the foundation of advancement
in each Program Module. Each Segment is designed to
represent a subset of Partners that share similar attributes
(e.g., annual revenue, certified resources, and/or breadth
and depth of expertise). Each of these Program Segments
is vitally important to ServiceNow, and each will enjoy
benefits tailored to Segment status.

• Market opportunity must be quantifiable in each area

and Total Addressable Market (TAM) geography
• Executive sponsorship
• Sales plan
• Availability of ServiceNow resources

For more information see here.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 6
they are associated.
Our new Program framework

Built With ServiceNow Offering Built On ServiceNow Solution

Partners who develop implementation service(s) Partners who use solutions and experience with
that drive net-new ServiceNow product revenue. the Now platform® or products to bring
subscription-based solutions to market.
Differentiation through Expertise

Competency
ServiceNow product
and Specialization

and solution knowledge

Capability Customer Success

Market creation Customer value realization
and GTM capability

Advanced
Registered Specialist Premier Elite Global Elite* Registered Platform Strategic Platform*
Platform

Reseller Partner Program

Public Sector

Service Provider Partner Program Build Partner Program

Consulting & Implementation Partner Program

ServiceNow Partner Program Modules

*These segments exist with the highest level of criteria for our most exclusive and strategic partners.

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they are associated.
For Partners with membership in more than one Program
Partner participation is unique to each Program Module.
Performance will be evaluated in each Program Module
discretely. Therefore, a Partner’s Segment can vary across
Programs. For example, one can be an Elite Segment
member in the Reseller Program and at the same time
be in the Specialist Segment in the C&I Program. The
new dashboard allows you to see your standing in each
Program Module based on the 3Cs. For newly onboarded
Partners: Registered Segment Participants should note that
they must transition to a more mature Segment within 24
months of onboarding to remain in the Program.
The Partner Program Segmentation framework sets forth
clearly defined goals and timeframes to propel Partnership
forward. More details are identified further in this Guide.
Inherently, the path to success for a Build Program
Participant may look different than the path for an
SP Program Participant. We’ve clearly defined the
expectations and paths to success for each Module.
When those expectations are met, Partners will be
rewarded with meaningful benefits—it’s a two-way street.
A well-defined journey
Acceleration happens after Partners have established their
initial Registered Segment status. Using the clearly identified
3Cs criteria outlined in the Guide for each Program,
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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
Partners will find a clear and attainable path to growth and
maintaining a profitable Segment status.
Reseller, SP, and C&I Partners follow a prescriptive and
predictable Segment path. Registered, Specialist, Premier,
and Elite Segments have unique benefits and expectations
designed to support our Partners’ GTM approach and
desired outcomes.
Build Partners follow a prescriptive and predictable
Segment path. Registered, Platform, and Advanced
Platform Segments have unique benefits and expectations
designed to support Partner GTM approach and desired
outcomes.
This Guide is intended to apply to all the
ServiceNow Partner Programs. For Partners
accepted to participate in a specific Module, the
terms set forth in the applicable Program Module
Guide also govern participation in that Module.
The terms of the applicable Agreement between
each Partner and ServiceNow will supersede and
control of the terms in any Guides.
General Program questions or additional
information can be obtained by submitting an
inquiry on the ServiceNow Partner Portal.
8
ServiceNow
Partner Program: Benefits
Overview
This inventory of benefits has varying applicability based on each specific
Program Module and Segment. Please review the appropriate individual
Module Guides for specific availability and values.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 9
they are associated.
Benefits for sales
and marketing
New Partner Development Fund access
Members of various Program Modules may be eligible to
co-invest in the Partner Development Fund (PDF). Various
Segments in the Reseller, SP, C&I, and Build Program Modules
will be able to benefit from co-investment opportunities,
such as marketing programs, demand and lead generation
opportunities, and general joint GTM activities.
ServiceNow Partner badge eligibility
Enhanced
Partners in good standing are encouraged to use the
ServiceNow brand to promote their Module and
Program membership. Badges are provided to Partners that
have attained Segment status above Registered. Badges
can be used on advertisements, websites, customer
communications, and other marketing materials. Partners
that are permitted to resell, implement, or operate as an
SP may only advertise within their approved, Reseller, SP, or
C&I Territory, as applicable. Additionally, accomplishment
badges may be granted through the Built On ServiceNow
and Built With ServiceNow Programs. Only authorized
Partners that have achieved the requirements for a specific
badge are permitted to use badges.
In all cases, Partners must always comply with the current
version of the ServiceNow trademark usage guidelines
and the ServiceNow Partner Program brand guidelines—
available on the ServiceNow Partner Portal.
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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
Enhanced ServiceNow Deal Registration access
Deal Registration is designed to promote the investment
made by a Partner that is proactively engaging with a
customer and influencing the sale of ServiceNow products
when value-selling and leading with ServiceNow solutions.
By registering a deal in the Deal Registration tool, the
Partner is eligible to receive limited time protection and/or
financial benefits in accordance with the Deal Registration
Terms and Conditions. Deal Registrations are initiated by
entering information about the transaction in the Deal
Registration tool accessed through the Partner Portal.
Enhanced Elevated status on ServiceNow Partner Finder
Starting in Q3 of 2023, Participants who have attained
maturity above the Registered Segment in one or more
Program Modules will be granted a profile on the Partner
Finder page on the ServiceNow website. The listing includes
information relevant to each Partner, including capabilities,
overall customer satisfaction survey (CSAT) score, Territory,
