Save the date

Officially launching
March 2023

ServiceNow
Partner Program
Partner Program Guide
Preliminary draft January 2023
Final version will be released prior to March 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 co-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 02
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 its 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-indentified 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. Updates to this Guide, excluding issuance of
an Errata Addendum, will be delivered to the administrator
email addresses provided by each Partner 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
© 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.
information contained herein and specifically disclaims any
liability for damages, including, without limitation, direct,
indirect, consequential, incidental, and special damages
incurred in connection with reliance on this Guide.
To be appointed to 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 new ServiceNow
Partner Program – coming March 6, 2023!

It 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.
Some important terms that will be used
in this Guide:
ServiceNow Partner Program Guide (“Guide”)
Sets forth the rules and policies that govern participation
in the ServiceNow Reseller, Service Provider, Consulting &
Implementation, and Build Programs.
“Module”
One of the defined programs in which a Partner may
participate. Modules are the ServiceNow Reseller, Service
Provider, Consulting & Implementation, and Build Programs.

“Sub-Guide”
Module-aligned Guides that set forth the specific benefits
and requirements within the Module.

“Segment”
Refers to the attainment of a specific level within a given
Module.

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.
Table of Contents Why the ServiceNow Partner Program? 1

How will 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 23

Appendix: Summary of Partner benefits 30

Appendix: Summary of Mature Markets 32

© 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 our
growth—not an afterthought. The new Partner Program is
tremendous growth opportunities. designed to reflect the importance of our Partners. We’re
Our total addressable market (TAM) is investing in our Partners’ growth so we can meet the
an astounding $189B, and we can’t 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 will the ServiceNow
Partner Program benefit
Partners?

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

© 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
(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.
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.
Service Provider Program
Participants in the Service Provider (SP)
Partner Program deliver as-a-service and
managed services on top of the ServiceNow
platform to drive customer success at scale.
© 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.
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.
More Opportunities to Grow
Built On and Built With ServiceNow
Qualified Partners will have additional opportunities
to nominate ideas for evaluation and accreditation in
the exclusive:
• Built On ServiceNow Program (available to Build
Module Participants)
• Built With ServiceNow Program (available for C&I
and SP Module Participants)
These Programs promote high-value, co-created 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.
This Guide is intended to apply to all Modules within the
Program. For Partners accepted to participate in a Module,
the terms set forth in the applicable Program Module
Guide for that Module also govern participation in
that Module.
3
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 program 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:

Competency is about 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
Partner Capabilities are measured
across various criteria but are 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)
Ultimately all success is measured in
Customer Success. Customer Success
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
• P
 artner 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 Partners
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’ business toward the next Program
Segment. Progression grows a Partner business, and that
growth is rewarded by our 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
Partners can engage with ServiceNow at a level
representing their organization’s commitment to the
Program. Our Program Segments reward Partners for
pursuing growth across the 3Cs. Partners advance through
each Segment based on criteria such as:
• Certified/accredited resources
• Areas of expertise
• Customer deployments
• Customer references
By evaluating each program Module against its specific
criteria, we can better measure Partners against their
particular role in the ecosystem and provide them with
more meaningful and targeted incentives.
The Segments for the Reseller, SP, and C&I
Program Modules are:
• Registered
• Specialist
• Premier
• 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
Program will be determined based on the following
additional factors:
• Market Opportunity must be quantifiable in each
area and Total Addressable Market (TAM) geography
• Executive Sponsorship
• Sales Plan
• Availability of ServiceNow resources
© 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.
The Segments for the “Build” Program Module are:
• Registered
• Platform
• Advanced Platform
We also recognize an additional “Strategic Platform”
Segment, which is available for Participants that meet
all the Strategic Platform 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 Program 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 their status within their Segment.
6
Our new Program Framework

