ServiceNow, Inc. (NOW): Business Model Canvas [Dec-2025 Updated]

You're digging into how ServiceNow, Inc. is locking down its position as the essential operating system for the modern enterprise as of late 2025, and the answer lies in their AI-infused platform strategy. Honestly, this business model is built for stickiness, evidenced by their near-perfect 98% renewal rate and a projected FY 2025 subscription revenue between $12.78 billion to $12.80 billion. It's not just about IT Service Management anymore; it's about using Generative AI to drive hyperautomation across their 553 largest customers, all while maintaining a stellar non-GAAP subscription gross margin around 83.5%. To see the engine driving these impressive figures-from their Key Resources to their high-touch Customer Relationships-check out the full Business Model Canvas mapped out below.

ServiceNow, Inc. (NOW) - Canvas Business Model: Key Partnerships

You're looking at the structure that lets ServiceNow, Inc. scale its platform across the enterprise world, so let's detail the key players enabling that growth as of late 2025.

The firm relies heavily on its Global Elite Partners for massive implementation scale and co-creation efforts. For instance, in the 2025 Partner Awards, Accenture took home the Global Elite Partner of the Year for Worldwide and Americas, while Deloitte secured the same award for EMEA. Deloitte's ServiceNow practice alone is powered by over 11,000+ dedicated professionals, holding more than 16,700+ certifications, including 25 Certified Technical Architects (CTAs) and 11 Certified Master Architects (CMAs). This partnership supports over 10,000+ ServiceNow implementations for their 6,000+ clients. To be fair, other Global Elite partners like Cognizant are targeting $1 billion in combined business with ServiceNow.

Strategic technology alliances are critical for embedding advanced capabilities directly into the Now Platform. The deepening partnership with NVIDIA is central to this, focusing on AI infrastructure. ServiceNow's AI-related products are now expected to exceed $500 million in annual contract value (ACV). This collaboration saw the debut of the Apriel Nemotron 15B model and the integration of NVIDIA's NeMo microservices into the Workflow Data Fabric. This AI push is showing up in deal metrics; ServiceNow closed 12 Now Assist deals exceeding $1 million each during Q3 2025.

A major financial commitment underscores the importance of experience orchestration. ServiceNow committed to an investment of up to $750 million in Genesys, a global leader in AI-Powered Experience Orchestration, with Salesforce joining in for a total commitment of $1.5 billion. This investment reinforces Genesys as the strategic customer experience orchestration platform for ServiceNow's enterprise customers.

The ecosystem extends significantly through the ServiceNow Store, which is fueled by Independent Software Vendors (ISVs) extending platform capabilities. The market for these Store Apps is forecasted to hit an industry revenue of $10.42 billion in 2025, up from $8.29 Billion in 2023.

The final piece involves Managed Service Providers (MSPs) who handle platform administration and ongoing support for clients.

Here's a quick look at the scale of the key partner types and related financial metrics:

The platform's overall financial performance reflects this ecosystem strength; ServiceNow raised its full-year 2025 revenue outlook to $12.8 billion, with Q3 2025 subscription revenue hitting $3.299 billion, a 20.5% year-over-year increase.

You should track the growth in AI-specific deal metrics, like the 12 Now Assist deals over $1 million in Q3 2025, as a leading indicator of partner-enabled monetization success.

ServiceNow, Inc. (NOW) - Canvas Business Model: Key Activities

You're looking at the core engine driving ServiceNow, Inc.'s growth as of late 2025. The key activities are heavily weighted toward platform evolution, especially around embedding artificial intelligence everywhere.

Core platform development and continuous innovation of the Now Platform

ServiceNow, Inc. focuses intensely on evolving the Now Platform to maintain its position as the enterprise operating system. This involves simplifying the underlying structure to make adoption easier for customers.

Management collapsed disparate HRSD, Procurement, Facilities, and Legal SKUs into a Core Business Suite priced per employee plus a metered agent-assist layer, simplifying 250 SKUs into persona-focused suites plus "Now Next AI" consumption blocks.

Integrating Generative AI (Now Assist) into all workflow products for automation

The integration of Generative AI via Now Assist is a primary activity, shifting from simple assistance to agentic automation. This is a major driver of expansion within the existing customer base.

The company disclosed over 1k customers live on agentic AI with $250 million ACV already monetized, using a hybrid seat/consumption model to accelerate uptake. Now Assist generative AI offerings are on pace to exceed $500 million in ACV in 2025. AI Pro Plus usage across ITSM, CSM, and HR rose over 50% sequentially. The AI Agent Orchestrator feature exceeded its full-year net new ACV targets within just 60 days.

