Business Strategy and Outlook
| Dan Romanoff |ServiceNow has been successful thus far in executing a classic land-and-expand strategy. First, it built a best-of-breed software-as-a-service solution for IT service management based on being modular and flexible, having a superior familiar user interface, offering a way to automate a wide variety of workflow processes, and becoming a platform to serve as a single system of record for the IT function within the enterprise. Having established itself in ITSM and then the much larger IT operations management market, the firm moved beyond the IT function. The same set of product design features and technologies has allowed ServiceNow to bring its process automation approach to human resources service delivery, customer service, and finance. More recently, ServiceNow has been offering higher pricing tiers with an increasing array of features, along with industry-specific solutions, which have higher average selling prices and help drive revenue growth.