Program Segment, product expertise, and other applicable
information. Registered Partners are not listed in Partner
Finder but are displayed in the comprehensive list of
Partners.
10
Deal referral access
A referral fee or referral credit is a benefit offered to
all Participants. The referral fee is provided through
compensation or Segmentation credit accrued by
registering net-new opportunities that the Partner is then
willing to defer to ServiceNow for pursuit. The terms of
referral fees and credits are in accordance with the Deal
Registration Terms and Conditions.
Press release templates
To support Partner marketing efforts, ServiceNow provides
Participants that have attained Segment status above
Registered with press release templates to communicate
news. These templates range from Segmentation and
Product Line Achievements (PLAs) to successful inclusion in
the Built On ServiceNow and Built With ServiceNow Programs.
Please reference the press release guidelines found in the
marketing tab on the ServiceNow Partner Portal.
Promotion of Customer Success Stories
As a requisite 3Cs activity, the collection of Customer
Success Stories provides Partners brand recognition and
creates customer confidence for future deal activity.
Customer Success Stories should be submitted using the
online form provided.
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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
ServiceNow Partner Marketing Center access
All Partners are encouraged to visit the Partner Marketing
Center (PMC) to capitalize on the latest ServiceNow
marketing campaigns. The PMC is designed to enable
Partners to execute co-branded campaigns simply, quickly,
and cost-effectively. Campaigns and assets that are
eligible for use and co-branding may vary. Partners can
access the PMC through the ServiceNow Partner Portal.
Sponsorship of ServiceNow events
Partners are eligible to sponsor ServiceNow events of
varying levels and scope. All sponsorship requests are
accepted at the discretion of ServiceNow; eligibility does
not guarantee sponsorship; requirements may vary for each
event. Currently, sponsorship requirements for Partners vary
by region.
For information on sponsorships, navigate to the marketing
tab on the ServiceNow Partner portal for more details.
Events currently eligible for sponsorship (subject to change):
• ServiceNow Sales Kickoff (with requirements)
• World Forum events
• Knowledge sponsorships
• ServiceNow User Groups (“SNUG” s) (not available to
Registered Partners)
Note: SNUG sponsorship opportunities only exist in North
America. North America (United States of America and
Canada) SNUG attendance restrictions apply for non-
sponsoring Partners. Partners that are also ServiceNow
customers may attend SNUG events, however, they are
restricted from soliciting business if they are not a sponsor.
Reference the Partner SNUG FAQ more information on
SNUG sponsorship.
11
Benefits to build
Partnership
Enhanced ServiceNow Partner Portal
ServiceNow provides Program benefits and
communications through the Partner Portal, which is our
collaborative digital gateway to all the information our
Partners need to be a success with ServiceNow!
The Partner Portal is designed to be intuitive and help
Partners navigate to relevant content, actions, and insights.
The Partner Portal is the most effective resource to get
Program updates, communications, promotions, sales
enablement, and marketing content collateral that can
help Partners develop their business.
Access to ServiceNow resources
All Participants who attain Segments of Specialist or higher
will have shared and, in some cases, dedicated access
to ServiceNow resources based on Segment and Program
Module. These resources may include partner account
Management, technology solution consultants, technology
strategists, product line specialists, marketing, Partner Ops/
Concierge, and enablement resources. Additionally, as
Partners develop, grow, and mature their practice, Partner
development resources may be available to support their
unique needs. The alignment and access available are
commensurate with Segmentation maturity and Module
type. The individual Module Guides provide specific details
on resource availability and access.
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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
Partner Advisory Council membership eligibility
The Partner Advisory Council (PAC) is an invitation-
only advisory board within and across various regions.
Members are chosen to provide ServiceNow with an
effective feedback mechanism to learn about the needs,
expectations, and concerns of our Partners. Each PAC
comprises members intended to represent their region. This
helps ensure actions have a scalable benefit across the
region that serves all requisite Partners. The input of PAC
members is only advisory and is voluntary. ServiceNow
may elect to act on any feedback in its sole discretion.
Regardless of PAC status, any Partner may always provide
feedback to ServiceNow.
Partner awards eligibility
Partners are eligible to be considered for regional and global
annual awards. Awards include, but are not limited to:
• Partner of the year
• Built With ServiceNow Partner of the year
• Built On ServiceNow Partner of the year
Award recipients earn a digital badge on their Partner
Finder profile page displayed on servicenow.com, as well
as one that can be used on marketing materials.
Partner Finder is the ServiceNow tool that helps customers
use search criteria to look for the Partners that are the best
fit for their business.
12
Partner communications ServiceNow Partner Success Center

Participants receive regular communications in the form The Partner Success Center (PSC) is a one-stop hub for
of newsletters, emails, and relevant Partner information Partner sales and delivery teams to quickly find up-to-date
shared through the Partner Portal or other methods. content. The PSC provides context and guidance about
Communication topics vary and may include: available content, allowing Partners to follow and receive
recommendations about content that is important to them.
• Partner Program notifications and updates
The PSC provides Partners and their teams with information
• Upcoming strategic events and invitations that can effectively engage their customers and prospects.
• Product launches and new releases Sales and marketing materials, demos, and more are on the
PSC. The content is frequently updated to ensure current
• Partner webinars
documentation is easily accessible.
• Certifications, accreditations, and training

• ServiceNow announcements and initiatives

• Marketing tools, content, and resources

Partner Newsletter

The Partner Newsletter provides current updates to

accreditation, market approaches, and new opportunities
to enable Partners to advance their business in the
ServiceNow ecosystem.

