Investor Presentation

First Quarter 2016

Confidential © 2016 ServiceNow All Rights Reserved

Safe Harbor
This presentation contains “forward‐looking” statements that are based on our management’s beliefs and assumptions and on information currently available to management. We intend for such
forward‐looking statements to be covered by the safe harbor provisions for forward‐looking statements contained in the U.S. Private Securities Litigation Reform Act of 1995. Forward‐looking
statements include information concerning our possible or assumed strategy, future operations, financing plans, operating model, financial position, future revenues, projected costs, competitive
position, industry environment, potential growth opportunities, potential market opportunities, plans and objectives of management and the effects of competition.

Forward‐looking statements include all statements that are not historical facts and can be identified by terms such as “anticipates,” “believes,” “could,” “seeks,” “estimates,” “expects,” “intends,”
“may,” “plans,” “potential,” “predicts,” “prospects”, “projects,” “should,” “will,” “would” or similar expressions and the negatives of those terms, although not all forward‐looking statements
contain these identifying words. Forward‐looking statements involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to
be materially different from any future results, performance or achievements expressed or implied by the forward‐looking statements. We cannot guarantee that we actually will achieve the
plans, intentions, or expectations disclosed in our forward‐looking statements and you should not place undue reliance on our forward‐looking statements.

Forward-looking statements represent our management’s beliefs and assumptions only as of the date of this presentation. We undertake no obligation, and do not intend to update these
forward‐looking statements, to review or confirm analysts’ expectations, or to provide interim reports or updates on the progress of the current financial quarter. Further information on these
and other factors that could affect our financial results are included in our filings we make with the Securities and Exchange Commission, including those discussed in our most recent Annual
Report on form 10-K.

This presentation includes certain non‐GAAP financial measures as defined by SEC rules. We have provided a reconciliation of those measures to the most directly comparable GAAP measures in
the Appendix. Terms such as “Annual Contract Value” and “G2K Customer” shall have the meanings set forth in our filings with the SEC.

This presentation includes estimates of the size of the target addressable market for our products and services. We obtain industry and market data from our own internal estimates, from
industry and general publications, and from research, surveys and studies conducted by third parties. The data on which we rely, and our assumptions, involve approximations, judgments about
how to define and group product segments and markets, estimates, and risks and uncertainties, including those discussed in our most recent annual report on Form 10-K and other risks which we
do not foresee that may materially, and negatively impact or fundamentally change the markets in which we compete. Therefore, our estimates of the size of the target addressable markets for
our products and services could be overstated. Further, in a number of product segments and markets our product offerings have only recently been introduced, and we do not have an operating
history establishing that our products will successfully compete in these product and market segments or successfully address the breadth and size of the market opportunity stated of implied by
the industry and market data in this presentation.

The information in this presentation on new products, features, or functionalities is intended to outline ServiceNow’s general product direction and should not be included in making a purchasing
decision. The information on new products, features, functionalities is for informational purposes only and may not be incorporated into any contract. The information on new products is not a
commitment, promise, or legal obligation to deliver any material, code or functionality. The development, release, and timing of any features or functionality described for our products remains
at ServiceNow’s sole discretion.

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Confidential © 2016 ServiceNow All Rights Reserved
 The Enterprise Cloud Company
Enterprise Cloud NYSE: NOW Strong Revenue & Growth

Cloud-based Service that Modernizes 3,000+ ~4,000 $1.355-$1.380BN

and Transforms the Enterprise Enterprise Customers Global Employees

Highly Secure and Available Enterprise Cloud

Major Sites $1BN
San Diego, Silicon Valley, Seattle, Amsterdam,
SaaS Business Model
London, Sydney, Israel, India

$683M

$425M

$244M

$128M
$64M
$28M

FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16E

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ServiceNow Addresses an Estimated $60B Market Opportunity
Business Management
$10B

