Show Notes
Introduction: A Moment of Acceleration The pace of change has become the defining characteristic of the AI era. As Marc Monday puts it, quoting Bill McDermott, “The pace of change has never been this fast and it’ll never be this slow again.” And inside ServiceNow’s rapidly expanding partner ecosystem, that accelerating change is creating unprecedented opportunity for partners. In this episode, I spoke with Marc Monday, GVP of Americas Partnerships & Channels at ServiceNow. Marc and I dive into how ServiceNow is approaching AI, why partners remain essential, and why orchestration - not infrastructure - is becoming the most critical layer in the enterprise tech stack. Inside Partnering is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.
The Partner Role in an Agentic World ServiceNow’s AI strategy is focused on meeting customers where they are. That means working with the infrastructure, data, and applications they already have - not forcing costly rip-and-replace motions. Marc emphasizes that this is exactly where partners shine. “Partners bring a deep level of specialization in customer understanding, and partners know how to move fast and meet the market where it is.” ServiceNow has five partner routes to market - consulting and implementation, resellers, service providers, hyperscaler co-selling, and tech/build partners. Increasingly, partners combine multiple motions, creating IP, offering managed services, and developing apps. Marc’s view is simple: focus on outcomes, not taxonomy. “If we fall into that legacy taxonomy, sometimes it hamstrings what the partner is providing.” Workflow Orchestration as the New Control Tower One of the big ideas Marc shares is the rise of the orchestration layer - the system that coordinates agents across the enterprise. ServiceNow sits across the data layer, application layer, and now agentic workflows, giving it a unique ability to coordinate how work actually gets done. “At the end of the day, it’s about workflow orchestration and what that control tower is going to look like.” This orchestration layer determines which agent acts first, what data it accesses, and how steps flow across systems. It’s the enterprise equivalent of air traffic control. Real Value: Pragmatic AI, Not Whiz-Bang Demos Marc shares an important reminder - the most meaningful AI value often comes from eliminating the everyday “administrivia.” “If you talk to a user, they can tell you right away… This is the administrivia that just takes the air out of my day.” Partners play a crucial role in discovering these real-world use cases, mapping processes, and turning small but painful inefficiencies into major productivity improvements. Where the Opportunities Are Emerging ServiceNow is seeing strong opportunity across four primary areas: 1. Autonomous IT Hardware management, IT service delivery, systems improvement. 2. Security AI is increasing both complexity and opportunity across the security surface. 3. CRM and Customer Experience Extending ServiceNow’s strong CSM foundation. 4. Cross-Application Interoperability Where agents, workflows, and orchestration combine. Throughout all of these, partners act as the translators connecting enterprise reality with AI-enabled execution. Co-Sell: It Depends - Because It Must When I asked Marc about co-sell motions, his answer was delightfully honest: “It depends. It really does depend what is the customer’s expectation.” ServiceNow supports store listings, deal registration, partner-led opportunities, and multi-party co-sell with hyperscalers. Marc’s team brings together the right partner and the right opportunity at the right time. The Road Ahead Marc’s final insight was about trust and flexibility - two things customers need most right now. “Customers need flexibility. Customers need partners that can meet them where they are.” As AI accelerates, orchestration becomes more important, partners become more es
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