Partner Concierge Support Center

Participants receive support five days a week, 24 hours

a day through the Partner Concierge Support Center.
In addition to the monitored ticket management, chat
capability, and phone support provided by our Concierge
Service during the work week, Partners also have access
to enablement and self-service information 24 hours a day,
seven days a week. Support topics include:

• Access issues

• Program clarification

• Fees

• Policies

Tickets raised by Partners can expect a response in 24–72

hours.

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they are associated.
Benefits to build a
ServiceNow practice
New Partner instance access
ServiceNow Partner instances are granted to all ServiceNow Program Participants for ongoing training, product familiarity,
and providing demonstrations to customers. ServiceNow provides four different instance types for Partners to use.

Instance usage types

Deal pursuit/ Develop and test Develop for
Partner type User training
proof of concept solutions ServiceNow Store
Reseller
Service Provider Developer Evaluation Demonstration N/A
Consulting & Implementation instance1 instance2 instance3
Build Vendor instance4

Instance requirements:

1. Developer instances may be used by all Participants for user training. Each user can request a single developer
instance, which will be decommissioned automatically after 21 days of no usage.

2. Evaluation instances may be used by all Participants in deal pursuit or proof of concept with an end customer
or opportunity. An unlimited number of evaluation instances can be requested and customized for each pursuit
or opportunity. Partners can request instances through their ServiceNow Solution Consultant; instances will be
decommissioned automatically 60 days after creation.

3. Demonstration (demo) instances may be used by all Participants to develop and test internal Participant solutions. The
number of demo Instances provisioned to Participants is dependent upon their Program Segment (see above chart)
and can be requested through the Partner Concierge Support Center through the support tab in the Partner Portal.
Demo instances will be decommissioned automatically following nine months of inactivity.

4. Vendor instances are for Build Participants only and are used to develop and test new ServiceNow Store applications
and integrations (apps). The number of vendor instances is outlined in the chart above.

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1. Reseller, SP, and C&I Program allowances
Type of Instances Registered Specialist Premier Elite Global Elite
Primary Associated Primary Associated Primary Associated Primary Associated Primary Associated
Demo Instances Entity Entity Entity Entity Entity Entity Entity Entity Entity Entity

2 1 4 2 5 3 6 4 5 5

2. Build Program allowances

Advanced Strategic
Type of Instances Registered Platform Global Elite
Platform Platform
Primary Associated Primary Associated Primary Associated Primary Associated Primary Associated
Vendor Instances Entity Entity Entity Entity Entity Entity Entity Entity Entity Entity

2 2 4 2 10 5 10 5 10 5

ServiceNow Partner instances are granted to all ServiceNow Program Participants for ongoing training, product familiarity,
and providing demonstrations to customers. ServiceNow provides four different instance types for Partners to use.

Instance requirements: Partner instance allowances continued:

1. Developer instances may be used by all Participants for
user training. Each user can request a single developer
instance, which will be decommissioned automatically
after 21 days of no usage.
2. Evaluation instances may be used by all Participants in
deal pursuit or proof of concept with an end customer
or opportunity. An unlimited number of evaluation
instances can be requested and customized for each
pursuit or opportunity. Partners can request instances
through their ServiceNow Solution Consultant; instances
will be decommissioned automatically 60 days after
creation.
3. Demonstration (demo) instances may be used by all
Participants to develop and test internal Participant
solutions. The number of demo Instances provisioned to
Participants is dependent upon their Program Segment
(see above chart) and can be requested through the
Partner Concierge Support Center through the support
tab in the Partner Portal. Demo instances will be
decommissioned automatically following nine months
of inactivity.
4. Vendor instances are for Build Participants only and
are used to develop and test new ServiceNow Store
applications and integrations (apps). The number of
vendor instances is outlined in the chart above.
If a Participant transitions to a lower Segment within a
Module, any demo instances in excess of the quantity
allowed at the lower Segment will be decommissioned. If a
Partner terminates membership in all Program Modules all
provisioned demo instances will be decommissioned.
“Primary Entity”
An entity enrolled in the ServiceNow Partner Program
that identifies as a global representation of regional
affiliates. Program Segmentation status will be based on
the aggregated “3Cs” attainment of the Primary plus all its
affiliates that join the Program and become “Associated
Entities” of the Primary (as defined below). In the event no
affiliates of the Primary join the Program, there will be no
aggregation.
“Associated Entity”
An entity enrolled in the ServiceNow Partner Program
that is either (i) an entity directly or indirectly Controlling,
Controlled by, or under common Control of a Primary
Entity, where “Control” means the beneficial ownership of
more than 50% of the issued share capital of a company
or the legal power to direct or cause direction of the
general management of a legal entity; or (ii) an entity that
has a material contractual, ownership, or management
relationship with a Primary Entity, pursuant to which the
business of such entity is managed on a coordinated basis
with the business of the Primary Entity (e.g., a network of
firms that do business under the same trade name).

