United StatesTechnology and telecom2025 – ongoingServiceNow
Lead scoring, email drafting and demo preparation for sellers
ServiceNow's sellers got leads scored and outreach emails drafted by AI, cutting email writing from 20 minutes to under two
Problem
ServiceNow's go-to-market data sat in separate systems, including Snowflake, Adobe Experience Platform and Dynamics. More than 2,000 sellers worldwide needed faster lead prioritization and less manual prospecting work.
Approach
The company's go-to-market AI team built three tools on the Databricks platform. A real-time model scores leads on more than 1,000 behavioral and firmographic signals. Outreach Assist uses large language models to write personalized prospecting emails, and Demo Assist predicts which products a prospect is likely to buy and generates a tailored pitch deck.
Results
Takeaway
Scoring, drafting and demo preparation each changed a specific seller task, and each came with its own measure. The page reports no revenue result.
Categories
- Size
- Large enterprise
- Industry
- Technology and telecom
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Predictive analytics and MLGenerative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Vendor case study
Sources
Source summaries
Databricks describes how ServiceNow's go-to-market AI team built lead scoring, email generation and demo preparation tools on its platform. It reports 91% lead scoring accuracy, prioritized leads three times more likely to convert, a doubled email reply rate and email creation cut from 20 minutes to under two. It also reports 1.5x faster deal velocity and 24 hours less demo preparation time.
Full details are in the original sources.