Built On ServiceNow Solution Built With ServiceNow Offering

Partners who combine their codified IP and Partners who develop implementation
ServiceNow’s platform or products to bring service(s) that drive net new ServiceNow
subscription-based Solutions to market product revenue
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 exclusve and strategic 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 7
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
© 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.
3Cs criteria outlined in the Guide for each Program,
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 our Partners’ 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.
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
(Coming Q2 2023)
Members of various Program Modules may be eligible
to co-invest in Partner Development Funds (PDF).
Various maturity Segments in the SP, Reseller, 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.
Enhanced ServiceNow Partner badge eligibility
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
who are permitted to resell, implement, or operate as an
SP, may only advertise within their approved, Reseller, C&I,
or SP Territory, as applicable. Additionally, accomplishment
badges may be granted through the Built On ServiceNow
and Built With ServiceNow Programs.
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.
© 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.
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 regarding the transaction in the Deal
Registration tool accessed through the Partner Portal.
Enhanced Elevated status on ServiceNow Partner Finder
From Q3, Partners who have attained maturity above the
Registered Segment in one or more Program Modules
are 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
Partners. 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 Terms and Conditions.
Press release templates
To support Partner marketing efforts, ServiceNow provides
partners 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.
© 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.
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):
•S
 erviceNow Sales Kickoff (with requirements)
•W
 orld Forum events
•K
 nowledge sponsorships
•S
 erviceNow 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 for more information on
SNUG sponsorship.
11
Benefits to Build
your 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 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 Partners who attain Segments of Specialist or higher
have shared and, in some cases, dedicated access
to expert 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.
© 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.
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:
•P
 artner of the year
•B
 uilt With ServiceNow Partner of the year
•B
 uilt On ServiceNow Partner of the year
Award recipients earn a digital badge on their Partner
Finder profile page displayed on the ServiceNow website,
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

Partners receive regular communications in the form of The Partner Success Center (PSC) is a one-stop hub for
newsletters, emails, and relevant Partner information shared Partner sales and delivery teams to quickly find up-to-date
through the ServiceNow 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.
•P
 artner Program notifications and updates
The PSC provides Partners and their teams information that
•U
 pcoming strategic events and invitations
can effectively engage their customers and prospects.
•P
 roduct launches and new releases Sales and marketing materials, demos, and more are on the
PSC. The content is frequently updated to ensure current
•P
 artner webinars
documentation is easily accessible.
•C
 ertifications, accreditations, and training

•S
 erviceNow announcements and initiatives

•M
 arketing 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

Partners 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:

•A
 ccess issues

•P
 rogram clarification

• F ees

•P
 olicies

Tickets raised by Partners can expect a response

in 24–72 hours.

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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 13
they are associated.
Benefits to Build
your Practice
New Demonstration Instance Access

ServiceNow demonstration instances (“Demo Instances”) are granted to all ServiceNow Program Participants for ongoing
training, product familiarity, and providing demonstrations to customers.

Access to Demo Instances is granted solely for non-production purposes and is active during the term of the Partner’s
membership in the Program. The number of Demo Instances is provisioned based on the Partner’s Program Segment. In the
case of multiple Program Module participation, Demo Instance entitlements are aligned to the Partner’s highest attained
Segment. Please see the Module Guide for more details on instance quantity allocations.

Partners must submit a request via the Partner Portal to have Demo Instances provisioned. All Demo Instances that have
not been accessed within 9 months will be decommissioned. Partners will receive notification 20 days in advance of
decommissioning.

1. Reseller, Service Provider, and Consulting & Implementation allowances

Registered Specialist Premier Elite
Associated Associated Associated Associated
Primary Entity Primary Entity Primary Entity Primary Entity
Entity Entity Entity Entity

2 1 4 2 5 3 6 4

2. Build allowances
Registered Platform Advanced Platform Strategic Platform
Associated Associated Associated Associated
Primary Entity Primary Entity Primary Entity Primary Entity
Entity Entity Entity Entity

2 1 4 2 5 3 6 4

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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 14
they are associated.
Demo Instance Allowances Continued:

3. Global Elite allowances

Global Elite
Associated
Primary Entity
Entity

10 5

If a Partner transitions to a lower Segment within a Module, any Demo Instances in excess of the quantity that are permitted
at their new lower Segment will be decommissioned. If a Partner terminates membership in all Program Modules, then all
provisioned Demo Instances will be decommissioned.

“Primary Entity” “Associated 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.
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 ServiceNow DemoHub
We ask that our Partners be well-versed in ServiceNow
capabilities and messaging. On the pre-sales side, we ask
that Partners consistently tell our story in the same way
we do. Preconfigured showcase demo content is now
available on the DemoHub to all Partners through the
ServiceNow Partner Portal. By allowing Partners to apply
this content, our Partners can create better alignment with
ServiceNow sales teams, help ensure that our customers
hear consistent messaging, and enable Partners to talk
about the current content that is aligned with the training
they receive.
Early Release Access
Early Release Access is a benefit that allows Partners
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 “Rise Up with ServiceNow”, all Partners 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 Now Learning FAQ.
Partner Enablement Body of Knowledge
The Partner Enablement Body of Knowledge (PENBOK) is a
self-service, end-to-end business methodology designed to
help Partners build and mature their ServiceNow practices.
This provides Partners 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 to learn from, connect with, and help
Partners grow their business, while enhancing their
abilities and relationships.
ServiceNow Partner technical webinars
Whether delivered live or through 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 Partners 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 on certification vouchers
(including retake 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 the Partner’s 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 at training@
servicenow.com.
16
Program
Membership Fees
Investing in the success of ServiceNow Partners

