In This Article
- Why the Licensing Model Decision Matters More Than You Think
- Named User Licensing: How It Works
- Unrestricted User Licensing: How It Works
- Side-by-Side Comparison
- When Named User Licensing Makes Sense
- When Unrestricted User Licensing Makes Sense
- Hidden Costs and Traps: Named User Model
- Hidden Costs and Traps: Unrestricted User Model
- Hybrid Approaches: Mixing Named and Unrestricted
- Negotiation Strategies for Each Model
- Switching Models: What You Need to Know
- How Redress Compliance Can Help
One of the most consequential — and least understood — decisions that enterprise procurement teams make when buying ServiceNow is the choice between named user licensing and unrestricted user licensing.
On the surface, it seems straightforward: named user licensing charges per individual fulfiller, while unrestricted user licensing provides a flat-fee model that allows unlimited fulfillers. In practice, the distinction is far more complex, and the financial implications of choosing the wrong model can be enormous — often running into hundreds of thousands or even millions of dollars over the life of a multi-year agreement.
Yet most enterprises make this decision without adequate analysis, relying on ServiceNow’s account team to recommend the “right” model. The problem is that ServiceNow’s recommendation is optimised for ServiceNow’s revenue, not your cost efficiency. The model that generates the highest total contract value for ServiceNow is the one their sales team will push — and it may not be the model that delivers the best value for your organisation.
This guide explains both models in detail, when each is commercially advantageous, where the compliance and cost traps are, and how to negotiate the best terms regardless of which model you choose. It is written by the advisory team at Redress Compliance, including a former ServiceNow VP with direct insider knowledge of how ServiceNow structures and prices both models internally.
1. Why the Licensing Model Decision Matters More Than You Think
Before diving into the mechanics of each model, it is worth understanding why this decision has such outsized commercial impact.
ServiceNow’s subscription pricing is fundamentally driven by how many people use the platform in a fulfiller capacity. Unlike traditional on-premise software where you buy perpetual licences once, ServiceNow charges recurring annual fees that are directly tied to your user model. This means the licensing model you select at the point of purchase becomes the pricing architecture for your entire ServiceNow relationship — across every renewal, expansion, and module addition for years to come.
The wrong model at inception creates a compounding cost problem:
- Overcommitment risk: Named user models require you to predict your fulfiller count accurately. Over-estimate, and you pay for shelfware. Under-estimate, and you face mid-term true-up costs at unfavourable rates.
- Scalability cost: Adding users under a named model means incremental licence costs for every individual. Under an unrestricted model, adding users is free — but the flat fee is higher from day one.
- Renewal baseline inflation: Whatever model and user count you commit to in your initial agreement becomes the baseline for renewal pricing. ServiceNow will resist any reduction from this baseline, regardless of actual usage.
- Compliance exposure: Named user models create ongoing compliance obligations to track, manage, and report individual user counts. Unrestricted models eliminate fulfiller-count compliance risk entirely — but introduce different risks around module scope and edition entitlements.
“We consistently see enterprises that chose the wrong licensing model at the point of initial purchase and are now locked into a cost structure that is 25–35% more expensive than the alternative. Switching models mid-contract is possible but commercially difficult — ServiceNow has little incentive to move you to a cheaper model.”
2. Named User Licensing: How It Works
Named user licensing is ServiceNow’s most common subscription model, particularly for ITSM, ITOM, CSM, and HR Service Delivery products. Under this model, you purchase a specific number of named fulfiller licences for each ServiceNow module you subscribe to.
Core Mechanics
Each named user licence is assigned to a specific individual who acts as a fulfiller within the ServiceNow platform. A fulfiller is any user who performs work within ServiceNow — resolving incidents, completing tasks, managing workflows, building reports, configuring modules, or administering the system.
The key characteristics of the named user model are:
- Per-user pricing: You pay a per-fulfiller annual subscription fee for each named user, multiplied by the number of fulfillers licensed. Pricing varies by module, edition tier (Standard, Professional, Enterprise), and negotiated discount level.
- Individual assignment: Each licence is assigned to a specific, identifiable person. The licence cannot be shared between individuals simultaneously. However, licences can typically be reassigned to different individuals on a periodic basis — most agreements allow reassignment monthly or quarterly.