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 15
they are associated.
Access to the ServiceNow DemoHub
We ask that our Participants be well-versed in ServiceNow
capabilities and messaging. On the pre-sales side,
Partners must accurately and consistently tell our story in
accordance with ServiceNow standards and materials.
Preconfigured showcase demo content is now available
on the DemoHub to all Participants through the Partner
Portal. Providing Partners with this content for application
helps create better alignment with ServiceNow sales teams,
ensure that our customers hear consistent messaging, and
enable Partners while demonstrating ServiceNow content
that is aligned with their training.
Early Release access
Early Release access is a benefit that allows Participants
to upgrade to a ServiceNow new release before
market launch. It gives Partners the opportunity to take
advantage of new features on sub-production and
production environments before general availability. This
benefit provides advance knowledge of new features
and capabilities that Partners can use to advance
their practices, offerings, and solutions. Partners can be
nominated by their Partner manager, or self-nominate, to
participate in early availability by release.
No-cost Now Learning® access
In support of the Rise Up with ServiceNow program,
all Participants in the Program have access to Now
Learning and can access a multitude of on-demand
courses for free. Now Learning is the ServiceNow learning
platform, providing customers and Partners with access
to ServiceNow traditional training courses, as well as on-
demand courses. On-demand access to a wide variety
of training courses is available on Now Learning, offering
Partners the ability to expand an existing skill set or preview
other products and their functionality. For more information
about Now Learning, please review the Certification
Journey guide.
Partner Enablement Body of Knowledge
The Partner Enablement Body of Knowledge (PENBOK) is a
self-service, end-to-end business methodology designed
to help Participants build and mature their ServiceNow
practices. This provides Participants the context, step-by-
step instructions, insights, and prescriptive guidance they
need to help them make informed business decisions,
develop business strategies, and meet their ServiceNow
business objectives.
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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
ServiceNow Community and forums
ServiceNow has a robust Community and engaging
Developer Forum. All Partners in good standing can
participate in our discussion communities or join the
ongoing forum discussions to ask or answer questions
about ServiceNow. The ServiceNow Community is a great
resource for learning, connecting, and helping Partners
grow their business while enhancing capabilities and
relationships.
ServiceNow Partner technical webinars
Whether delivered live or as an on-demand recording on
the PSC, all Partners can avail themselves of continuous
learning opportunities by watching our timely technical
webinars.
ServiceNow training discounts
ServiceNow offers Participants a discount on training to
offset the cost of fulfilling Program training and certification
requirements. The training discount applies to in-person and
virtual-classroom training only—it does not apply to private
classes.
All Participants who attain Segment status above
Registered are eligible to receive a 50% discount on public
instructor-led courses and certification vouchers.
For Registered Partners only
Registered Partners can receive a one-time (first purchase
only) discount on training and certification products.
Discounting is as follows:
Option 1
25% off $14–22K total purchase
Option 2
35% off $22,000.01+ total purchase
Other terms and conditions: Discounts do not apply to private
classes. Purchase must be on a single order form or purchase order
to grant non-standard pricing. Training will expire if not completed
within 12 months. All other training will be at standard Partner rates
based on Partner Program Segment and designated benefits.
Training can only be purchased using Learning Credits.
For more information about ServiceNow training and
certification, please review the ServiceNow Training &
Certification Page. For more information or to submit
questions, contact ServiceNow training training@
servicenow.com.
16
Program
membership fees
Investing in the success of ServiceNow Partners

Providing high-value benefits and services while enhancing Annual renewal fees are dependent on the Program
the processes and resources used to support our Partners Module(s) in which each Partner is enrolled. The due date
requires investment. Accordingly, ServiceNow is asking of the renewal fee is the anniversary date of the Partner’s
Participants in various Program Modules to team with initial fee payment for the relevant Program Module.
ServiceNow and invest in themselves by sharing some of Non-payment of fees will lead to the removal of benefits
these costs. A fee structure has been created that will and, up to and including, termination from the Program.
support reasonable investment in mature markets and
Table 1 outlines the fee structure for Participants in the C&I
encourage global growth in other markets* (see Appendix
Program Module.
for a current list of mature markets, which is subject to
change upon notice by ServiceNow). This fee structure Table 2 outlines the fee structure for Participants in the Build
is calculated based on differentiation between Primary/ Program Module.
Associated entities, Partner Segments, regions, and Partner Table 3 outlines the fee structure for participants in the
Programs. Global Elite Segment.
It is important to note that Participants with Associated Note – currently, membership fees do not apply to the
Entities (as defined below) have a differentiated fee Reseller and SP Program Modules.
structure.
Note – Participants in multiple Program Modules listed
Fees are charged per Partner entity (Primary or Associated) below are required to pay the appropriate fee structure for
registered with ServiceNow, with each registered Partner each Module and Segment status.
entity being charged a regionally tailored fee based on
Program Segment status will be attributed to the
its registered jurisdiction. For the avoidance of doubt, no
Primary entity and will be based on the aggregation of
additional fees are charged for each additional jurisdiction
3Cs attainment of the Primary and Associated entities
where a Partner entity does business (i.e., approved territories).
combined.
As a matter of good practice, each Partner’s account
administrator will need to regularly review and update
their company’s business information. Partners can access
their profile in the Partner Portal where they can also see
current status and understand what information needs to
be updated. Some additional documentation may be
required to verify information needed for this transition.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 17
they are associated.
Program membership fees

Table 1 – Consulting & Implementation Program fee structure

Segment Primary entity fee Associated entity fee

Elite $10,000 $1,000

Mature Premier $7,500 $1,000

markets Specialist $5,000 $1,000
Registered $1,000 $1,000

Segment Primary entity fee Associated entity fee

Elite $7,500 $750

All other Premier $5,625 $750

markets Specialist $3,750 $750
Registered $750 $750

Table 2 – Build Program fee structure

Segment Primary entity fee Associated entity fee

Strategic Platform $15,000 $5,000
Advanced Platform $10,000 $5,000
All markets
Platform $5,000 $5,000
Registered $5,000 $5,000