Service Management
$40B

IT Operations Management
$10B

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 ServiceNow Addresses an Estimated $60B Market Opportunity
Business Management Market Size: Performance
Service Strategy GRC
Service Strategy: Analytics
$6B $2B
Project and Portfolio Management (1) $2B $2B
+ Testing (1) $2B
+ App Development Lifecycle (1) $1B Express $2B Enterprise Service Management Market Size:
+ IT Asset and Financial Management (1) $1B
Security Operations $4B Express:
Service Strategy Market Size $6B
Addressable Customers (3) 110,934
x Avg Revenue / Customer (4) $15K
GRC Suite Market Size(2) $2B Customer Service Express Market Size (4) $2B
Performance Analytics: $9B Security Operations:
Analytic Apps and Performance Management (1) $2B Addressable Customers (5) 22,500
Performance Analytics Market Size $2B HR $2B x Avg Revenue / Customer (4) $200K
Security Operations Market Size (4) $4B
Business Management Market Size $10B
Customer Service Market Size (1) $9B
HR:
Service Management Total Addressable Employees (5) 200M
x Avg. Monthly Price / Employee (4) $1
$23B HR Market Size (4) $2B
Service Management:
IT • Facilities • Field Service • Finance • Marketing • Legal • Platform Runtime FY2015 Revenue $1,005M
x SM Revenue Mix (4) 90%
÷Customer Penetration (6) 13%
IT Operations Market Size: (1) ÷Customer Saturation (4) 30%
IT Operations Management Availability & Performance (Event Management) $3B Service Management Market Size (4) $23B
$10B + Automation Tools (ServiceWatch, Discovery, Orchestration, Cloud Management) $7B
IT Operations Market Size $10B Enterprise Service Mgmt Market Size (4) $40B
ServiceWatch • Discovery • Orchestration
• Event Management • Cloud
Management

(1) Gartner Market Share: All Software Markets, Worldwide (4) ServiceNow estimate
5
(2) GRC 2020: State of the GRC Market, 2015 (5) CapIQ; Global companies with >1,000 employees and >$500M in LTM revenue
(3) CapIQ; Global companies with 100 to 1,000 employees and $50 to $500MM in LTM revenue (6) ~3,000 ServiceNow customers divided by 22,500 addressable enterprise customers Confidential © 2016 ServiceNow All Rights Reserved
Growth Formula = New Logos + Upsells + Renewals
Land Expand Retain
99%
Net New Customers Adds 97% 98% 97%
97%
3,098
2,978 43%
120
2,804 174 39%
2,628 176 37%
2,461 36%
167
114 32%

Q1-15 Q2-15 Q3-15 Q4-15 Q1-16 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16
Note: - We calculate our upsell rate as the ACV of upsells, net of losses and reductions in ACV from existing customers during the
period, divided by our total ACV signed during the period. 6
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Average Contract Terms
New Customer Upsell Renewal

31.9 32.0
31.1 31.6
29.7

27.8
26.0 26.1 26.3 25.5
22.8 23.8
22.5 22.6 22.9

Q1-15 Q2-15 Q3-15 Q4-15 Q1-16 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16

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Average Billings Duration
12.2
12.0
11.9 11.9
11.8
11.7 11.7 11.7 11.7 11.7

Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16 Q2-16E

Y/Y Impact of Constant Billings Duration -$6M +$10M -$4M +$3M $0 -$14M

Note: Y/Y Impact of constant billings duration is calculated by applying the average billings duration in effect for the
comparison quarter instead of the average billings duration for the actual quarter, to the actual quarter subscription billings. 8
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Billings Y/Y Growth Guidance
Q2-16 FY16
Previous Period Guidance Constant Billings Duration Previous Period Guidance

50% 50%
48%
43-45% 42% 41%
39%
37-39% ~37%
36-38%
~33%
31-33%

~10%

0%

Subscription PS & Other Total Billings Subscription PS & Other Total Billings
Note: Subscription billings growth rates adjusted for constant average billings duration, and the corresponding total billings
growth rate adjusted for constant average billings duration, are calculated by applying the average billings duration in effect for 9
the comparison quarter instead of the forecasted average billings duration for the guidance period. Confidential © 2016 ServiceNow All Rights Reserved
Revenue Y/Y Growth Guidance
Q2-16 FY16
Previous Period Guidance Previous Period Guidance

51% 50%
48% 47%

42-43% 41-43%
36% 35-37%
36% 35-36%

4-6% 2-8%

Subscription PS & Other Total Revenue Subscription PS & Other Total Revenue
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$4 Billion Revenue Target in 2020
Today 2020

G2Ks 653 20 new logos / quarter 1,000

ACV / G2K $906K 4% sequential growth $2M

G2K Rev Mix 50% Maintain mix 50%

Annual Rev ~$1B $4B

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 800
Continued Focus on G2K Opportunities
Number of G2K Customers 631 653
606
700

556 578
600

Beginning Quarterly Balance Net G2K Adds 507 533 25 22

467 487 22 28
500

419 444 26 23
371 392 20 20
400

25 23
23 21 27
300

200

100

Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16
Average ACV Per G2K Customer
ACV/G2K ($k)
Q/Q Growth
5% 6% 2% 11% 8% 8% 8% 11% 5% 6% 3% 6% 4%
,200
0%
,000 $875 $906
$796 $822 -100%
$800 $715 $748
$598 $644 -200%
$600 $515 $554
$426 $453 $464 -300%
$400 -400%
$200 -500%
$- -600%
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16
Note: The Forbes list is updated annually in the second quarter of the calendar year. Current and prior period G2K customer
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counts are based on the most recent list for comparability purposes. We adjust the G2K count for acquisitions, spin-offs, and
other market activity to ensure the G2K customer count is accurately captured. Confidential © 2016 ServiceNow All Rights Reserved
 …And on Large Customer Opportunities
Customers Paying $1M+ ACV
Avg. ACV/Customer Paying $1M+ ACV ($M) $2.1 $2.1
$2.1
$2.0 $2.0
$1.8 $1.9 $1.9 249
250 $1.8
230