- Module-specific counts: Named user counts are tracked per module. You might have 500 ITSM fulfillers, 100 CSM fulfillers, and 50 HR Service Delivery fulfillers, each at different per-user price points.
- Requestors excluded: End users who only submit requests, view their own tickets, or consume knowledge articles are classified as requestors and are typically included at no additional charge or at a significantly reduced rate. The named user count applies only to fulfillers.
- Committed minimums: Your subscription agreement commits you to a minimum named user count for each module. You pay for this minimum regardless of actual usage. Reductions below the committed minimum are not permitted during the contract term unless you have negotiated specific reduction rights.
Typical Pricing Ranges
Named user pricing is not published by ServiceNow and varies significantly based on deal size, region, edition, and negotiation. Based on our benchmarking data across hundreds of enterprise ServiceNow agreements, the following ranges are representative:
ITSM Standard
$50–$80 per fulfiller per month at enterprise scale (500+ fulfillers). Smaller deployments may see rates of $90–$120+ per fulfiller per month.
ITSM Professional
$80–$130 per fulfiller per month. Includes Predictive Intelligence, Virtual Agent, and Performance Analytics capabilities not available in Standard.
ITSM Enterprise
$120–$180+ per fulfiller per month. Full ITSM capability set including workforce optimisation and process mining.
Other Modules
CSM, ITOM, HR, SecOps: Per-fulfiller pricing varies widely by module and typically ranges from $40–$150+ per fulfiller per month depending on edition and deal structure.
⚠️ Important: These Are Market Rates, Not List Prices
ServiceNow does not publish list prices. The ranges above reflect what enterprises actually pay after negotiation, based on Redress Compliance’s benchmarking database. ServiceNow’s initial proposals are typically 30–50% above these market rates. If your per-user pricing is at or above the top of these ranges, you are likely overpaying relative to market.
3. Unrestricted User Licensing: How It Works
Unrestricted user licensing — sometimes referred to as “unlimited user” or “enterprise-wide” licensing — is an alternative subscription model where the customer pays a flat annual fee for a ServiceNow module and receives the right to deploy an unlimited number of fulfillers within the licensed scope.
Core Mechanics
Under the unrestricted user model, the pricing is not calculated on a per-fulfiller basis. Instead, ServiceNow prices the subscription based on a combination of factors that approximate the overall value and scale of the deployment:
- Flat annual fee: A single annual subscription price for the module, regardless of how many fulfillers access the platform. This fee is typically negotiated based on the customer’s total employee count, revenue, or another organisational size metric.
- Sizing metric: ServiceNow uses an organisational metric — most commonly total number of employees (not just ServiceNow users) — to determine the base fee for unrestricted licensing. This is conceptually similar to how some ERP vendors price enterprise-wide licences based on revenue or headcount rather than individual user counts.
- No fulfiller-count tracking: Because the model provides unlimited fulfillers, there is no need to count, manage, or report individual fulfiller usage. Any employee who needs fulfiller access can be granted it without incremental cost or compliance concern.
- Module-specific scope: Unrestricted licensing applies to a specific module or product. You might have unrestricted ITSM fulfillers but still use named user licensing for CSM or ITOM. Each module’s licensing model is determined independently.
- Edition-specific: The unrestricted licence is tied to a specific edition tier. If you have unrestricted ITSM Professional, you get unlimited fulfillers for ITSM Professional capabilities — but not Enterprise capabilities. Upgrading the edition requires a new commercial arrangement.
How ServiceNow Prices Unrestricted Licences
Unrestricted user pricing is one of the least transparent areas of ServiceNow’s commercial model. Because there is no published rate card and no per-user formula, the pricing is entirely negotiated — and ServiceNow has considerable latitude in setting the initial proposal.
Based on our advisory experience, unrestricted licensing is typically priced at a level equivalent to what the customer would pay for named user licensing at a hypothetical fulfiller count that is 2–5 times higher than their current deployment. In other words, ServiceNow prices the “unlimited” right at a significant premium to what the customer would pay for their actual usage under a named model.
The premium is designed to ensure that ServiceNow captures the economic upside of the customer’s potential growth. For customers who do grow significantly, the unrestricted model becomes cost-effective. For customers whose fulfiller count remains stable, the premium may never be recouped.