Here's a snapshot of the AI adoption and maturity context:

Sales and marketing to secure large enterprise contracts (>$1 million ACV)

Securing and expanding large enterprise contracts is central to ServiceNow, Inc.'s revenue model. The focus is clearly on increasing the Annual Contract Value (ACV) per customer.

The company reported 89 transactions over $1 million in net new ACV in Q2 2025. Sales and marketing expenses reached $3.8 billion in 2024 as part of this expansion effort.

• Customers with more than $5 million in ACV reached 528 as of Q2 2025.
• The number of customers with more than $20 million in ACV grew over 30% year-over-year as of Q2 2025.
• The Renewal Rate remained at 98% for Q2 2025.

Developing and launching industry-specific solutions (e.g., Telecom, Financial Services)

ServiceNow, Inc. drives revenue by tailoring its platform across specific industry verticals, moving beyond its IT roots. This is reflected in the revenue contribution breakdown by workflow type.

In 2025, Technology workflows, which include core IT offerings, accounted for 53% of total revenue. Customer and Employee workflows accounted for 24% of total revenue. Creator Workflows and others accounted for the remaining 23%.

Specific sector growth highlights include:

• Manufacturing sector revenue more than doubled year-over-year.
• Healthcare and life sciences grew over 70%.

Managing a global cloud infrastructure for platform-as-a-service delivery

The delivery mechanism relies on a resilient, global cloud-native infrastructure. Expansion into new geographic regions is a key activity to meet data residency and compliance needs.

ServiceNow, Inc.'s cloud-native infrastructure supports processing billions of queries hourly across five continents. The company announced plans to invest $1.5 billion in the UK in October 2024, with data centers in London and Newport, Wales. A ServiceNow UAE Cloud, hosted on Microsoft Azure, had a targeted delivery window in the first half of 2025.

Finance: draft 13-week cash view by Friday.

ServiceNow, Inc. (NOW) - Canvas Business Model: Key Resources

You're looking at the core assets that make ServiceNow, Inc. such a dominant player in the enterprise software space as we close out 2025. Honestly, it's less about what they sell and more about what they own-the platform, the data, and the talent that builds and sells it. Here's the breakdown of those foundational resources.

The proprietary, unified Now Platform architecture and its underlying data model

The platform itself is the single most important asset. It's the unified foundation that lets IT, HR, Customer Service, and Creator workflows all talk to each other without the usual integration headaches you see elsewhere. This architecture supports massive scale, which is critical given the data volumes flowing through it.

Here's a look at the scale of contracted future revenue, which is a direct proxy for platform commitment:

Intellectual property centered on AI, machine learning, and workflow automation

ServiceNow, Inc.'s IP is heavily weighted toward making its platform intelligent and autonomous. They aren't just bolting on features; they are embedding them deeply into the workflow engine. This focus on agentic AI is what keeps them differentiated.

The investment in this IP is substantial, showing up directly in the income statement:

• Research and Development Expenses for the twelve months ending September 30, 2025, hit $2.855B.
• R&D Expenses for Q2 2025 were reported at $734.00M.
• The platform has rolled out over 360 industry-specific AI capabilities across various sectors.
• The platform now includes over 150 generative AI features.
• A year after launching Now Assist, around 44 AI customers were spending between $1 million and $10 million annually.

A large, highly-skilled global workforce, especially R&D and specialized sales teams

Scaling a platform this complex requires a deep bench of engineers and a sales force capable of selling cross-enterprise solutions, not just IT tickets. You see this investment in the headcount growth, even as they focus on efficiency.

Here's the headcount picture for late 2025, based on the latest projections:

Mission-critical customer data and a single system of record for enterprise workflows

The data residing on the platform-configuration management database (CMDB) entries, incident histories, service requests-becomes a massive asset because it feeds the AI and proves the platform's necessity. When a customer has years of operational data in one place, switching costs skyrocket.

The high-value customer base demonstrates this mission-critical dependency:

• Customers with an Annual Contract Value (ACV) exceeding $5 million reached 553 by the end of Q3 2025.
• This $5M+ ACV customer segment showed year-over-year growth of approximately 18% in Q3 2025.
• By the end of fiscal year 2024, the company had over 8,400 total customers.
• The number of customers with $1M+ ACV reached 2,109 at the end of fiscal year 2024.

