{"id":69830,"date":"2025-04-23T12:15:31","date_gmt":"2025-04-23T11:15:31","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=69830"},"modified":"2025-04-24T13:34:19","modified_gmt":"2025-04-24T12:34:19","slug":"servicenow-on-its-logik-ai-acquisition-this-is-a-major-acceleration-of-our-crm-strategy","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/crm\/servicenow-on-its-logik-ai-acquisition-this-is-a-major-acceleration-of-our-crm-strategy\/","title":{"rendered":"ServiceNow on Its Logik.ai Acquisition: “This Is a Major Acceleration of Our CRM Strategy”"},"content":{"rendered":"

When ServiceNow picked up Logik.ai last month, few batted an eyelid.<\/p>\n

At first, the move for a Configure, Price, Quote (CPQ) solution provider seemed a natural expansion of ServiceNow\u2019s Sales and Order Management offering.<\/p>\n

However, according to Michael Ramsey, GVP of Product Management for Customer Workflows at ServiceNow<\/strong>, this acquisition represents something much more significant.<\/p>\n

In an exclusive interview with CX Today, Ramsey stated:<\/p>\n

This is a major acceleration of our CRM strategy<\/a>.<\/p><\/blockquote>\n

Why? Because Logik.ai isn\u2019t just another CPQ aimed at sales teams.<\/p>\n

Instead, it offers ServiceNow the opportunity to democratize CPQ technology.<\/p>\n

By doing so, the tech giant may \u2013 over time – help its customers boost revenues and enable a more data-rich CRM experience. Here\u2019s how.<\/p>\n

ServiceNow Could Democratize CPQ Tech to Boost Business Revenues<\/h2>\n

Logik.ai offers all the features expected of a CPQ. It allows employees to configure a product\/service and determine pricing based on key customer details, pre-defined rules, and discounts. It then generates a quote.<\/p>\n

Yet \u2013 as noted – Logik.ai doesn\u2019t only serve up sales teams with CPQ capabilities; it empowers all customer-facing employees with CPQ capabilities.<\/p>\n

As per Ramsay, that\u2019s a key differentiator. He said:<\/p>\n

Logik.ai immediately enhances our capabilities in those critical ‘moments that matter’ when a transaction is happening. It\u2019s not just designed for direct sales teams; it\u2019s truly omnichannel.<\/p><\/blockquote>\n

Logik.ai\u2019s consumer-grade UX, which \u2013 per Ramsey – integrates seamlessly into the entire customer lifecycle, is critical here.<\/p>\n

Yet, it has also partnered with the likes of Adobe, BigCommerce, and Shopify to put CPQ functionality in the hands of many more users.<\/p>\n

In doing so, Logik.ai helps brands boost revenues across more customer touchpoints, such as contact center conversations, service desk interactions, and field service visits.<\/p>\n

Typically, the employees making these engagements have lacked the tools to upsell and cross-sell effectively.<\/p>\n

Indeed, they have relied on commerce bolt-ons, disconnected from the customer journey, resulting in cumbersome, clunky sales experiences that often result in escalation.<\/p>\n

With Logik.ai, ServiceNow may streamline that sales experience, empowering front-office teams with the right tools to boost revenue.<\/p>\n

Logik.ai Will Enable a More Data-Rich CRM Experience<\/h2>\n

The team behind Logik.ai previously built two other CPQ solutions: BigMachines and Steelbrick, which it sold to Oracle and Salesforce, respectively.<\/p>\n

Logik.ai is its third venture into the CPQ market.<\/p>\n

Yet, it didn\u2019t just build on what it had done previously. This time, Logik.ai wanted to grasp the opportunity to leverage the CPQ process as a means to collect precise, meaningful information about customer wants, needs, and priorities.<\/p>\n

Indeed, it doesn’t just record transaction data but broader customer data and signals that could inform the next-best engagement. That information is gold dust for a CRM.<\/p>\n

As an example of how Logik.ai is gaining that data, consider its Conversational Quoting Assistant. This allows customers to dictate their needs and automatically receive a quote, as it pull intelligence from their speech.<\/p>\n

Via such innovation, Loigik.ai is collating new configuration data, not just the quote.<\/p>\n

ServiceNow could pull that into the CRM to enable a more data-rich experience, boosting the many AI tools embedded across its unified CRM platform.<\/p>\n

Yet, that data could also support service reps. So, if a customer has a question about their quote, those reps have all the information at hand to problem-solve effectively.<\/p>\n

What Else Does Logik.ai Bring to ServiceNow?<\/h2>\n

Consider industries like manufacturing, technology, and telcos. The products that businesses across these sectors sell can be highly complex.<\/p>\n

Solving that complexity is one of the trickiest problems CPQ providers face.<\/p>\n

Logik.ai\u2019s approach focuses on delivering industry-specific innovation. That aligns with ServiceNow\u2019s verticalized CRM strategy. As Ramsey noted:<\/p>\n

This acquisition fits perfectly with that strategy by solving some of the bigger, more complex pain points where we can really make a difference with technology.<\/p><\/blockquote>\n

Additionally, the acquisition \u2013 in its own right – opens up a new sales motion for ServiceNow.<\/p>\n

Indeed, Logik.ai celebrated its third successive year of triple-digit growth last year, landing deals in CPQ as a standalone, which ServiceNow hasn’t typically led with.<\/p>\n

As such, it gives ServiceNow another entry point for its land-and-expand strategy.<\/p>\n

Final Thoughts: The Acquisition Is a \u201cThoughtful, Strategic Move\u201d<\/h2>\n

As an observer on its board, Ramsey has watched Logik.ai’s momentum play out.<\/p>\n

Yet, others have also watched on, too, with Salesforce Ventures investing in the firm.<\/p>\n

As such, Salesforce likely also pondered a move for Logik.ai.<\/p>\n

Nevertheless, ServiceNow secured the acquisition, gaining a differentiative CPQ.<\/p>\n

That’s especially significant given the two vendors’ ongoing rivalry<\/a> and the fact that Salesforce stopped selling its Steelbrick CPQ to new customers earlier in 2025.<\/p>\n

However, primarily, the move complements ServiceNow\u2019s overriding CRM mission: to deliver a more data-rich experience.<\/p>\n

As such, it\u2019s no surprise that Ramsay summarized the acquisition as a “very thoughtful, strategic move” that will accelerate ServiceNow\u2019s burgeoning CRM objectives.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

When ServiceNow picked up Logik.ai last month, few batted an eyelid. At first, the move for a Configure, Price, Quote (CPQ) solution provider seemed a natural expansion of ServiceNow\u2019s Sales and Order Management offering. However, according to Michael Ramsey, GVP of Product Management for Customer Workflows at ServiceNow, this acquisition represents something much more significant. 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