“ServiceNow’s unrestricted user model is essentially a bet on your organisation’s growth trajectory. If your fulfiller count is going to double in three years, it’s a good bet. If your usage is stable, you’re paying a permanent premium for flexibility you may never use.”
4. Side-by-Side Comparison
The following comparison summarises the critical differences between the two models across the dimensions that matter most to enterprise procurement, ITAM, and finance teams.
👤 Named User
Pricing basis: Per fulfiller per year
Cost predictability: Variable — tied to user count
Growth cost: Incremental — each new user adds cost
Shelfware risk: High — unused licences still incur cost
Compliance burden: High — must track and manage counts
Best for: Stable, predictable fulfiller populations
Renewal leverage: Can reduce count to cut costs
👥 Unrestricted User
Pricing basis: Flat fee per module per year
Cost predictability: Fixed — regardless of user count
Growth cost: Zero — add fulfillers at no cost
Shelfware risk: None for fulfillers — no per-user waste
Compliance burden: Low — no fulfiller count tracking
Best for: Growing, unpredictable, or very large deployments
Renewal leverage: Limited — flat fee harder to reduce
5. When Named User Licensing Makes Sense
Named user licensing is the right choice for organisations where the fulfiller population is well-defined, stable, and manageable. Specifically, named user licensing tends to deliver better commercial outcomes when:
Your Fulfiller Count Is Stable
If you have a predictable number of fulfillers that is unlikely to grow significantly during the contract term — for example, a 500-person IT organisation with low turnover and no planned expansion — named user licensing avoids the premium associated with the unrestricted model.
You Have Strong SAM Practices
Organisations with mature software asset management processes can effectively track, manage, and optimise named user counts — reclaiming unused licences, managing role assignments, and ensuring compliance. Without strong SAM, named user models create compliance exposure.
You Want Maximum Renewal Leverage
Named user models give you the ability to reduce your fulfiller count at renewal (or mid-term, if you have negotiated reduction rights). This creates leverage to cut costs. Unrestricted models offer a fixed fee that is harder to negotiate downward because there is no user count to right-size.
Your Deployment Is Module-Concentrated
If your ServiceNow usage is concentrated in one or two modules with a well-defined user population — for example, 400 ITSM fulfillers and nothing else — named user pricing will almost always be cheaper than unrestricted for the same scope.
6. When Unrestricted User Licensing Makes Sense
Unrestricted user licensing delivers the best value when the alternative — named user licensing for your actual and projected user population — would cost more than the flat fee, or when the operational and compliance benefits of the unlimited model outweigh the premium.
Rapid or Unpredictable Growth
Organisations undergoing M&A activity, large-scale digital transformation, or aggressive ServiceNow rollout across business units benefit from the certainty of a flat fee. Every new fulfiller is cost-free, eliminating budget uncertainty and mid-term true-up risk.
Very Large Fulfiller Populations
At very high fulfiller counts (typically 2,000+), the per-user named cost can exceed the unrestricted flat fee. The crossover point varies by module and negotiated rates, but organisations with 3,000+ fulfillers on ITSM often find unrestricted more cost-effective.
Decentralised or Federated IT
Organisations with multiple business units, divisions, or subsidiaries — each managing their own ServiceNow usage independently — often struggle to track named user counts centrally. Unrestricted licensing eliminates the governance overhead and compliance risk of managing counts across a federated structure.
Compliance Risk Aversion
If your organisation has a low tolerance for compliance risk, or if managing named user counts has been historically problematic (resulting in true-up demands or audit findings), the unrestricted model eliminates fulfiller-count compliance exposure entirely.
Enterprise-Wide Platform Strategy
Organisations that have adopted ServiceNow as an enterprise-wide platform strategy — extending beyond IT into HR, facilities, legal, customer service, and other departments — often find that the named user model becomes unmanageable as the fulfiller population extends across the entire organisation. Unrestricted licensing supports this breadth without incremental cost constraints.
7. Hidden Costs and Traps: Named User Model
Named user licensing appears simpler and cheaper at first glance, but there are several hidden costs and compliance traps that can erode or eliminate the apparent saving over unrestricted licensing.
Shelfware Accumulation
The most common hidden cost. Named user counts tend to grow over time as new projects, teams, and use cases are added — but they rarely shrink proportionally as projects end or users move on. Without active licence reclamation, the gap between licensed and active fulfillers widens every year. We routinely see enterprises where 20–30% of named user licences are inactive shelfware.