Strong brand reputation as the platinum standard for enterprise IT Service Management (ITSM)

While the platform has expanded, the ITSM heritage remains a powerful brand anchor. This reputation drives budget allocation decisions, which is a tangible financial indicator of brand strength.

The market perception translates directly into customer commitment:

• Nearly 78% of CIOs planned to increase their ServiceNow budgets in 2025.
• ServiceNow ITSM held an estimated market share of 44.4% in the overall ITSM Applications market in 2024.
• In the specific IT Service category, the estimated market share for ServiceNow ITSM in 2025 was 5.73%, ranking it #4 among competitors.
• ServiceNow was the only vendor named a Leader in Gartner's AI Applications in IT Service Management report for 2025.

Finance: draft 13-week cash view by Friday.

ServiceNow, Inc. (NOW) - Canvas Business Model: Value Propositions

You're looking at the core value ServiceNow, Inc. delivers, which is clearly reflected in their late 2025 financial performance and stated customer outcomes. It's about moving from point solutions to an enterprise-wide digital nervous system.

Enterprise-wide digital transformation and silo elimination via a single platform.

The commitment to a single platform is translating directly into massive contracted revenue visibility. As of September 30, 2025, the total Remaining Performance Obligations (RPO) stood at an impressive $24.3 billion, showing deep enterprise commitment. Current RPO (cRPO), which is the revenue expected in the next 12 months, was $11.35 billion, up 21% year-over-year in constant currency. This platform consolidation is what drives their top-line growth; Q3 2025 subscription revenues hit $3,299 million, growing 21.5% year-over-year. The platform's breadth is evident in the revenue mix, with Creator Workflows, which includes App Engine, accounting for 23% of total revenue in 2025. You see this enterprise stickiness in their high-value customer base: they ended Q3 2025 with 553 customers spending over $5 million in Annual Contract Value (ACV), an 18% year-over-year increase.

Here's a quick look at the scale of their contracted business as of Q3 2025:

Significant operational cost reduction through AI-driven hyperautomation.

The integration of AI, particularly with the Now Assist suite, is a major value driver now. Early adopters are seeing substantial shifts in workload. For instance, AI is reportedly leading to up to a 55% reduction in repetitive ticket handling. Furthermore, the company is projecting that AI products will exceed $500 million in ACV for 2025, with a target of $1 billion in AI ACV for 2026. This focus on automation is supported by broader industry trends; Gartner predicts that by the end of 2025, 80% of enterprises will have adopted AI-enabled workflows. The overall platform efficiency is reflected in the raised full-year 2025 Non-GAAP operating margin target of 31%.

Low-code/no-code development (App Engine) for rapid custom application creation.

The App Engine capability democratizes application development, letting business units build solutions without waiting for centralized IT backlogs. This focus on creator workflows is a significant part of the business, making up 23% of total revenue in 2025. This aligns with market expectations; Gartner estimates that by the end of 2025, over 70% of new enterprise applications will be built using low-code/no-code platforms. This capability helps enterprises onboard new modules quickly; nearly 100% of surveyed customers plan to onboard at least one new module in the coming year.

Proactive issue resolution and risk management (ITOM, SecOps, GRC).

The value here is quantified in reduced downtime and lower compliance risk. Through ITOM observability, customers report achieving 25% less downtime. For IT Service Management (ITSM) automation, organizations realize 35 to 60 percent faster incident resolution. On the risk side, IT Asset Management (ITAM) controls are helping enterprises achieve up to a 40 percent lower audit risk. ServiceNow's ITOM suite is used by more than 70% of Fortune 500 organizations with hybrid or multi-cloud infrastructure.

Unified employee and customer experience across IT, HR, and Customer Service.

The push for unified experience is driving strong adoption outside of traditional IT. For example, ServiceNow HR Service Delivery (HRSD) saw growth of more than 30% year-over-year in North America. This focus on experience is critical because reports indicate 89% of customers expect faster service resolution. The platform helps meet this by enabling faster onboarding, with customers reporting up to a 50% faster onboarding process using HR Service Delivery. Over 70% of large enterprises are now using platforms like ServiceNow to automate at least 40% of their service delivery functions across departments.

The execution on these value propositions resulted in a Non-GAAP EPS of $4.82 for Q3 2025, significantly beating the consensus estimate of $4.26. Finance: draft the Q4 2025 cash flow forecast incorporating the raised 34% FCF margin guidance by next Tuesday.