Table 3 – Global Elite Program/Segment fee structure

Segment Primary entity fee Associated entity fee

Mature Global Elite $25,000 $1,000
markets

Segment Primary entity fee Associated entity fee

All other Global Elite $18,750 $750
markets

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 18
they are associated.
How to make the
most of the Program

Be aware of Program status Segments and transitions

Program Participants can track their achievements and
progress against Program criteria within the Partner Program
using the Partner dashboard available on the Partner Portal.
The “progress bar” on the dashboard will enable Partners to
easily understand their current status and the steps needed
to reach the next level.
Currently enrolled Partners
Registered Segment Participants in the Reseller, SP, and C&I
Modules who did not auto-enroll on March 6, 2023 (any
Segment), and who do not meet selected Module criteria
will be offboarded from the relevant Program Module at
the end of the transition period (June 2024).

ServiceNow assesses Participants once a month against Refer to the relevant Module Guides for further information.
published Program criteria to determine each Partner’s Newly onboarded Partners
appropriate Segment placement. If any 3Cs criteria
Registered Segment Participants in the Reseller, SP, and C&I
minimum threshold is missed during the monthly assessment,
Modules must transition to a more mature Segment within
the Partner’s Segment status will be put “at risk.” The
24 months of onboarding to remain in the Program.
Partner will have 12 months to work toward meeting all the
minimum criteria for their current Segment before officially
being demoted to their new Segment.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 19
they are associated.
For Partners that have attained status above Registered:
If a Participant does not meet the prescribed criteria to
sustain a Segment status, it will retain Segment status for 12
months, providing a grace period to work toward criteria
attainment. If attainment is not accomplished within 12
months, Partners will be transitioned to the lower Segment.
If a Partcipant is demoted to the Registered Segment, they
will have 12 months to complete the actions necessary
to transition back to the next higher Segment. If this is not
achieved, the Partner’s membership in that ServiceNow
Partner Program Module will be terminated.
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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
When a Participant in a specific Module is at risk of
transitioning to a lower Segment, ServiceNow will notify the
primary contact (as designated by the Participant in the
Partner Portal) by email that they do not meet their current
Segment’s requirements.
This email notice will be provided at the initial decrease
in 3Cs achievement and follow-up notices will be sent at
90-, 60-, and 30-, day intervals before the Participant is
transitioned to a lower Segment.
ServiceNow reserves the right to audit a Program Participant
at any time by validating their performance against this
Program Guide, the applicable Module Guide, and the
Partner Code of Conduct.
20
Optimizing your Partner
Finder directory listing
Thousands of businesses search the Partner Finder directory each
month. Here’s how to attract them.

Ensure Partner Finder listing is up to date
Partner listings are automatically created when a Partner
joins the ServiceNow Partner Program. Partners should
ensure its globally appointed administrator checks the
listing and confirms it is accurate and up to date.
Note: To be eligible for a listing and keep it active, Partner
Program Participants need to achieve and maintain a
Specialist, Platform, or higher Partner Segmentation status in
one or more of the Partner Program Modules.
Partners can adopt and evangelize the 3Cs framework to
shine a brighter light on their Partner Finder listing.
ServiceNow uses the 3Cs Partner assessment criteria to help
determine a Partner’s standing in qualifications, expertise,
and industry leadership within the context of ServiceNow
business activity.
These criteria are built into an algorithm and are designed
to eliminate guesswork when comparing Partners within the
ServiceNow ecosystem—well-defined criteria allow for an
open, consistent, and objective evaluation of our Partners.
This model is designed to respect our Participants’
investment in the ServiceNow ecosystem and to provide
indicators of a continued, or in some cases, strengthened
business alignment.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 21
they are associated.
Best Practices
Expertise designation:
Product Line Achievement Framework
SP, C&I, and Global Elite Participants can showcase their
expertise through the growth and accumulation of Product
Line Achievements (PLA).
PLA is defined across three attributes:
• Skills: certified lead app consultant and geographically
aligned skilled resources
• Experience: deployment experience
• Success: customer success
Skills: Ensuring that all deployments are led by a Lead
Application Consultant with a CIS certification for the
respective application being deployed. In addition, the
practice must maintain a specified number of certified
individuals in the respective product line and geographic
area (geo). Please refer to the Deployment Management
Guide here for more details.
Experience: Deployment experience is accomplished
by using the Deployment Registration tool on the Partner
Portal. Participants are required to have a minimum of three
(3) completed product line deployments within respective
geographies and each deployment must have a minimum
of one (1) critical application. More details on critical
applications here.
Success: Ensuring a track record of delivering great
customer experiences and maintaining a high level of
customer success showcased through an average CSAT
rating of 4.2 or higher.
Although PLAs are not a defined requirement, it is highly
encouraged for SP, C&I, and Global Elite Participants to
attain and showcase their product expertise with the
intention to create clear differentiation, achieve high-value
benefits, and raise visibility in specific Product Line areas.
There is a strong correlation between PLA attainment
and business growth for Partners, particularly those in the
implementation GTM motion.
PLAs have been created in such a manner that global,
regional, multi-workflow, and “boutique”-focused
Participants have a level playing field to accomplish,
differentiate, and be recognized via prescriptive,
quantifiable criteria. For more details see the Partner
Success Center.