Mid-Term True-Up Costs
If your actual fulfiller count exceeds your committed named user count during the contract term, ServiceNow will require a true-up — purchasing additional licences at rates that are often less favourable than the original agreement pricing. ServiceNow’s telemetry makes it easy to detect over-deployment, and the true-up conversation typically occurs when you have the least negotiating leverage.
Fulfiller Classification Disputes
Named user models create an ongoing obligation to correctly classify every user as a fulfiller or requestor. As discussed in our ServiceNow License Audit Guide, the boundary between these classifications is ambiguous, and ServiceNow’s interpretation tends to favour the fulfiller classification. Every misclassified requestor is a potential compliance exposure under the named model.
Administrative Overhead
Managing named user licences requires ongoing governance: tracking individual assignments, reclaiming licences from departing employees, managing role changes, and reconciling named users against contract entitlements. For large organisations with thousands of fulfillers across multiple modules, this governance overhead is significant and often underestimated in the total cost of ownership calculation.
Renewal Baseline Lock-In
The named user count in your current agreement becomes the floor for your renewal proposal. Even if your actual usage has declined, ServiceNow will resist reducing the committed count below the current level. Without negotiated reduction rights, you may be locked into paying for the peak fulfiller count you ever committed to — not your current actual usage.
8. Hidden Costs and Traps: Unrestricted User Model
Unrestricted licensing eliminates the per-user compliance and management burden, but it introduces its own set of commercial risks that are less obvious and often discovered only at renewal.
Growth-Based Repricing at Renewal
This is the single biggest trap in unrestricted licensing. ServiceNow’s unrestricted fee is priced based on an organisational size metric — typically total employee count. If your organisation grows significantly during the contract term (through hiring, M&A, or business expansion), ServiceNow will argue at renewal that the unrestricted fee must increase to reflect the larger organisation. The very growth that made unrestricted licensing attractive in the first place becomes the justification for a price increase.
Scope Disputes on “Unrestricted”
“Unrestricted” refers to the number of fulfillers, not to the scope of what those fulfillers can do. The unrestricted licence is still tied to a specific module and edition. Using capabilities from a higher edition tier, activating modules outside the subscription scope, or extending the platform to business functions not covered by the licence creates compliance exposure — even though the fulfillers themselves are unlimited.
Difficulty Reducing at Renewal
Named user models allow you to argue for a lower user count at renewal based on actual usage. Unrestricted models provide no equivalent lever. The flat fee is the fee — and without a per-user metric to right-size, the only negotiation strategy is to challenge the pricing itself. ServiceNow’s position will be that the unrestricted fee already reflects a discount relative to what named user licensing would cost, making further reductions commercially difficult.
Premium Overcommitment
Organisations that choose unrestricted licensing based on aggressive growth projections — projections that do not materialise — end up paying a permanent premium for capacity they never used. Unlike named user shelfware, where unused licences can at least be quantified and potentially reclaimed at renewal, the unrestricted premium is embedded in the flat fee and invisible.
Affiliate and Subsidiary Scope
Unrestricted licensing agreements often have specific language around which legal entities within a corporate group are entitled to use the licence. If you operate through subsidiaries, joint ventures, or affiliated entities, ensure the agreement explicitly covers all entities that will deploy fulfillers. ServiceNow may argue that fulfillers in a subsidiary not named in the agreement require a separate subscription.
9. Hybrid Approaches: Mixing Named and Unrestricted
Many enterprises are not aware that they can use different licensing models for different modules within the same ServiceNow agreement. This hybrid approach can deliver the best of both worlds when structured correctly.
How Hybrid Licensing Works
ServiceNow’s subscription agreements are structured on a module-by-module basis. Each module’s licensing model, user count (or unrestricted designation), edition tier, and pricing are defined independently. This means you can combine:
- Unrestricted ITSM (where your fulfiller population is large, growing, and hard to manage on a named basis) with named user CSM (where your customer service fulfillers are a defined, stable team of 50 agents)
- Unrestricted HR Service Delivery (deployed enterprise-wide to all HR staff) with named user SecOps (limited to 30 SOC analysts)
- Named user ITOM (restricted to a specific infrastructure team) with unrestricted ITSM (available to IT staff across all divisions)
Why ServiceNow May Resist Hybrid Models
ServiceNow’s commercial teams generally prefer customers to adopt a consistent licensing model across all modules, and there are practical reasons for this: it simplifies administration, reduces commercial complexity, and makes pricing more predictable for both parties.