ServiceNow, Inc. (NOW) - Canvas Business Model: Customer Relationships

You're looking at how ServiceNow, Inc. (NOW) keeps its massive enterprise customer base locked in and growing. It's not just about selling software; it's about embedding the platform so deeply that it becomes mission-critical. This deep integration is what drives their impressive retention figures.

Dedicated, high-touch account management for large enterprise clients

ServiceNow, Inc. focuses significant resources on its largest customers, which are the primary drivers of their Annual Contract Value (ACV) expansion. The relationship model here is definitely high-touch, involving dedicated account teams focused on driving platform adoption across multiple departments, not just IT.

The success in this segment is clear from the growth in high-value contracts. For instance, as of the end of Q2 2025, ServiceNow had 528 customers with an ACV exceeding $5 million. Furthermore, the number of customers with an ACV greater than $20 million grew by over 30% year-over-year as of Q2 2025. Almost nine in 10 companies in the Fortune 500 rely on the ServiceNow platform.

Here's a quick look at the growth in these top-tier relationships:

This consistent expansion in both the count and the average spend per large customer shows that the high-touch approach is successfully translating into deeper platform utilization.

Long-term, sticky relationships evidenced by a high 98% renewal rate

The stickiness of the ServiceNow platform is perhaps the most telling metric of its customer relationship health. You don't see renewal rates like this unless the product is seen as essential infrastructure.

ServiceNow, Inc. reported a 98% Renewal Rate for Q2 2025, a figure they have maintained consistently across the last five reported quarters, spanning from Q2 2024 through Q2 2025. To be fair, this rate would have been 98% even in Q3 2025, excluding the impact of one large US Federal agency closure. This level of retention signals that the platform is deeply embedded in core business processes.

The stickiness is further supported by expansion within the existing base:

• Approximately 70% of customers grew their ACV in a prior period.
• The CRM segment, a newer area of focus, achieved an ACV of $1.4 billion by the end of 2024, growing 30% year-over-year.

Customers aren't just staying; they are buying more.

ServiceNow Impact™ success plans for guided, long-term platform adoption and value realization

The ServiceNow Impact™ approach is designed to move customers beyond initial deployment to full, cross-enterprise value realization. This is about guiding the customer journey to ensure they see tangible operational and financial benefits over the long haul.

The focus is on concrete outcomes, such as driving operational efficiencies and employee productivity. For example, a logistics company that extended ServiceNow into HR case management saw a 25% faster onboarding time and improved employee retention. Internally, ServiceNow itself uses its own AI agents to automate 37% of its customer support cases, demonstrating the potential for efficiency gains that the Impact plans aim to replicate for clients. The platform's expansion into areas like CRM is also a key part of this, aiming to consolidate functions and reduce technology fragmentation for customers looking to cut licensing and maintenance costs.

Self-service and community support for developers and platform administrators

For the technical users-the developers and administrators who keep the platform running and expanding-ServiceNow, Inc. fosters a strong ecosystem that supports self-service and collaboration. This is crucial as low-code adoption grows.

The platform is recognized as a leader in low-code, with Gartner naming it a "Leader for Enterprise Low-Code Application Platforms" for the fifth consecutive year in 2024. This low-code environment empowers citizen developers to build tailored applications.

The community aspect is vital for accelerating adoption and sharing best practices:

• Community Forums let builders collaborate and share answers.
• This reuse of tested answers helps organizations innovate faster.
• Developers leverage Integration Hub spokes to reduce custom scripting and development overhead.

The platform's evolution in 2025 includes over 150 generative AI features, which require skilled builders to implement effectively, making community knowledge sharing even more important. Finance: draft 13-week cash view by Friday.

ServiceNow, Inc. (NOW) - Canvas Business Model: Channels

You're looking at how ServiceNow, Inc. gets its software and services into the hands of its massive enterprise customer base as of late 2025. It's a multi-pronged approach, heavily weighted toward subscription revenue, which hit $3.299 billion in the third quarter of 2025 alone. For the full year 2025, the company raised its guidance for subscription revenue to the range of $12.835 billion to $12.845 billion.

Direct enterprise sales force for securing and expanding large contracts

The direct sales force remains the engine for securing the largest, most strategic deals. This team focuses on expanding the footprint within existing accounts, evidenced by the growth in the highest-value customer cohort. As of September 30, 2025, ServiceNow ended the quarter with 553 customers having more than $5 million in Annual Contract Value (ACV), which was an 18% year-over-year increase. This focus on high-ACV expansion is a key indicator of success for the direct sales motion, which is tasked with driving adoption of the platform's core workflows and new AI offerings like Now Assist.

