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The Future of IT Operations: Salesforce and ServiceNow Explained 

June 7, 2023

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The Future of IT Operations: Salesforce and ServiceNow Explained 

Deciding on the right tech for your business can be as tricky as choosing your next smartphone. Do you go for speed and storage, or customization and user experience? This is the same kind of dilemma you face between Salesforce and ServiceNow. Both platforms promise smoother operations, but the best pick depends on your specific needs.  

Discover whether ServiceNow or Salesforce is the best tool to automate and enhance your business processes through this guide.  

4 Differences Between ServiceNow and Salesforce 

ServiceNow and Salesforce are both popular software platforms with unique differences. 

1. Core Functionalities 

ServiceNow is a cloud-based platform specializing in IT Service Management (ITSM), IT Operations Management (ITOM), and IT Business Management (ITBM). It offers a range of solutions for IT service management, customer service management, and other service management areas, such as HR service management, finance service management, and legal service management. ServiceNow has expanded beyond IT, offering services in HR, customer service, and security operations, aiming to optimize workflow automation across various departments. 

Salesforce, on the other hand, is a more comprehensive Customer Relationship Management (CRM) platform that can be used for managing some IT workflows but is not as robust as an ITSM product. It is more versatile than ServiceNow, with a wide range of business cloud offerings, including sales, marketing, and customer service.  

2. Target Audiences 

ServiceNow caters to a broader enterprise service management (ESM) audience. It is a top player in Information Technology Service Management (ITSM) and excels in tracking and optimizing IT workflows, employee workflows, and customer workflows. ServiceNow is also highly flexible, allowing extensive customization and configuration, making it a good choice for complex enterprise environments that require strong back-end IT discipline. 

On the other hand, Salesforce primarily targets small to mid-sized businesses (SMBs) and enterprise customers, focusing on CRM, sales, marketing, and customer service. It can be tailored to meet specific business requirements, making it suitable for organizations with a strong focus on sales and marketing. Salesforce’s Einstein AI offers customer analytics capabilities, making it ideal for businesses looking to enhance customer interactions. 

3. Use Cases 

ServiceNow helps in performing a variety of functions such as: 

  • Automating IT service management processes such as incident management, problem management, and change management. 
  • Streamlining HR service delivery by automating employee onboarding, offboarding, and self-service portals. 
  • Enhancing operational efficiency with IT operations management, including cloud and infrastructure management. 

Salesforce, on the other hand: 

  • Manages the sales pipeline, from lead tracking to deal closure, and analyzing sales data to improve performance. 
  • Executes targeted marketing campaigns across multiple channels, including email, social media, and web advertising. 
  • Provides comprehensive customer service management, including case management, self-service portals, and knowledge bases. 

4. Pricing 

Salesforce follows a subscription model where costs are based on per-user, per-month fees for its various cloud services like Sales Cloud, Service Cloud, and Marketing Cloud. Pricing for Sales and Service Cloud starts at 25 USD per user per month for the Essentials edition and goes up to 330 USD per user per month for the Unlimited edition. Marketing Cloud pricing is more customized and requires a quote from Salesforce. There are also add-ons like Einstein AI, billed annually at 500 USD. 

Unlike Salesforce, ServiceNow does not publicly list specific pricing for its products, emphasizing the need for potential customers to contact them directly for quotes. However, ServiceNow’s pricing model is also subscription-based but tends to focus more on the enterprise level, with pricing often customized based on the package of services required by an organization. 

The Future of Salesforce 

Salesforce is shaping its future by integrating advanced artificial intelligence (AI) technologies and focusing on improving customer experiences with personalization and efficiency. A key development in this effort is Salesforce’s EinsteinGPT, the first generative AI for CRM. This technology is designed to make over 200 billion AI-powered predictions daily, enhancing interactions with CRM data through easy-to-use natural language prompts.¹ 

To create a safer and more reliable AI environment, Salesforce has introduced the AI Cloud. This initiative caters to businesses’ needs for personalized customer engagement and operational efficiency. It offers features like the automatic generation of personalized emails, chat responses, case summaries, and content tailored to each customer’s needs. 

The Future of ServiceNow 

ServiceNow is significantly enhancing its platform through partnerships, like the one with Microsoft Azure OpenAI Service to incorporate generative AI features.² These features enable organizations to weave AI intelligence seamlessly into a broad array of applications. A prime example of this integration is the ServiceNow Generative AI Controller, which facilitates the easy addition of advanced AI capabilities such as content creation and summarization. ServiceNow is also transforming the landscape of business operations by blending AI with automation. This combination extends human capabilities, enabling employees to work with greater efficiency. 

Read more: ServiceNow and On-Demand Staffing’s Impact on Employee Experience 

Salesforce vs ServiceNow: Which is Better for Your Business? 

Choosing the best option depends on your business needs, the specific functionalities you’re looking for, and how these platforms align with your operational goals. Here’s what you can do to determine which one is more suitable for you: 

1. Define Your Business Need 

If your primary goal is to manage customer relationships, track sales pipelines, execute marketing campaigns, and deliver customer service, Salesforce is designed with these needs in mind. It offers a comprehensive suite of tools for managing customer interactions across every stage of the customer lifecycle. 

If your focus is on automating IT processes, managing internal workflows, and delivering enterprise services across departments (such as HR, finance, and operations), ServiceNow is the stronger candidate. It offers extensive IT capabilities for creating digital workflows that improve internal efficiency. 

2. Consider Your Customers’ Experience 

Salesforce revolves around the customer’s needs and spending patterns. It helps you communicate with your customers more efficiently by gathering all the information you would need—the demographics, marketing preferences, product selection—and how all of these can be retained.  

ServiceNow takes care of your operations by connecting various platforms you share with clients and maintaining the workflows that may affect the customer’s experiences. This includes websites, applications, and systems that the customer may interact with to pursue your products and services.  

Whichever of the two you implement, make sure that it ends with you offering the best experience to your customers. Their loyalty and word of mouth can widen your reach while letting you hit your targets in sales and marketing. 

3. Evaluate Integration and Customization 

Both platforms offer extensive integration and customization options. Consider which platform aligns better with your existing technology stack and which offers the customization capabilities needed to meet your specific business needs. 

Related article: The Ultimate 2024 Toolkit: 7 Enterprise Platforms and Tools You Can’t Miss 

SEAMLESSLY INTEGRATE SALESFORCE AND SERVICENOW WITH THE HELP OF RASO360 

Once you’ve made your choice, the next critical step is implementation—ensuring the platform aligns perfectly with your business workflows, processes, and goals. At Raso360, we understand the intricacies involved in setting up these sophisticated platforms. Our team of experts specializes in customizing these platforms to fit your unique business requirements, ensuring you get the most out of your investment. From integration with existing systems to training your team on how to utilize the new tools effectively, we provide comprehensive support every step of the way. 

Whether you decide Salesforce’s CRM capabilities are ideal for enhancing your customer relationships or ServiceNow’s ITSM solutions fit your operational needs, Raso360 is here to facilitate smooth and efficient implementation. Contact us today and let us help you transition to your chosen platform seamlessly, so you can focus on growing your business. 

References 

1 “Salesforce Announces Einstein GPT, the World’s First Generative AI for CRM” Salesforce, 7 March 2023, www.salesforce.com/news/press-releases/2023/03/07/einstein-generative-ai/

2 “ServiceNow announces new generative AI capabilities for the Now Platform for faster, more intelligent workflow automation” ServiceNow, 16 May 2023, www.servicenow.com/company/media/press-room/gen-ai-now-platform.html

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