Aventi Groupexpertise. speed. results.

THE COMPANYEnterprise Software/DigitalWorkflows
HQ Santa Clara, CA
Established 2004
8,600+ Employees Worldwide
www.servicenow.com

CHALLENGE
Manage Rapid GrowthEstablish Systems for ContentCreation
Meet Growing Demand for
New Marketing Materials

PRACTICE AREAS
Strategy

Product Launch
Sales Enablement
Content Development

Case Study: ServiceNow

Delivering critical support for a newbusiness unit experiencing
exponential growth.
ServiceNow - a leader in digital workflow automation - recently expanded its productportfolio beyond IT management, introducing customer service solutions into acompetitive market segment. The new Customer Service Management and Field
Service Management solutions soon saw rapid adoption by enterprise organizations
and large government agencies, resulting in accelerated growth for the start-up
business unit within ServiceNow.
In fact, it was growing so fast, the team couldn’t keep pace with demand for productmarketing deliverables nor staff up in time to execute its go-to-market strategy. AventiGroup brought in expertise and resources to clarify the competitive situation andpositioning, and quickly establish foundational marketing content.

“If you’re looking for go-to-market support
with short ramp-up time and quick value
delivery, Aventi is where you should go.

DELIVERABLES— Holly Simmons, Former Head of Global Product Marketing,ServiceNow Customer Service Management

Market Research”

Go-to-Market Positioning
Blog Development
eBooks & Sales Tools

From zero to 70 during a hypergrowth phase.
At product launch, ServiceNow’s Customer Service Management team wassmall, but growing quickly. Aventi Group was brought in at the inception toquickly develop much-needed deliverables and set up a workflow for theongoing production of customer collateral and sales tools. Initially, Aventidelivered foundational messaging and content, eventually handing off
production to an in-house corporate group.

“

We needed people to help us define strategies and tactics — not justproject manage delivery. Aventi scaled up fast to fill the resource gaps
during our growth spurt. We got both rapid turnaround and top-quality
execution. No tradeoffs required.

”— Holly Simmons, Former Head of Global Product Marketing,ServiceNow Customer Service Management

Why Aventi Group?
ServiceNow selected the Aventi Group for the breadth of its product marketing expertise and its ability to get up and running
rapidly. “The agency offers a deep talent pool with consultants who have experience in diverse markets and understand themarket dynamics and buyer perspectives across a range of industries and technologies,” noted Simmons. To drive demand
for the unit’s workflow offerings, Aventi helped develop messaging and core content for a variety of deliverables, including:•••

Web Pages
eBooks
Editorial Calendar and Blog Posts•••

Social MediaSales Presentations
Vertical Success Stories

Results
Aventi Group established a launching pad forongoing content delivery. Aventi created theframework and initial deliverables and, as staff
was added, the ServiceNow group was able
to bring key deliverables to new hires while
continuing to engage Aventi to take on new
projects required to support growth.

Aventi helped to scale the new business with
rapid turnaround. Without the Aventi Group,
the Customer Service Management business
unit could not have met demand for freshmarketing materials in a timely manner or
adequately scale enablement of its sales
team.

Competitive analysis and market researchhelped the Customer Service Management
group firm up its identity and product value
propositions.

“Aventi Group provides a knowledgeable resource that’s hard to find in today’s product marketing arena.
They offer a unique mix of talents and expertise, spanning markets, customers, products, and technologies.
— Holly Simmons, Former Head of Global Product Marketing,ServiceNow Customer Service Management”

Get product marketing expertise and resources on demand.
Aventi Group delivers essential product marketing services from the heart of Silicon Valley, flexibly and on demand.
Looking for strategic smarts and tactical excellence? Start your search here: www.aventigroup.com.

Connect with us
We’ll listen to your challenges and craft the best plan of attack.

Aventi Groupexpertise. speed. results.

Please contact us at
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