206
200 186
168
153
150
127
111
100
96

50

0
Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15 Q4-15 Q1-16

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Opportunity Remains Within G2K
G2K Penetration G2K Saturation
North America
Worldwide
651 53%
Companies
~5M

EMEA
653
579 38%
Companies

APAC & Other

12%
770
Companies
2000 Companies ~40M Employees

Note: Based on internal ServiceNow estimate. 14

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 Consistent Growth in All Stages Of Customer Maturity
Total Annual Contract Value By Cohort Annual Growth of
Initial ACV

57%

53%

59%

57%

55%

70%
2010
2010 2011
2011 2012
2012 2013
2013 2014
2014 2015
2015 2016
2016
Note: Chart reflects growth in total annual contract value over time, inclusive of losses, for the group of customers that joined ServiceNow in each respective year.
Growth factors represent increases in total annual contract value after the initial contract of each customer. 15
Confidential © 2016 ServiceNow All Rights Reserved
 Estimated 4x ROI Over Customer Lifetime
Revenue
Subscription Cost of Sales $8.0
Sales (Year 0 = Inside Sales, Sales Quota Rep, Sales Mgr, Solution Consultant; Year 1-10 = Sales Quota Rep, Solution Consultant) $7.5
Marketing
$7.0
$6.5
$6.0
$5.5
$5.0
$4.5
$4.0
$3.5
$3.0
$2.5 $1.6
$1.4 $1.5 $1.5
$2.0 $1.3 $1.4
$1.3
$1.1 $1.1
$1.5 $1.0 $1.0
$0.8 $0.8
$1.0 $0.6
$0.4 $0.4

$0
YR 0 YR 1 YR 2 YR 3 YR 4 YR 5 YR 6 YR 7 YR 8 YR 9 YR 10 YR 11 YR 12 YR 13 YR 14 YR 15
Key Assumptions:
1) Initial contract is 3 years, renewal contract is 2 years, upsell contracts are co-termed 4) Direct sales expenses16include commissions for inside sales, sales reps, sales
2) ACV increases 0.5x annually over the initial contract (includes ACV churn) based on customer cohort data managers and solutions consultants (amortized over the life of the contract)
3) Subscription gross margins begin at 75% and increases 0.5% annually 5) Marketing expenses include Knowledge conference and lead generation Confidential © 2016 ServiceNow All Rights Reserved
 Cloud Infrastructure and Support Investments By Region

Canada
United States
Brazil
England
Netherlands
Singapore
Hong Kong
Australia

Data Centers
Major support centers

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Headcount by Department
PS & Other Cost of Sales Sub. Cost of Sales S&M R&D G&A
3,991
3,686
494
3,402
449
3,187
3,047 421
804
381
357 756
731
681
649

1,575
1,416
1,169 1,254
1,105

579 607
491 513 543

445 443 453 486 511

Q1-15 Q2-15 Q3-15 Q4-15 Q1-16

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Subscription Gross Margin

84%

83% 83%

82%

81%

Q1-15 Q2-15 Q3-15 Q4-15 Q1-16

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Professional Services & Other Gross Margin
PS & Other GM (Including Knowledge(1))

38%

21%
19%
15%
9% 10%

Q1-15 Q2-15 Q3-15 Q4-15 Q1-16

(1) Professional Services and Other revenues includes revenue from our Knowledge event in the second quarter of each year, 20
with all related expenses in sales and marketing
Confidential © 2016 ServiceNow All Rights Reserved
 Long Term Model
0 FY-15A Q1-16A Q2-16G Long Term Target

Subscription Gross
82% 84% ~83% Data center density, improved economies of scale 83-85%
Margin

PS & Other Gross

16% 10% ~11% Productized & scalable offerings, utilization, ramp time 20-22%
Margin

Total Gross Margin 73% 74% ~75% 79-81%

S&M % of Revenue 39% 42% n/a Greater renewal mix, improved mix of ramped reps, marketing spend 32-34%

R&D % of Revenue 15% 15% n/a Continue to invest in R&D, but at slower pace than revenue growth 10-12%

G&A % of Revenue 9% 10% n/a Improved economies of scale 5-7%

Operating Margin 10% 8% ~7% ~28-30%

Note: - All figures are calculated on a non-GAAP basis. See appendix for reconciliation of non-GAAP financial measures
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- PS & Other Gross Margin excludes Knowledge
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Appendix