However, the deeper reason is commercial. ServiceNow knows that an enterprise-wide unrestricted model across all modules generates the highest total contract value. A hybrid model that applies unrestricted only where it is genuinely needed — and uses cheaper named user licensing everywhere else — reduces ServiceNow’s revenue from the deal.
Expect pushback on hybrid approaches, but know that they are commercially achievable. ServiceNow will agree to hybrid models when the alternative is a smaller deal or a lost renewal. Having an independent advisor with insider knowledge of ServiceNow’s deal desk can make hybrid structuring significantly easier to negotiate.
💡 The Hybrid Sweet Spot
The highest-value hybrid configuration we see is unrestricted ITSM combined with named user licensing for all other modules. ITSM typically has the largest fulfiller population and the most growth variability, making it the strongest candidate for unrestricted licensing. Other modules — CSM, ITOM, HR, SecOps — tend to have smaller, more stable, and more predictable fulfiller populations where named user licensing delivers better value.
10. Negotiation Strategies for Each Model
Regardless of which licensing model you choose, the commercial terms are negotiable. Here are the critical negotiation strategies for each model.
Named User Negotiation Levers
Named User: Key Negotiation Points
- Volume tiering: Negotiate declining per-user rates as your fulfiller count increases. ServiceNow’s internal discount models support volume tiers, but they are not offered by default — you must request them.
- Growth pricing: Lock in per-user rates for additional fulfillers added during the term. Without pre-agreed growth pricing, mid-term additions are priced at unfavourable rates.
- Reduction rights: Negotiate the right to reduce your committed named user count by 10–20% at each contract anniversary. This is the single most valuable provision in a named user agreement and ServiceNow will resist it strongly.
- Reassignment frequency: Ensure the agreement allows monthly licence reassignment rather than quarterly. This gives you maximum flexibility to reclaim and redeploy licences as staff changes occur.
- True-up pricing: If you exceed your committed count, the true-up rate should be at your existing contract discount — not list price. Negotiate this explicitly.
- Annual uplift cap: Target 0% annual uplift on per-user rates. At minimum, cap any uplift at CPI or a fixed percentage significantly below ServiceNow’s standard proposal.
Unrestricted User Negotiation Levers
Unrestricted User: Key Negotiation Points
- Fixed fee with no growth repricing: The most important clause. Ensure the unrestricted fee is fixed for the contract term regardless of changes to your organisational size, employee count, or revenue. ServiceNow will attempt to include growth-based repricing triggers — reject them.
- Affiliate and subsidiary scope: Explicitly name all legal entities, subsidiaries, affiliates, and joint ventures covered by the unrestricted licence. Future acquisitions should also be included at no additional cost, at least up to a defined size threshold.
- Edition upgrade pricing: If you take unrestricted at a lower edition tier (e.g., Professional), negotiate pre-agreed pricing for upgrading to a higher tier (Enterprise) during the term.
- Module addition discounts: Negotiate that any future modules added to the agreement receive a discount equivalent to or better than the discount applied to the initial unrestricted modules.
- Annual uplift cap: The same principle applies to unrestricted models. Target 0% annual uplift on the flat fee. Compounding uplifts on an already-premium flat fee create enormous cost exposure over time.
- Conversion option: Negotiate a contractual right to convert from unrestricted to named user licensing at renewal without penalty, should your usage profile change and named licensing become more cost-effective.
11. Switching Models: What You Need to Know
Organisations that discover they are on the wrong licensing model often want to switch — typically from unrestricted (where they are overpaying for stability they do not need) to named user (where they can right-size to actual usage and cut costs), or from named user (where compliance risk and management overhead have become unsustainable) to unrestricted.
Named User to Unrestricted
Switching from named user to unrestricted is relatively straightforward commercially because it increases ServiceNow’s revenue. The unrestricted fee will be higher than the named user cost you are currently paying. ServiceNow’s sales team will actively support this transition because it generates a larger deal.
The key risk in this direction is overpaying for the unrestricted model. ServiceNow will price the unrestricted fee based on your total employee count and projected growth, not your current fulfiller usage. Use your actual named user data as a benchmark — if the unrestricted fee is more than 2× what you would pay for your current named user count plus a reasonable growth buffer, the premium is too high.
