WorkSpan and Work4Flow Launch CRM Partner Ecosystem Management on ServiceNow

WorkSpan, a leading AI-powered partner ecosystem management platform, has partnered with Work4Flow to bring WorkSpan.AI to the ServiceNow Store. The new application embeds WorkSpan’s partner intelligence and co-selling capabilities directly into ServiceNow’s Customer and Sales Order Management (SOM) environment. Delivered on an accelerated timeline, the solution enables enterprises to rapidly activate CRM-driven partner motions and drive revenue growth through strategic ecosystem collaboration.

Targeting Partner Business Managers and Account Executives across companies, WorkSpan.ai for ServiceNow recognizes a trend in requiring better real-time insights on partners in today’s CRM processes. This application brings the concept of the Partner Advantage Card (PAC) to ServiceNow directly, so sales and partner professionals get instant visibility to partners’ value propositions, incentives, strategic plays, primary contacts in a Partner Business Manager role, and next-best actions in an AI-driven recommendation system without having to switch to their overall CRM application.

The solution offers a full range of an AI-driven set of capabilities for making partner-led growth operations-ready. With AI-infused seller activation, ServiceNow CRM customers have immediate access to contextual and overall partner insights on all accounts and opportunities using their solution. AI agents are also customized by specific ecosystems such as AWS, Microsoft, Google Cloud, system integrators, and resale partners.

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AI-powered partner automation further streamlines co-selling motions through bi-directional referral workflows. Account Executives can initiate outbound co-sell opportunities to partners and receive inbound referrals from hyperscalers and partner ecosystems directly within ServiceNow. Planned enhancements will extend this automation by connecting ServiceNow orders with hyperscaler private offers via AWS Marketplace, Microsoft Azure Marketplace, and Google Cloud Marketplace, enabling customers to leverage cloud commitments and simplify deal execution.

Further, partner attribution with the use of AI technology offers a unified and trusted perspective on joint engagement and opportunity instances in partner ecosystems. The deal stages, comments, closure dates, and partner metadata are synchronized with automation assistance.

“This partnership with Work4Flow represents a significant milestone in making partner ecosystem management truly native to ServiceNow,” said Amit Sinha, Co-founder and President at WorkSpan. “Enterprises using ServiceNow CRM can now leverage the full power of their partner ecosystems without leaving their primary CRM and sales order management platform. This seamless integration accelerates co-selling motions and unlocks new revenue opportunities through strategic partnerships.”

“Enterprises are rethinking CRM as an AI-powered operating model, not just a system replacement,” said Sanjay Gupta, CEO of Work4Flow. “At Work4Flow, we specialize in establishing AI-ready CRM data foundations that support end-to-end Lead-to-Cash and CPQ processes on ServiceNow. That same foundation underpins our Salesforce-to-ServiceNow CRM Migration Accelerator, and it’s what enabled us to partner with WorkSpan and deliver this application on an accelerated timeline, building a production-grade solution that embeds partner intelligence directly into ServiceNow CRM workflows and aligns CRM, partner ecosystems, and AI execution.”

The certified application is built using ServiceNow’s scoped app framework and follows ServiceNow best practices for security, scalability, and compliance. The initial phase delivers immediate value through embedded partner intelligence within CRM workflows, while future phases will expand agentic AI capabilities and deepen integration with ServiceNow’s broader AI ecosystem—further aligning CRM execution, partner ecosystems, and intelligent automation.