Expertise designation: Product Line Achievement requirements

Assessment
Product Line Achievement requirements AMS EMEA APJ
checkpoint

Skills: Lead app consultant must have a CIS certification for

  
the respective application being deployed

Experience: Completes the required number of deployments

1. Deployment Record in respective geographies. Deployments must have a 3 3 3
minimum of one critical application

Success: Completed deployments must meet the average

4.2 4.2 4.2
CSAT score requirement

Meets the required number of product line-certified

2. Partner practice 5 3 3
individuals within the respective geographies

*Participant who attains PLAs in respective product lines across all three geographies: AMS, EMEA, and APJ, will receive the Global PLA recognition.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 22
they are associated.
PLA assessment: Partner-led deployments and subcontracting recognition

Step 1 Step 2

PLA
Partner
Deployment Deployment PLA Credit PLA Recognition
Practice
Registration Assessment (Y/N) Attanment on Partner
Resources
Finder

Three (s) deployments

with PLA credit will allow
Partner to move to the
next checkpoint

All product line assessments are aggregated at the Primary Entity level and the recognition is given at the customer
geography as denoted on the Deployment Record. The evaluation window is based on a 12-month lookback period.

PLA assessment is a two-step process.

Step 1: At the time of deployment registration, the following
requirements are assessed:
• Each deployment has a certified lead app consultant
for the respective critical application being deployed.
The certified lead app consultant must have all the
certifications/micro-certifications indicated here. The
certified lead app consultant can be from the Prime
Partner or the Subcontractor.
• Each deployment must receive an average CSAT score
of 4.2 or higher. Please refer to customer satisfaction
detail of the C&I Module Guide for additional details.
• Each deployment must include a minimum of one (1)
critical application. Please refer to the Critical App Guide
for more details.
Please refer to the Deployment Management and Survey
Process Guide for details on deployment registration and
the Subcontracting FAQ document for more information.
Step 2: The Partner practice resources in the respective
geographic area will be assessed during this step. If
Participant(s) has the required number of Partner practice
resources indicated here then they will be awarded the PLA
for that respective product line and geographic area.
If one or more of the PLA requirements underperforms the
defined requirement (e.g., number of certified resources)
the PLA is considered at risk. At this point a six (6)-month
grace period will begin. This will happen with every
requirement during every assessment period.
Partner in Good Standing definition
Participants will need to remain in “good standing”
(in compliance with all terms of the Agreement and
applicable Guides) to keep their PLAs. More than three (3)
escalations will result in the removal of PLA and associated
benefits. Please refer to the Partner Code of Conduct for
more details and Deployment Management Guide for best
practices.

Every deployment record that meets Step 1 requirements

will count towards PLA credit. Once three (3) such
deployments meet the requirements above in the
respective product line & geographic area (geo), step 2 will
commence.

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 23
they are associated.
Legal obligations
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
our Partners to carry our reputation to our customers and
establish bonds of trust.
To ensure that ServiceNow creates business relationships
only with Partners that share this commitment, ServiceNow
requires that Partners read and comply with the current
Partner Code of Conduct, posted on the Partner Portal. The
Partner Code of Conduct may be updated periodically,
and Partners will be advised of updates in subsequent
Partner communications from ServiceNow which will be
provided to the primary contact established by Partners in
their Portal account.
Examples of improper use of ServiceNow Confidential
Information include, but are not limited to:
• Posting screenshots of a Partner’s performance data on
a social media platform such as LinkedIn
• Sharing of Partner Program Guides with individuals and/
or companies outside of the Partner’s organization
• Sending ServiceNow Knowledgebase article content to
individuals and/or companies outside of the Partner’s
organization
Partners should also refer to their ServiceNow PMA or
applicable Partner agreement for additional terms
regarding the treatment of Confidential Information.

Partner’s responsibility relating to ServiceNow

Confidential Information

Partners in the ServiceNow Partner Program are required

to hold in confidence and treat ServiceNow Confidential
Information in accordance with the terms set forth in
their applicable PartnerNow Master Agreement (“PMA”)
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, ServiceNow personnel, or
ServiceNow information systems including, but not limited
to, ServiceNow Partner Portal information attained from
Knowledgebase articles, Partner dashboard performance
information, and similar information. Partners shall not
disclose or use such information outside their own
organization (i.e., its employees, advisors, and contractors)
and in any public manner whatsoever.

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 24
they are associated.
Partner Territory Transacting in Public Sector
A Partner’s Territory comprises one or more countries in
Definition of “Public Sector End Customers”
which the Partner may direct its advertising and pursue
Resale or Service Provider transactions in accordance with “Public Sector End Customers” refers to the end customers
the Partner’s applicable Module(s) using the ServiceNow for those opportunities involving any national, territorial,
logo and marketing collateral, and where ServiceNow may regional or local governments regardless of jurisdiction
advertise the Partner as a member of the Program on its (including all quasi-governmental entities, public institutions,
website and other promotional materials. and wholly or partially government-owned entities or
instrumentalities) such as: government-owned or funded
Partners may request several countries as their Territory
medical and educational institutions or those entities, that,
upon application to the Program, which will form the basis
although not part of the government, must adhere to
of the business review by ServiceNow before the Partner
public procurement law, regulation, or similar procedures.
is approved or appointed to the Program. Upon approval
ServiceNow, in its sole discretion, may determine whether a
into a specific Module, ServiceNow will also approve the
customer is a Public Sector End Customer.
specific countries that form the Partner’s Territory for that
Module. The Territory may or may not comprise all the Partner responsibility to transact in the Public Sector:
countries requested by the Partner, depending on the Completion of ServiceNow Sales and Partner Compliance
Partner’s capabilities to service customers in the countries Program Tasks:
requested. A Partner may apply to update its Territory
As part of ServiceNow efforts to comply with U.S.
at any time while the Partner is in the Program, with any
Department of Justice and Securities and Exchange
updates to the Territory contingent upon approval and
Commission compliance due diligence requirements and
written confirmation by ServiceNow. Designation of a
to ensure ServiceNow Partner Program Participants share in
Territory for a Partner is further set forth in the applicable
our commitment to ethical business conduct, Participants
Agreement between ServiceNow and the Partner.
who transact with Public Sector End Customers must
ServiceNow, at its sole discretion, may terminate a Territory
complete the entire Partner Compliance Questionnaire
for a Partner as permitted pursuant to the applicable
(including the Public Sector Section), in addition to
Agreement.
acknowledging the Partner Compliance Certification.
With respect to subcontracting work, the Territory listed
ServiceNow reserves the right to alter the frequency and
on an applicable Work Order takes precedence over the
content of compliance expectations.
Territory identified in the Partner Portal.

