Revitalizing ServiceNow's partner marketing program.
We helped ServiceNow, a leader in cloud-based platforms, overhaul their underperforming partner marketing program—boosting satisfaction, increasing partner participation, and setting a new standard for collaborative success.
8 weeks
from brief to launch75%
of partner targets registered in 2 months65%
of registrants complete briefing call in 2 monthsTurns out that one size doesn't fit all.
The previous partner marketing program wasn't right. Its one-size-fits-all approach left everyone feeling disconnected.
A complete reset was needed to provide an adaptive and partner-centric solution, agile enough to meet unique partner needs and boost engagement across EMEA, APAC, and the Americas. It called for a nuanced and inventive approach to partner-relationship management to build trust and drive performance.
The catch? It was needed fast, with the ServiceNow Knowledge conference only eight weeks away.
Shifting focus to rebuild trust.
A new Partner Development Fund (PDF) program was designed, with our Concierge Service at its heart. New levels of flexibility, speed, and adaptability were introduced to meet diverse partner goals and go-to-market strategies.
We built several activities based on business outcomes with an aim to better understand the goals of each individual partner.
Creating a seamless marketing platform in this way helped us shift focus, to engage partners more fruitfully.
New services, AI acceleration, and total flexibility.
After the PDF launch at their conference, ServiceNow introduced Demand Center: a storefront of managed marketing services built to upskill partners. Partners could buy proven packages—paid social, digital events, email nurture, and value proposition health checks—each designed to support partner development.
AI-backed reporting sped up statements of work (SOWs), accelerating engagement. That gave partner account managers (PAMs) more momentum with the partners already moving.
Flexibility stayed key. Partners could tailor the program to fit their needs—and use their own agency instead of being locked into one.
Great figures and feedback.
The new Demand Center was an immediate success. Partner registrations rocketed as partners embraced the new, flexible structure. The positive response was overwhelming—even non-eligible partners were eager to join. Registered partners praised the platform's ease of use and adaptability, calling it a game-changer.
75%
of partner targets registered in 2 months65%
of registrants complete briefing call in 2 monthsWe found the previous partner program a little rigid last year. But this year, the key word I keep using is flexibility. It works for our agile strategy—super excited to be utilizing. It was so easy, like going online shopping.Registered ServiceNow partner
Learn how we unlock partner potential and can help you scale faster and smarter
OUR WORK
Case Studies
Bring it together
Lots of channel programs end up with scattered data in multiple portals. We helped Samsung France bring it all together, for instant insight and impressive growth.
Loyalty pays all
There can be a direct link between rewarding partner loyalty and increasing sales. Lenovo achieved this with a highly personalized journey.
