ServiceNow Teases Full-Stack CRM Domination
This week on Funnel Frontier: From Genesys to Zoom to a marketing stack tease—ServiceNow's CRM takeover is in motion.
This week:
- ServiceNow teases full-stack CRM domination
- Salesforce just bought a supply chain startup. Wait, what?
Stat of the Week
Businesses using a CRM platform can see their revenue increase by up to 245%, making it a powerful tool for driving sales and boosting profitability. (CRM.org)
ServiceNow teases full-stack CRM domination
Just a few years ago, ServiceNow was the thing you emailed when your mouse stopped working. Now it wants to run your entire front office.
From service desk to sales ops, order flow to (maybe soon) your marketing funnel, ServiceNow’s Unified CRM play isn’t quietly entering the chat. It’s kicking down the door.
Why is ServiceNow suddenly a threat to traditional CRMs?
Three things, mostly:
- Unified stack: Service, sales, and order management all live in one system. No bouncing between tools or gluing them together with middleware.
- IT bias: Since most IT teams already use ServiceNow, they’re more likely to push it as the front-office platform of choice—especially as AI agent management becomes an IT problem.
- Workflow-first: Everything is built around automation, not UI or records. That means tighter integration between back, middle, and front office processes.
Still, there’s one obvious gap: no native marketing CRM.
When asked about it, VP EMEA Mark Ashton pointed to a partner app (Tenon) and said they’re “investigating” the space. But he also teased that their AI + workflow combo could reinvent what marketing software even is.
That smells like roadmap energy.
The Genesys move: $$$ and strategy
In July, ServiceNow fired a shot. It dropped $750M into Genesys (and so did Salesforce!) to pull CCaaS tighter into its CRM and skip the consultant-powered duct tape.
They already have a joint product, but this takes it deeper: shared engineering, cleaner integrations, and a clearer path to AI-first customer engagement.
And it’s not just Genesys. ServiceNow’s also linking up with 3CLogic, Zoom, AWS, Five9, and NiCE.
The goal? Let buyers pick their CCaaS vendor but plug it cleanly into ServiceNow workflows—no Frankenstack required.
Is marketing next?
That’s the big question. With sales, service, and order workflows unified, marketing is the last frontier.
The idea of a ServiceNow-native marketing cloud still sounds like a maybe. But if agentic AI can rethink how leads are scored, routed, nurtured, and closed, why not plug that straight into the same system that handles support and fulfillment?
It might not happen tomorrow. But as IT keeps pulling CX closer into its orbit, and ServiceNow keeps building front-office tools the back office already trusts, it’s a move that would make sense.
And if that happens? You’ll have a full-cycle CRM platform that was never really built like a CRM in the first place. It was built like a workflow engine. Which, these days, is what matters.
The Week @ CRM.org
18 Benefits of CRM Software. Watch your customer satisfaction soar—as long as you don't mention you forgot their… everything and had to look it up.
Open Source CRM. You see, jumping into open-source CRM is a bit like hosting a potluck dinner…
Weekly Bloom
How Logitech Designed A New Future. Once notorious for cranking out junk, Logitech moved to careful, “big idea” product design. ‘Tis the reason behind their miraculous turnaround.
Salesforce just bought a supply chain startup. Wait, what?
Salesforce just bought its third startup in three weeks and this one might make you raise an eyebrow.
It’s called Regrello, and it doesn’t help sales reps sell faster or marketers target better. It helps ops teams untangle supply chain chaos built on ancient ERPs and Excel sheets that haven’t been touched since 2009.
Why’s that interesting?
From spreadsheets to supply chain swarming
Regrello's tech was built for ops people stuck gluing together a supply chain with emails, phone calls, and prayer.
Their platform gives companies visibility across vendors, logistics, and inventory and turns those insights into structured, automated workflows.
The pitch: no more manual updates, no more guessing what’s happening, no more spreadsheet scavenger hunts.
Now imagine that living inside Slack or firing off automations via an Agentforce agent. You ping an AI bot, and it actually reschedules a shipment or syncs data to finance. No toggle, no transfer, no context lost.
So what’s this got to do with Agentforce?
Let’s connect the dots.
Regrello’s strength is turning messy operations into intelligent, responsive workflows. Agentforce’s goal is to build AI agents that don’t just chat—they act.
Together, you’re looking at agents that can handle real operational work across sales, service, supply chain, and finance—all without a human babysitter.
Update status in the CRM? Done. Alert sales about a delay? Automated. Resync inventory data across systems? Already happened.
Regrello could be the infrastructure that lets Agentforce stop living in demos and start running real ops.
Slack’s glow-up
Don’t sleep on this angle: Salesforce says Regrello will boost Slack too.
The dream? Turning Slack from “a place where work gets discussed” into “a place where work gets done.”
Imagine operations teams managing vendors, triggering updates, and resolving issues—all without leaving Slack. No switching tabs. No workflow lost in translation. Just action.
If Salesforce nails this, Slack becomes more than chat. It becomes an ops command center.
Deal #3 in three weeks
If you’re keeping score, here’s the roll-up roster:
- Waii: Converts plain language into SQL so non-technical users can ask their data real questions.
- Bluebirds: Automates presales prospecting with AI agents that surface hot leads and write outbound drafts.
- Regrello: Brings ops and supply chain into the Agentforce/Slack ecosystem.
None of these deals were headline-grabbing unicorns.
But together? They’re a blueprint for the agentic enterprise Salesforce wants to build—one where agents do the grunt work, humans make the calls, and Slack sits in the middle.
Stay tuned. Marc’s not done shopping yet.
Galactic Gourmet
CRM blips from around the web
Thoma Bravo to Take Verint Private in $3.8B Acquisition. Private equity firm Thoma Bravo is acquiring Verint for $3.8 billion, aiming to boost its AI-powered customer engagement and analytics tools. The move signals continued PE interest in CX tech with enterprise traction.
Wunderkind Launches AI Experiences to Boost Onsite Conversions. Wunderkind’s new AI Experiences tool personalizes website popups, banners, and modals in real time using first-party data. The goal: lift conversions without relying on third-party cookies or generic UX tricks.
Salesforce Launches Agentforce for Manufacturing. Salesforce is rolling out Agentforce for Manufacturing, a suite of AI agents that automate quoting, service scheduling, and partner coordination. It’s the latest vertical play in Salesforce’s push to embed AI into industry-specific workflows.
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