Providing high-value benefits and services while enhancing
the processes and resources used to support our Partners
requires investment. Accordingly, ServiceNow is asking
Partners in various Program Modules to team with
ServiceNow and invest in themselves by sharing some of
these costs. A fee structure has been created that will
support reasonable investment in mature markets and
encourage global growth in other markets* (see table in
Appendix Table 3 for a current list of Mature Markets, which
is subject to change upon notice by ServiceNow). This fee
structure is calculated based on differentiation between
Primary/Associated entities, Partner Segments, regions, and
Partner Programs.
It is important to note that Partners with Associated entities
(as defined below) have a differentiated fee structure.
Fees are charged per Partner entity (Primary or Associated)
registered with ServiceNow, with each registered Partner
entity being charged a regionally tailored fee based on
its registered jurisdiction. For the avoidance of doubt, no
additional fees are charged for each additional jurisdiction
where a Partner entity does business (i.e., approved
territories).
Annual renewal fees are dependent on which Program
Module(s) you are enrolled in. The due date of the renewal
fee is the anniversary date of your initial fee payment for
the relevant Program Module.
Non-payment of fees will lead to the removal of benefits
and, up to and including, termination from the Program.
Table 1outlines the fee structure for participants in the
Consulting & Implementation program Module.
Table 2 outlines the fee structure for participants in the Build
program Module.
Table 3 outlines the fee structure for participants in the
Global Elite segment.
Note – currently, Membership Fees do not apply to
the Reseller and Service Provider program modules.
Note – Participants in multiple Program Modules listed
below are required to pay the appropriate fee structure
for each Module and Segment status.
Program Segment status will contribute to the Primary and
will be based on the aggregation of 3Cs attainment of the
Primary and Associated entities combined.

Prior to March 6, 2023, each Partner’s account administrator

will need to review and update their company’s business
information. Partners can access their profile in 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.

© 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 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

© 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 18
they are associated.
How to make the
most of the Program

Consulting & Implementation Program Dashboard

Be aware of Program status Segments & 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.
ServiceNow assesses Participants once monthly against
published Program criteria to determine each Partner’s
appropriate Segment placement. If any 3Cs criteria minimum
threshold is missed during the monthly assessment, the Partner’s
segment status will be put “at risk.” The 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.
For Currently Enrolled Partners
Registered Segment Consulting & Implementation,
Reseller and Service Provider Participants who auto enroll
on March 06 (any segment), and do not meet selected
module criteria will be offboarded from the relevant
program module at the end of the transition period (June
2024). Refer to the relevant sub module guides for further
information.
For Newly Onboarded Partners
Registered Segment Participants in the Consulting &
Implementation, Reseller and Service Provider Modules
must transition to a more mature Segment within 24 months
of onboarding to remain in 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 19
they are associated.
For Partners who have attained status above Registered:

If a Partner does not meet the prescribed criteria to
sustain a Segment status, they 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.
When a Participant in a specific Module is at risk of
transitioning down a Segment, ServiceNow will notify their
primary contact (as designated by the Participant in the
Partner Portal) by email that they do not meet their current
Segment’s requirements.

If a Partner is transitioned down to 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, Partner’s membership in that
ServiceNow Partner Program Module will be terminated.
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 down to another Segment.
ServiceNow reserves the right to audit a Program Participant
at any time by validating their performance against this
Program Guide and the Partner Code of Conduct.

© 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 20
they are associated.
Optimizing your Partner
Finder directory listing
Thousands of businesses search the Partner Finder directory each
month. Here’s how to attract those businesses.

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

© 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 21
they are associated.
Expertise Designation: Product Line Achievement (“PLA”) –
revamped PLAs coming in Q2 2023

Partners can choose to showcase their expertise Deployment experience is accomplished by leveraging
through the growth and accumulation of PLAs. Detailed the Deployment Registration tool on the Partner Portal.
requirements for the revamped PLA will be available shortly. Registering and maintaining deployment records helps
ServiceNow assist Participants through activities such as
PLA is defined across three dimensions:
Partner Success Reviews. It also helps ensure that critical
• Skilled / Certified in-region Resources application is best leveraged and enhances the future
• Deployment Experience success of Participants.