Global partner ecosystem for implementation, consulting, and resale

The partner ecosystem is critical for scale, especially for implementation and consulting services that surround the core subscription sale. ServiceNow has been aggressively investing here; for instance, they nearly quadrupled their investment in partner incentives and specializations in January 2025 to help partners capitalize on AI solution growth. This ecosystem includes Global Elite partners like Infosys and Cognizant, with Cognizant specifically on a path to drive $1 billion in combined business with ServiceNow. The partner channel is essential for delivering the complex deployments required by the growing customer base, which saw 72 transactions with new ACV exceeding $1 million in Q1 2025 alone.

Here's a look at the scale and focus across the primary channels as we approach the end of 2025:

The ServiceNow Store for distributing partner-built and custom applications

The ServiceNow Store functions as a critical distribution and monetization channel for the platform's extensibility, driven by third-party Independent Software Vendors (ISVs) and solution providers. The overall market for these apps is substantial; the ServiceNow Store Apps Market size is forecasted to reach $10.42 billion in revenue for 2025. This marketplace allows ServiceNow to expand its functional reach without developing every feature internally, relying on partners to build and sell cloud-native enterprise applications directly to customers who need specialized functionality.

Digital channels for marketing, product demos, and lead generation

Digital channels are the top-of-funnel mechanism that feeds both the direct sales team and the partner network. ServiceNow dedicates significant resources to this area, having spent about $3.8 billion on sales and marketing expenses in 2024 as part of its expansion and customer acquisition efforts. The company uses its website to support lead generation directly, offering options like Live Demos for prospective customers. This digital investment supports the overall growth trajectory, with the company raising its full-year 2025 guidance for operating margin to 31% and free cash flow margin to 34%, signaling efficiency gains even as they invest heavily in market awareness.

ServiceNow, Inc. (NOW) - Canvas Business Model: Customer Segments

You're looking at the core of ServiceNow, Inc.'s (NOW) revenue engine-the enterprises that rely on the platform to run their most critical operations. This segment is heavily weighted toward the largest global players, indicating a deep penetration into mission-critical IT and enterprise functions.

ServiceNow, Inc. focuses its efforts on a specific tier of customer, prioritizing large organizations where workflow consolidation and digital transformation efforts yield the highest return on investment for both parties. This focus drives significant deal size and high retention rates.

• Global Fortune 500 enterprises, with over 85% of the list utilizing the ServiceNow AI Platform as of late 2025.
• Enterprises that are actively consolidating systems across IT, HR, and Customer Service onto a single platform.
• Companies operating in highly regulated sectors, including Financial Services and Healthcare.

The company's success is clearly visible in its high-value customer cohort, which continues to expand rapidly. These are the customers driving significant Annual Contract Value (ACV) growth through platform expansion and adoption of new AI-driven offerings like Now Assist.

The focus on large enterprises naturally includes significant engagement with the public sector. ServiceNow, Inc. maintains a strong presence in government, which is a key vector for platform adoption, even while navigating specific budgetary dynamics within that space.

You see this concentration of value in the deal flow as well. For instance, in Q3 2025, ServiceNow closed 103 transactions over $1 million in net new ACV. Honestly, that sales engine is humming.

• Large government and public sector organizations, including specific focus areas like the U.S. Federal agencies.
• Enterprises in regulated industries such as Financial Services, where platform trust and governance are paramount.

ServiceNow, Inc. (NOW) - Canvas Business Model: Cost Structure

The Cost Structure for ServiceNow, Inc. (NOW) is heavily weighted toward talent acquisition and market expansion, reflecting its position as an enterprise-grade platform leader. The company's high-margin subscription business model allows for significant reinvestment in innovation and sales reach.

High investment in Research & Development (R&D) for AI and platform innovation remains a core cost driver. For the twelve months ending September 30, 2025, Research and Development Expenses totaled $2.855B. This investment fuels the platform's evolution, particularly around generative AI capabilities like Now Assist, which is on pace to exceed $500 million in Annual Contract Value (ACV) in 2025. The R&D spend as a percentage of revenue in the third quarter of 2025 was 16.1%.