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 Constant Billings Duration Growth – Q2 2016
Low End of Guidance High End of Guidance
(in millions) (in millions)
Q2'16 subscription billings guidance $330 Q2'16 subscription billings guidance $335
÷ Q2'16 average billings duration (months) 11.7 ÷ Q2'16 average billings duration (months) 11.7
= Q2'16 subscription billings per month $28 = Q2'16 subscription billings per month $29
x Q2'15 average billings duration (months) 12.2 x Q2'15 average billings duration (months) 12.2
= Q2'16 constant billings duration subscription billings $344 = Q2'16 constant billings duration subscription billings $349
÷ Q2'15 subscription billings $241 ÷ Q2'15 subscription billings $241
= Q2'16 Constant billings duration subscription billings growth % 43% = Q2'16 Constant billings duration subscription billings growth % 45%
Q2'16 subscription billings growth % (no duration adjustment) 37% Q2'16 subscription billings growth % (no duration adjustment) 39%

Q2'16 constant billings duration subscription billings $344 Q2'16 constant billings duration subscription billings $349
+ Q2'16 PS and other billings guidance $40 + Q2'16 PS and other billings guidance $40
= Q2'16 constant billings duration total billings $384 = Q2'16 constant billings duration total billings $389
÷ Q2'15 total billings $281 ÷ Q2'15 total billings $281
= Q2'16 Constant billings duration total billings growth % 36% = Q2'16 Constant billings duration total billings growth % 38%
Q2'16 total billings growth % (no duration adjustment) 31% Q2'16 total billings growth % (no duration adjustment) 33%

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Non-GAAP Reconciliation
ServiceNow
Non-GAAP Reconciliation
NOTE: The sum of the individual quarter amounts may not equal the total full year amounts due to rounding.

$MM Q1-15 Q2-15 Q3-15 Q4-15 2015 Q1-16

GAAP Subscription Gross Profit 137.5 155.1 177.1 195.2 664.9 214.6
(+) Subscription SBC 5.2 6.1 6.0 6.2 23.4 6.6
(+) Subscription Amort of Intangibles 2.7 2.7 2.8 2.8 11.1 2.8
Non-GAAP Subscription Gross Profit 145.4 163.9 185.9 204.2 699.4 224.0
% Subscription Gross Margin 81% 82% 83% 83% 82% 84%
GAAP Professional Services Gross Profit -2.4 11.9 2.1 -0.5 11.1 -3.0
(+) Professional Services SBC 5.2 5.8 5.8 6.5 23.3 6.8
Non-GAAP Professional Services Gross Profit 2.8 17.7 7.9 6.0 34.4 3.8
% Professional Services Gross Margin 9% 38% 21% 15% 22% 10%
Total Non-GAAP Gross Profit 148.2 181.6 193.8 210.2 733.8 227.8
% Gross Margin 70% 74% 74% 74% 73% 74%
GAAP Sales and Marketing 110.0 136.5 117.9 133.9 498.4 158.6
(-) Sales and Marketing SBC 22.6 26.1 26.0 27.7 102.4 31.0

(-) Sales and Marketing Amort of Intangibles

0.1 0.1 0.1 0.1 0.5 0.0
Non-GAAP Sales and Marketing 87.3 110.3 91.8 106.1 395.5 127.6
% of Revenue 41% 45% 35% 37% 39% 42%
GAAP Research and Development 49.8 53.3 55.8 58.4 217.4 65.9
(-) Research and Development SBC 15.6 18.0 18.1 18.6 70.3 20.5
Non-GAAP Research and Development 34.2 35.3 37.7 39.8 147.1 45.4
% of Revenue 16% 14% 14% 14% 15% 15%
GAAP General and Administrative 29.4 30.4 33.6 33.2 126.6 41.2
(-) General and Administrative SBC 9.5 10.5 9.2 9.2 38.4 10.4

(-) General and Administrative Amort of Intangibles

0.0 0.0 0.0 0.0 0.1 0.1

(-) General and Administrative Business Combination and

Other Related Costs
0.0 0.0 0.0 0.0 0.0 0.3
Non-GAAP General and Administrative 19.9 19.9 24.4 24.0 88.1 30.4
% of Revenue 9% 8% 9% 8% 9% 10%
GAAP Legal Settlement 0.0 0.0 0.0 0.0 0.0 270.0
(-) Legal Settlement 0.0 0.0 0.0 0.0 0.0 270.0
Non-GAAP Legal Settlement 0.0 0.0 0.0 0.0 0.0 0.0
% of Revenue 9% 8% 9% 8% 9% 0%
Non-GAAP Operating Margin 3% 6% 15% 14% 10% 8%

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