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Revitalizing ServiceNow's
Partner Marketing Program

ServiceNow, a leader in cloud-based platforms, partnered with Twogether to overhaul an underperforming partner marketing program, transforming it into a dynamic and adaptive solution in just 8 weeks. With the creation of ‘Demand Center’, ServiceNow introduced a flexible, responsive, and engaging partner ecosystem that boosted satisfaction, increased partner participation, and set a new standard for collaborative success.

8 weeks from brief to launch

75% of partner targets registered in 2 months

65% of registrants complete briefing call in 2 months

One size doesn’t fit all

ServiceNow's previous partner marketing program wasn’t right—for either ServiceNow or their partners, leaving both parties feeling disconnected. The one-size-fits-all approach simply didn’t work.

Their program needed a complete reset—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.

Seamless platforms, AI and ultimate flexibility

With the successful launch of PDF at their conference, ServiceNow introduced 'Demand Center', a shop front of managed marketing services designed to upskill partners with best practice marketing packages they could buy. Each activity was specifically offered with the partner’s development in mind, including paid social, digital events, email nurture and value proposition health checks.

With support from dedicated AI-backed reporting tools, Statements of Work (SOWs) were accelerated enhancing partner engagement faster. This allowed ServiceNow Partner Account Managers (PAMs) to build on productive partner relationships.

With flexibility at its core, the program was tailored to meet each partner's varying needs, allowing them the freedom to use their own agency rather than being tied down to a single option.

Transformative results and positive feedback

The new Demand Center was an immediate success. Partner registrations skyrocketed 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 months

65% of registrants complete briefing call in 2 months

We found the previous partner programme 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