Important note

Sales are prohibited, and ServiceNow does not pay

any fees based on opportunities submitted for end
customers located in countries and territories subject
to embargoes or other comprehensive restrictions as
found in applicable export control laws and trade
sanctions laws, including those of the United States.

Sales are also prohibited, and ServiceNow does

not pay any fees based on opportunities submitted
for end customers or individuals who are denied or
restricted by such laws (including, for example, by
being named as Specially Designated Nationals).

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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 25
they are associated.
Mergers and Acquisitions
Some merger and acquisition (“M&A”) activity of Partners
is supported by ServiceNow. Partners exploring an M&A
opportunity should, however, be cognizant of the varying
Module implications, as well as the terms of the PMA that
require ServiceNow to consent to any M&A activity.
The most common M&A outcomes and respective Program
implications are outlined in the three categories below:
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 Partner 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 is viewed in the market as a single brand (e.g.: using
the same name).
Program impact:
All Program-related achievements associated with the
acquired entity will remain associated with that entity and
count toward the achievements of the acquiring company
(which will become the Primary Partner). The acquired entity’s
Partner 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.
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trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which
they are associated.
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.
Program impact:
All Program-related achievements associated with the
acquired entity will remain associated with that entity but will
also count toward the achievements of the acquiring entity
(which will become the Primary Partner). The acquired entity’s
Partner 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, and will remain a separate partner r.
Partner quality and 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:
• Continuously receiving low CSAT scores
• Staffing projects with inappropriately certified resources
• Violating branding guidelines
• Causing substantial negative business impact to
customers due to incorrect implementation
• Failing to register and maintain customer deployments
• Committing certification or voucher fraud
• Failing to pay outstanding invoices
When ServiceNow becomes aware of potentially
unacceptable behavior, it promptly investigates such matters
and decides whether the facts substantiate the existence
of unacceptable behavior. Substantiated violations will
be addressed, using the following Accountability Matrix to
address and remediate violations.
26
The following Accountability Matrix is separate from and does not apply to
violations of the ServiceNow 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

Registered Partners

Offense Outcome Duration Impact

• Removed from active Partner List

Offense #1 Suspension 6 months
• No Deal Registration discounts

Offense #2 Termination Permanent

Specialist, Premier, & Platform Partners

Offense Outcome Duration Impact

Offense #1 Warning • Suggested Enablement

• Removal from Partner Finder

• No ServiceNow event sponsorship
• Removal from Active Partner List
• Removal of education discount
• No Deal Registration discounts (Sales)
• No Segment press release
Offense #2 Suspension 6 months • 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 Segment only)
• Removal from Authorized Training Program
• Mandated training and certification where applicable,
based on the offense

Offense #3 Termination Permanent

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 27
they are associated.
Elite, Advanced Platform, and Strategic Platform Partners

Offense Outcome Duration Impact

Offense #1 Warning • Suggested Enablement

• Mandated training and certification where applicable,

Offense #2 Warning
based on the offense

• Removal from Partner Finder

• No ServiceNow event sponsorship
• Removal of education discounts
• Removal from Active Partner List
• No Deal Registration discounts (Sales)
• No Segment press release
Offense #3 Suspension 6 months • No use of Program Segment badge
• No access to co-branded collateral
• Loss of joint sales and marketing planning
• Removal from Authorized Training Program
• No joint customer activities
• Mandated training and certification where applicable,
based on the offense

Offense #4 Termination Permanent

Right to Audit: To the extent ServiceNow conducts an audit of Participant pursuant to the terms of Participant’s Partner
Agreement, Participant shall: 1) acknowledge receipt of any audit request, 2) appoint a dedicated contact for the audit,
and 3) provide all documents reasonably requested by ServiceNow (and its auditors, consultants, and legal advisors),
including documents that provide evidence of the completion of transactions with customers, all within ten (10) business
days of any request. Upon request, Participant will use reasonable efforts to obtain consent from end customers to provide
copies of customer agreements relevant to any audit. Any failure to comply with and promptly and completely reply to any
audit request from ServiceNow may result in action including warnings, suspension, and/or termination.

Additional considerations for all Partners • A suspension term is six months—reinstatement is by

Program approval only.
• ServiceNow will permit suspended Partners to retain
access to their Demo Instances for the duration of a • If a Partner has two suspensions less than 365 days apart,
suspension. ServiceNow reserves the right to terminate the Partner.