Unrestricted to Named User
This is the more difficult transition because it reduces ServiceNow’s revenue. ServiceNow has little commercial incentive to move you to a cheaper model, and their sales team will present numerous reasons why unrestricted remains the better choice for your organisation.
Successfully switching from unrestricted to named requires:
- Detailed usage data: You need to demonstrate exactly how many fulfillers you actually have, what they are doing, and what a named user model would cost at negotiated rates. The difference between the unrestricted fee and the named user cost is your savings opportunity.
- Renewal timing: Model switches are practically only possible at renewal. Mid-term changes require ServiceNow’s agreement, and they will not voluntarily reduce their revenue during a committed term.
- Walk-away credibility: ServiceNow will only agree to a model switch that reduces revenue if they believe the alternative is losing the customer entirely. Demonstrating that you have evaluated alternative platforms — or that you are willing to operate with a reduced ServiceNow footprint — creates the commercial pressure needed for ServiceNow to accept the lower-value named user deal.
- Independent advisory support: A model switch negotiation is one of the most complex commercial discussions in enterprise software. Having an advisor who understands ServiceNow’s internal deal desk processes, approval thresholds, and pricing models is the difference between a successful transition and a failed attempt that locks you into another unrestricted term.
“We recently helped a European financial services group switch from unrestricted ITSM to named user licensing at renewal. The unrestricted fee was €1.8 million per year. Their actual fulfiller count was 1,400. We negotiated a named user agreement at €1.1 million — a 39% reduction. ServiceNow resisted for months, but ultimately accepted the deal rather than lose the customer.”
12. How Redress Compliance Can Help
The named user versus unrestricted licensing decision is one of the highest-impact commercial choices in a ServiceNow procurement — and it is one where independent expertise delivers the most value. ServiceNow’s account team has a vested interest in recommending the model that generates the highest revenue. Your organisation needs an advisor whose only interest is your cost efficiency and commercial protection.
Redress Compliance’s ServiceNow advisory practice provides:
Model Analysis & Recommendation
We analyse your actual and projected fulfiller populations, map them against both licensing models at benchmarked market rates, and recommend the model — or hybrid configuration — that delivers the lowest total cost of ownership. Our analysis includes a 3-year projection that accounts for growth, shelfware risk, compliance exposure, and administrative overhead.
Pricing Benchmarking
We benchmark your ServiceNow pricing — whether named or unrestricted — against comparable enterprise deals across your industry, region, and organisation size. Our benchmarking database, informed by a former ServiceNow VP with insider knowledge of ServiceNow’s internal pricing models, provides the intelligence you need to know whether you are paying a fair price.
Negotiation Execution
We lead or support your ServiceNow negotiations, securing the commercial terms, contractual protections, and pricing outcomes that enterprise procurement teams cannot achieve alone. Our former ServiceNow VP engages directly with ServiceNow’s account team and deal desk, leveraging insider knowledge of approval thresholds and discount structures.
Model Switch Advisory
For organisations looking to switch between licensing models, we manage the transition from analysis through negotiation to close. We have successfully executed named-to-unrestricted and unrestricted-to-named transitions for enterprises globally, consistently delivering 20–40% savings relative to the existing agreement.
Our advisory is 100% independent. We have no commercial relationship with ServiceNow, no partner status, no referral arrangements, and no revenue-sharing agreements. Our only obligation is to our clients.
Not Sure Which ServiceNow Model Is Right?
Whether you’re purchasing ServiceNow for the first time, preparing for a renewal, or considering switching models — our former ServiceNow VP and licensing specialists can help. Confidential. Independent. No vendor relationships.
About the Author
Fredrik Filipsson is the co-founder of Redress Compliance, a leading independent advisory firm specialising in Oracle, Microsoft, SAP, IBM, Salesforce, and ServiceNow licensing. With over 20 years of experience in software licensing and contract negotiations, Fredrik has helped hundreds of organisations — including numerous Fortune 500 companies — optimise costs, avoid compliance risks, and secure favourable terms with major software vendors.
Redress Compliance’s ServiceNow advisory practice is led by a former ServiceNow VP and a former SAM practice lead with direct insider experience of ServiceNow’s commercial operations.