The web resource Fortune Business Insights claims that the global CRM market size was estimated at USD 64.41 billion in 2022 and is predicted to grow to USD 157.53 billion by 2030 with a CAGR of 12.0%. This directly tells us that companies tend to increasingly automate the processes of interaction with their customers, from getting to know their products/services to the stages of maintenance, support, and, finally, resales.
As for choosing a specific CRM solution, there can be many options, the final choice of which will depend on your specific needs. In this article, we decided to consider the difference between ServiceNow and Salesforce, which, for sure, are heard by everyone who has ever been interested in such software.
We also note that our company provides both Salesforce consulting services or ServiceNow services, feel free to contact us.
Let’s start our ServiceNow vs Salesforce Service Cloud overview with Salesforce.
Salesforce is one of the most popular CRM systems in the world based on a multi-tenancy architecture. Founded in 1999, it was designed to manage personal customer data, deals (orders, sales, and payments), documents (contracts, receipts), and other processes that require direct or indirect interaction with customers. Another essential feature of Salesforce is the ability to generate statistical and analytical reports to determine customer satisfaction, employee performance, and the state of the company as a whole.
All processes delegated by Salesforce are performed through automated scripts, which speed up their execution, eliminate the risks associated with human error, and, of course, reduce their cost.
Today, this cloud-based system is characterized by dozens of integrations with third-party solutions for managing communication channels (email, SMS, push notifications, etc.). However, if you want to expand its capabilities, you can always connect ready-made extensions or create ones with needed functionality from scratch.
In general, this is an excellent one-size-fits-all CRM that, thanks to comprehensive compatibility, can be tailored to the needs of any business. Thus, with the right configuration, Salesforce can significantly optimize business processes, increase sales, and improve the quality of customer service.
In the ServiceNow vs Salesforce comparison, ServiceNow, founded in 2003, is an SaaS platform for IT Service Management (ITSM). Here, the functionality typical for Salesforce and similar systems is secondary, and tasks such as compliance with security policies, solving customer problems (downtime, malfunctions, incidents, low performance), automating IT processes, and even software development come first. Thus, despite the initial similarity of their core goal—to improve the quality of customer service—each of the counterparts in the ServiceNow vs. Salesforce couple does it differently.
However, in recent years, ServiceNow’s capabilities have gone beyond IT process management—now, it’s a much more universal solution that transfers the principles of relationships between specific process elements and between the performer and the consumer to other business directions. That’s why, in the latest versions of this platform, you will easily find a sales funnel, financial reporting tools, marketing tools, and much more that a company looking for a comprehensive solution to automate internal (between employees) and external (between employees and customers) tasks may need.
You can also get acquainted with a more in-depth ServiceNow overview in this article and check the main ServiceNow competitors here.
In the next paragraph, we will delve into details of our ServiceNow vs Salesforce Service Cloud comparison.
Let’s look at the similarities and different features in our Salesforce Service Cloud vs ServiceNow comparison.
Let’s start our ServiceNow vs Salesforce comparison with an overview of customer relationship management features.
While Salesforce initially was intended to be a “pure” CRM system that covers all stages of the sales funnel and, in general, processes related to marketing, the primary value of ServiceNow lies initially in the optimization of IT processes.
However, given the constant development of Salesforce and ServiceNow, now in both of them you can find customer profiles, automatic notifications, a customer self-service portal, processing customer requests, etc., and everything related to IT process management aimed to design, create, deliver, and support IT services—the difference is only in the customization level of these features.
Formally, Salesforce is divided into several autonomous configurations:
Now let’s look at the key products of ServiceNow—in fact, there are several more, but we decided to consider the four most important of them:
Since automation is one of the key tasks of CRM, the tools for its implementation are present in both contestants of the ServiceNow vs Salesforce Service Cloud comparison and in large numbers.
For example, with regard to Salesforce, here, automation is primarily concerned with tasks related to attracting potential and retaining existing customers, as well as stimulating both the former and the latter to sales. Within it, developers can use tools both for low-code and custom development: write macros, set up triggers to execute algorithms, and even create intelligent workflows using AI (the world’s first AI, Einstein GPT, is available here) and machine learning that are able to comprehensively analyze customer behavior and determine subsequent procedures based on this.
