Case Study: ServiceNow achieves 3x sales-created pipeline and faster time-to-revenue with pharosIQ

ServiceNow Increases Speed to Revenue with IQconnect

ServiceNow, a global cloud‑platform leader serving thousands of enterprises, faced rapid product and regional expansion that made aligning field marketing with sales across more than 1,600 accounts difficult. The team needed a data‑driven ABM approach with geographic specificity, real‑time account intelligence, orchestration, and personalization to ensure the right messages reached the right buying centers at the right time — so ServiceNow partnered with pharosIQ and its ABM platform to address these challenges.

pharosIQ delivered an AI/ML‑powered ABM solution that provided real‑time intent signals, geo‑specific targeting, target‑account clustering, and campaign orchestration across channels (email, digital, content syndication, direct mail). Using pharosIQ’s insights, ServiceNow moved from broad awareness to highly targeted outreach, improved sales‑marketing collaboration, and accelerated deals — including a 3x increase in sales‑created pipeline for a high‑profile vaccine management campaign — speeding time to market, pipeline, and revenue.

ServiceNow

Heather Rath

Director of Field Marketing West