Significant Sales and Marketing (S&M) expenses are necessary to drive the continued enterprise adoption and expansion within the installed base. In Q3 2025, S&M as a percentage of revenue stood at 26.9%. This spending supports landing and expanding with large customers; the company ended Q3 2025 with 553 customers with more than $5 million in ACV, an 18% year-over-year increase.

Personnel costs are the largest component within the operating expenses, particularly for the highly compensated engineering and sales talent required to build and sell a complex, AI-driven platform. The high growth in large deals, including 103 transactions over $1 million in net new ACV in Q3 2025, directly correlates with the size of the sales force investment.

Cloud infrastructure and data center operating costs are embedded within the Cost of Revenue. While a specific dollar amount for these costs isn't broken out, the company's focus on operationalizing financial control through its Cloud Cost Management tool suggests these are material costs being actively managed, including those for supporting public cloud spend and AI infrastructure.

The inherent efficiency of the software delivery model keeps the Cost of Revenue low relative to subscription intake. ServiceNow raised its full-year 2025 guidance for the non-GAAP subscription gross margin to approximately 83.5%. For the third quarter of 2025, the non-GAAP subscription gross margin was reported at 83%, demonstrating strong leverage, especially when compared to the GAAP total gross margin of 77.5% for the same period (Total Gross Profit of $2,633 million on Total Revenues of $3,407 million).

Here's a quick look at the major operating expense ratios from the Q3 2025 period:

The company's focus on efficiency is clear in its margin expansion targets. ServiceNow raised its full-year 2025 non-GAAP operating margin target to 31%, up from a previous target, attributing this leverage to AI operational efficiencies.

Key cost components and associated metrics include:

• R&D Spend (TTM Sep 2025): $2.855B.
• Non-GAAP Subscription Gross Margin (FY 2025 Guidance): 83.5%.
• Q3 2025 Non-GAAP Operating Margin: 33.5%.
• AI Products ACV run-rate (2025): On pace to exceed $500 million.
• Share Repurchase (Q3 2025): Approximately $584 million used to manage dilution impact.

Finance: review the capital expenditure forecast for data center capacity against the raised Free Cash Flow Margin guidance of 34% by end of year.

ServiceNow, Inc. (NOW) - Canvas Business Model: Revenue Streams

You're looking at how ServiceNow, Inc. actually brings in the money, and honestly, it's almost entirely about keeping customers locked into their platform via recurring contracts. The engine here is the subscription model, which is the bedrock of their financial stability.

For the full Fiscal Year 2025, ServiceNow projects its recurring subscription revenue to land in the range of $12.78 billion to $12.80 billion. This is the core number you need to watch. To put that in perspective, the total expected annual revenue for FY 2025 is estimated to be between $13.20 billion to $13.22 billion, meaning subscription revenue accounts for roughly 97% of the total sales. Just looking at the third quarter of 2025, subscription revenues hit $3,299 million.

The way you pay for that access is primarily through per-user or per-agent licensing, which is definitely tiered. This structure helps you understand where the big spenders are-it's the operational staff, the ones actually resolving the work.

This tiered approach means that upgrading from a Standard to a Professional or Enterprise bundle significantly increases the per-user price. For instance, those Fulfiller licenses, the ones your IT team and developers use to actually work on tickets, carry the highest per-user cost.

Now, the smaller piece of the pie comes from Professional Services, which covers implementation, training, and consulting to get you set up. This is a necessary cost, but it's not the primary revenue driver. In Q3 2025, Professional services and other revenue was only $108 million. For comparison, that same quarter's subscription revenue was $3,299 million.

The real shift in 2025 is how ServiceNow is monetizing its new intelligence layer. They are moving toward consumption-based pricing for features like Now Assist. This means that while you might have a base subscription, your actual bill will be influenced by usage metrics, like 'Assist' tokens or orchestration transactions. This is a new variable cost component that customers need to track closely, as usage is growing fast; for example, Now Assist usage grew 9X between January and June 2025.

The revenue base itself is diversified across the platform's main workflow categories, showing where the platform is being adopted across the enterprise. You can see the breakdown of revenue contribution for 2025 here:

• Technology workflows (ITSM, ITOM, SecOps): 53% of total revenue.
• Customer and employee workflows (HRSD, CSM): 24% of total revenue.
• Creator Workflows and others (App Engine): 23% of total revenue.

If you're managing the budget, remember that the core license cost is only part of the story; implementation and consulting often cost 3x to 5x the annual license fee for many large enterprises.

Finance: draft 13-week cash view by Friday.