• Customer Success An important facet of Segment growth is maintaining a high

level of customer success. Therefore, a consistent rating of
Skilled/certified in-region resources are accomplished
4.2 creates an essential CSAT target for accomplishing PLA
when a disciplined approach to product implementation
success.
specialization (CIS) certification is a focus for a Participant’s
delivery team. Maintaining current and relevant skills is
also part of a Participant’s natural segmentation growth
strategy. Therefore, ensuring sufficient resource coverage
and regional focus is another critical aspect of PLA success.

© 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 22
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 who 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:
•P
 osting 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 Partner
Master Agreement (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 23
they are associated.
Partner Territory
A Partner’s Territory comprises one or more countries in
which the Partner may direct its advertising using the
ServiceNow logo and marketing collateral, and where
ServiceNow may advertise the Partner as a member of the
Program on its website and other promotional materials.
Partners may request several countries as their Territory
upon application to the Program, which will form the basis
of the business review by ServiceNow before the Partner
is approved or appointed to the Program. Upon approval
into a specific Module, ServiceNow will also approve the
specific countries that form the Partner’s Territory for that
Module. The Territory may or may not comprise all the
countries requested by the Partner, depending on the
Partner’s capabilities to service customers in the countries
requested. A Partner may apply to update its Territory
at any time while the Partner is in the Program, with
any updates to the Territory contingent upon approval
and written confirmation by ServiceNow. Designating a
Territory for a Partner is included in the Program terms for
each Partner (as the term is used in the applicable PMA
between ServiceNow and the Partner). ServiceNow, at its
sole discretion, may terminate a Territory for a Partner as
permitted pursuant to the applicable PMA.
With respect to subcontracting work, the Territory listed
on an applicable Work Order takes precedence over the
Territory identified in the Partner Portal.
Transacting in Public Sector
Definition of “Public Sector End Customers”
“Public Sector End Customers” refers to the end customers
for those opportunities involving any national, territorial,
regional or local governments regardless of jurisdiction
(including all quasi-governmental entities, public institutions,
and wholly- or partially-government-owned entities or
instrumentalities) such as: government-owned or funded
medical and educational institutions or those entities, that,
although not part of the government, must adhere to
public procurement law, regulation, or similar procedures.
ServiceNow, in its sole discretion, may determine whether
a customer is a Public Sector End Customer.
Partner Responsibility to transact in Public Sector:
Completion of ServiceNow Sales and Partner Compliance
Program Tasks:
As part of ServiceNow’s efforts to comply with U.S.
Department of Justice and Securities and Exchange
Commission compliance due diligence requirements and
to ensure ServiceNow Partner Program Participants share in
our commitment to ethical business conduct, Participants
who transact with Public Sector End Customers must
complete the entire Partner Compliance Questionnaire
(including the Public Sector Section), in addition to
acknowledging the Partner Compliance Certification.
ServiceNow reserves the right to alter the frequency and
content of compliance expectations

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).

© 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.
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.: leveraging 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.
© 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.
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, within Partner Finder.
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.
25
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 only)
• Removal from Authorized Trainer Program
• 
Mandated training and certification where applicable,
based on the offense

Offense #3 Termination Permanent

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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 26
they are associated.
Elite, Advanced Platform & 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 Trainer Program
• 
No joint customer activities
• 
Mandated training and certification where applicable,
based on the offense

Offense #4 Termination Permanent

Additional considerations for all Partners

• ServiceNow will permit suspended Partners to retain
access to their Demo Instances for the duration
of a suspension.
• If and when a Partner is identified for termination,
ServiceNow provides 90 days of access to Demo
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.
• A suspension term is six months—reinstatement is by
Program approval only.
• If a Partner has two suspensions less than 365 days
apart, ServiceNow reserves the right to terminate
the Partner.
• If a Partner has two warnings less than six months
apart, the Partner will be suspended.

© 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.
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
• Cheating on, or assisting others with cheating on,
certification exams
• 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:

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

Build Offense #1 • Remediation plan from Partner
• 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 #3
• 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 28
they are associated.
Additional considerations – Certification or Voucher Fraud Offenses Accumulation Matrix

Offense Description

3 individual people or a group of 3 within 6 months triggers impact based

1 - 3 people with no collusion
on Accountability Matrix set forth in this Guide

1 offense triggers impact based on Accountability Matrix set

3 - 10 people with collusion
forth in this Guide

1 offense triggers impact based on Accountability Matrix set forth in this

> 10 people with collusion
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 29
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
New: Partner Development Fund Access*
Enhanced
Enhanced ServiceNow Badge Eligibility
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 your 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 your Practice

New– Demonstration Instance Access
New
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 30
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 your 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 your 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 31
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 32
they are associated.