Speaking of ServiceNow, there are also both basic and highly intelligent automation capabilities, specifically based on AIOps. In particular, you can run automated AI searches for external and internal users, create automated process sequences with coding and without, and even deploy automated customer and employee services with AI-based chatbots. Also, ServiceNow provides its clients with a Developer Program with all necessary resources to learn, build, and deploy applications based on this platform.
In our Salesforce Service Cloud vs ServiceNow comparison, we can note that both Salesforce and ServiceNow allow developing custom applications. In particular, in Salesforce, you can develop or automate with a low-code approach as well as perform custom development of frontend, backend components, integrations, and full-fledged apps. Each of your projects can be enriched with CRM data and the built-in generative AI Einstein GPT. Also, you can perform integration in Salesforce for existing applications through Lightning App Builder. Once you’ve completed your development process, you can seamlessly integrate your app into your existing workflows.
As for ServiceNow from the ServiceNow vs Salesforce comparison, it provides a full-featured low-code App Engine Studio development environment in which you can create applications to help implement your IT processes. It is characterized by a large number of widgets and templates that both specialists with little experience in coding and experienced developers can use to speed up their work. This environment allows you to create desktop and mobile solutions with high compatibility with third-party services that can be connected via API in no time.
Salesforce has a fairly extensive functionality that allows the customer support department to automate operations for interacting with the company’s clients. For example, there are integrations with messaging services (email, SMS, push messages, instant messengers, etc.) and even AI-powered chatbots that will save your support department from unnecessary workload. In general, with Salesforce, you will get at your disposal a comprehensive solution for processing customer requests and quickly resolving their problems.
In turn, in our ServiceNow vs Salesforce overview, ServiceNow can be considered a more advanced solution, as it covers higher-level maintenance tasks and has more advanced features, including auto-testing of app performance, modular service portal, service catalog builder, and much more, which not only allows you to deal with existing problems but also prevent new ones.
If you want to choose only one product from the Salesforce vs ServiceNow pair, then you should understand that both ServiceNow has the functionality of a CRM system, and Salesforce has functionality for ITSM, but it’s not as advanced as the one implemented in solutions originally intended for this.
In particular, some Salesforce plans include access to artificial intelligence, as well as other advanced automation tools. This allows companies to effectively manage many of the tasks originally assigned to the IT department. Along with this, ServiceNow is capable of solving a variety of marketing tasks and can lead the customer through the entire sales funnel, from the moment of initial acquaintance with the brand to repeated sales, synchronizing the work of sales, marketing, and support departments.
Salesforce currently allows over 2,500 integrations, while ServiceNow provides support for about 1000 third-party software solutions. Along with this, one of the key products supported by both options in the Salesforce vs ServiceNow couple is Zapier, an online platform with which you can automate simple business processes.
So, what about the pricing models in our comparison of ServiceNow vs. Salesforce?
Salesforce has a rich pricing plan that makes this platform highly scalable: it can evolve in sync with the growth of the company that uses it. The main products of this platform are the following:
Now, let’s talk about ServiceNow: here, the pricing model looks a bit simpler. In particular, you can choose from the following system configurations:
In addition, please note that the use of Salesforce vs ServiceNow may entail some extra costs for configuration, deployment, and integration with third-party solutions, as well as asking for professional consultation from support service specialists.
In general, the Salesforce vs ServiceNow couple can be used simultaneously: for example, you can combine customer data from the first system with relevant support services from the second one, while the common data fields in these systems will be synchronized with each other. Thus, each time a particular client creates a request, it will first enter Salesforce for marketing needs, and, at the same time, it will be redirected to ServiceNow to call the desired service.
Taking into account the difference between ServiceNow and Salesforce, we can conclude that Salesforce and ServiceNow aren’t interchangeable products, and you should be clear about what tasks each of them is used for. Based on the above, we come to the following:
Now you know that questions like: “Which is better, Salesforce vs ServiceNow?” aren’t correct. Also, we hope that we have helped you understand the difference between ServiceNow and Salesforce so that you can now make an informed decision when choosing a particular CRM.
On our own behalf, we want to say that no matter what choice you make between ServiceNow vs. Salesforce, we are ready to help you deploy and configure this type of software. You can contact us right now to discuss your needs and find out the cost of our services. Also, you can check our Salesforce success stories and ServiceNow success stories to find out more about our best practices in CRM deployment and configuration.
With more than 10 years of experience, Roman is a thought leader committed to driving long-term value for C-level client stakeholders and decision-makers through the integration of custom Salesforce and ServiceNow solutions.
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