• If and when a Partner is identified for termination, • If a Partner has two warnings less than six (6) months
ServiceNow provides 90 days of access to Demo apart, the Partner will be suspended
Instances to either permit the Partner to move information
or data uploaded to the instances or buy the Demo
Instances. The Demo Instances not purchased will be
inaccessible 120 days after the official termination date.

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 28
they are associated.
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 integrity of our ServiceNow
ecosystem. Certification and voucher fraud includes, but is
not limited to:
• Transferring or selling of vouchers
• Using vouchers without completing the training required
to acquire the voucher
• Recording or otherwise capturing exam questions for any
use
• Misrepresenting your certification status to the public
Partners and their employees that have been identified
committing certification or voucher fraud will be subject
to the consequences identified in the preceding
Accountability Matrix – All Partners, plus the additional
consequences in the following table:

• Cheating on, or assisting others with cheating on,

certification exams

Segment Offense Additional consequences

• Offender(s) certifications revoked and blocked from Now Learning

• Removal of training benefits while in suspension
Registered Offense #1 • Remediation plan from Partner
• Future testing occurs at testing centers only

• Offender(s) certifications revoked and blocked from Now Learning

• Remediation plan from Partner
Build Offense #1
• Future testing occurs at testing centers only

• Offender(s) certifications revoked and blocked from Now Learning

• Removal of training benefits while in suspension
Specialist/ • Remediation plan from Partner
Offense #2
Premier • Future testing occurs at testing centers only
• Removal from Authorized Training Partner Program
• Removal from Partner Internal Training Specialist Program

• Offender(s) certifications revoked and blocked from Now Learning

Elite Offense #1 • Remediation plan from Partner
• Future testing at testing centers only

• Offender(s) certifications revoked and blocked from Now Learning

• Remediation plan from Partner
• Future testing occurs at testing centers only
Elite Offense #2
• Removal of training benefits
• Removal from Authorized Training Partner Program
• Removal from Partner Internal Training Specialist Program

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 29
they are associated.
Additional considerations – Certification or Voucher Fraud Offenses Accumulation Matrix

Offense Description

Three (3) individual people or a group of three (3) within six (6) months
1–3 people with no collusion
triggers impact based on Accountability Matrix set forth in this Guide

One (1) offense triggers impact based on Accountability Matrix set forth
3 - 10 people with collusion
in this Guide

One (1) offense triggers impact based on Accountability Matrix set forth
> 10 people with collusion
in this Guide

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 30
they are associated.
Appendix: Summary
of Partner benefits

Table 1 – Benefits available to Reseller, SP, and C&I Program Module Partners

Benefit Registered Specialist Premier Elite

Benefits for Sales and Marketing

New Partner Development Fund Access*
Enhanced ServiceNow Badge Eligibility
Enhanced ServiceNow Deal Registration access
Enhanced ServiceNow Partner Finder
Deal referral access
Press release templates
Promotion of Customer Success Stories
ServiceNow Partner Marketing Center access
Sponsorship of ServiceNow events

Benefits to Build your Partnership

Enhanced ServiceNow Partner Portal
Access to ServiceNow resources
Partner Awards eligibility
Partner communications and Newsletter
Partner Concierge Support Center
ServiceNow Partner Success Center

Benefits to Build a ServiceNow Practice

New Demonstration instance access
Access to ServiceNow DemoHub
Early Release access
No-Cost Now Learning access
Partner Enablement Book of Knowledge (PENBOK)
ServiceNow Community and Forum access
ServiceNow Partner Technical webinar access
ServiceNow training discounts*

*Benefit has variability based on region and other criteria. See specific Program Module Guides for full definition.

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 31
they are associated.
Appendix: Summary of Partner benefits continued...

Table 2 – Benefits available to Build Program Module Partners

Benefit Registered Platform Advanced Platform

Benefits for sales and marketing

New Partner Development Fund access*
New:

Enhanced ServiceNow Badge eligibility

Enhanced

Enhanced-
Enhanced ServiceNow Deal Registration access

Enhanced-
Enhanced ServiceNow Partner Finder

Deal Referral access

Press Release templates

Promotion of Customer Success Stories

ServiceNow Partner Marketing Center access

Sponsorship of ServiceNow events

Benefits to Build Partnership

Enhanced-
Enhanced ServiceNow Partner Portal

Access to ServiceNow Resources

Partner Advisory Council Membership Eligibility

Partner Awards Eligibility

Partner Communications and Newsletter

Partner Concierge Support Center

ServiceNow Partner Success Center

Benefits to Build a ServiceNow Practice

New
New - Demonstration instance access

Access to ServiceNow DemoHub

Early Release access

No-Cost Now Learning access

Partner Enablement Book of Knowledge (PENBOK)

ServiceNow Community and Forum access

ServiceNow Partner Technical webinar access

ServiceNow training discounts*

*Benefit has variability based on region and other criteria. See specific Program Module Guides for full definition..

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 32
they are associated.
Appendix: Summary
of mature markets

US GB JP CA DE AU
United States United Kingdom Japan Canada Germany Australia

FR CH NL HK SG KR
France Switzerland The Netherlands Hong Kong Singapore South Korea

IT FI SW BE ES DK
Italy Finland Sweden Belgium Spain Denmark

NO NZ LU
Norway New Zealand Luxembourg

© 2023 ServiceNow, Inc. All rights reserved. CONFIDENTIAL. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered
trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which 33
they are associated.