Discover how ServiceNow, 360insights, and Crossbeam modernize partner marketing with ecosystem orchestration, AI-led workflows, and a unified Learn–Build–Activate model.
ServiceNow's redesigned Build Partner Program and simplified fee structure could dramatically lower the barrier for ISVs and technology partners building AI agents — while raising the distribution stakes in the ServiceNow Store.
ServiceNow used Crossbeam and 360insights to overhaul its partner GTM, replacing fragmented portals with a unified, AI-driven ecosystem motion. Here’s what they built.
Here’s exactly how partner managers can turn ServiceNow’s new Build Partner Program and AI agent marketplace into a pipeline engine — with specific steps for each phase of the partner lifecycle.
• Generate real-time lead lists for each partner so your sellers can take action faster
• Pinpoint co-sell opportunities and align reps on the right deals
• Give partners instant visibility into where they can help close more revenue
• Score and rank partner leads automatically to focus on high-converting opportunities
• Calculate and share propensity scores to increase referrals and deal execution
• Use Ecosystem Intelligence to know exactly who is best positioned to move each opportunity forward
• See which vendor or partner is already engaged with a target account or new lead
• Prevent at-the-buzzer deal registration by giving partners visibility into overlapping deals the moment they surface
• Track and attribute channel revenue at every stage to build trust and optimize partner investment
• Align with ServiceNow and other partners on the right leads, while working from a single source of truth
• Engage partners early with AI-driven sales plays that eliminate guesswork and increase co-sell efficiency • Keep co-selling workflows moving by making it easy to share insights, track progress, and remove deal roadblocks
Explore features built for
Trade in your spreadsheets for Crossbeam’s pipeline matching engine to surface the most promising opportunities in your ecosystem.
Connect your ecosystem data with CRM, Clay, and more to drive outreach, insights, and automation.
Access proprietary Ecosystem Intelligence and insights in the tools you work from every day to close bigger deals, faster.
Collaborate on overlapping and non-overlapping accounts. Select your partner, grab your hot list, and get down to real-time collaboration.
“In Channel Partnerships it’s almost like you’re interviewing for a new salesperson each time [you’re vetting partners]. Crossbeam helps us look at how well they can do that job.”