CEdMA Spring Conference 2013
Spring 2013 Fall 2011 Nov 2010
Cost Center
$1M run rate
$10M run rate
First course
released
March 2011
Started charging
for training August 2011
CEdMA Spring Conference 2013
A Quick ServiceNow History
Nov 2010 250 employees
ServiceNow officially incorporated as a real business
Twelve non-paying “customers” begin using Glide and providing feedback. Glide ran on an $800.00 server in a closet on a borrowed IP address
The ServiceNow team grows to more than 50 employees
The ServiceNow team grew to 100 employees
400 Customers and 100,000 IT professionals use ServiceNow to provide bette IT service to 5 million users.
The fifth annual ServiceNow user conference,
Knowledge 11, is held on a private island in Mission
Bay, San Diego, hosting more than 1000 customers.
Frank Slootman named ServiceNow CEO
Enterprise IT organizations like Qualcomm, TIAA-CREF, Cricket Communications, Metlife, and co., select Service Now
CEdMA Spring Conference 2013
ServiceNow: The Enterprise IT Cloud Company
ServiceNow Annual Revenue 5
NYSE: NOW
1070+ employees
FY12 Revenue $243.7M
1,500+ enterprise customers
Worldwide HQ in San Diego,
CA with major sites in Silicon
Valley, Seattle, Amsterdam
and Sydney
Global datacenter operations
in AMS, EMEA, and APAC
CEdMA Spring Conference 2013
New Customers have Great Company
6
Financial Services IT Services Healthcare Consumer Technology
CEdMA Spring Conference 2013
How Does Training Happen as of Nov ‘10?
It’s ‘sold’ 2 free seats on
every license
of SN
It’s ‘delivered’ -PS resources
-30 page handout
-hotel rooms
It’s not great
- survey scores are 6.5
- expenses are high ($$$)
Two trainers
< 1 month
No content
No processes
No content developers
No budget
“Oh, by the way, our User Conference is in May“
(5 months away)
CEdMA Spring Conference 2013
Audience Poll
A. Ask for a huge budget
B. Hire people
C. Contract some consultants
D. Build a plan
E. Run screaming from the building
CEdMA Spring Conference 2013
Achieving the Technical Training Vision
Vendors
• Hire content dev’s
• Retain SN partner
• Dev cert in parallel
• Agile / SaaS
• Microtek • Kryterion • Gilmore • MTM
• Sales Cons Co.
• Registration system
• Build calendar out
• Migrate from free
• Class size is 75
• Build bootcamp
• Leverage G2G3
?
CEdMA Spring Conference 2013
Oh Wait, There’s More
and no,
you still
don’t
have an
actual
budget
New Hire (20+ per month)
Sales Training (land of fast discounting)
Support training
… and everything else that anyone in the company now feels must be ‘training’
Marketing and communication to the field
We’re rebranding the company
CEdMA Spring Conference 2013
1 2
3 4
SCALE DELIVERY THRU ATPs
Recruit
Measure Quality
Certify Instructors
ATP Agreements
…and the cycle continues
Not Enough (Knowledgeable) Trainers
CEdMA Spring Conference 2013
day System Administration
day Scripting in ServiceNow
System Admin certification
And This Was My First 5 Months
…with 5 people
Build content with
good shelf life,
flexible, maximize
hands on
day Implementation bootcamp
day Sales methodology
hrs of elearning modules
day New Hire
Foundation elearning modules (12,000 hits in first 4 mo)
new ATPs and 8 partner trainers
new vendor relationships
Please rebrand
everything you
just did…
3
2
1
5
5
3
2
6
5
5
CEdMA Spring Conference 2013
…btw, you’re
doing great!
Budget?
No, you still
don’t have a
budget.
Could you make
something up?
CEdMA Spring Conference 2013
Knowledge (User) Conference (28% attach)
New CEO, CFO, VP HR, VP Eng, SVP Sales
Old boss departs (VP Customer Care)
CEO re-aligns org, ‘forgets’ about Training
Make case for PS reporting role (vs Support)
New boss starts and brings 5 new ex-colleagues
into PS leadership
Q2 2011
CEdMA Spring Conference 2013
Audience Poll
A. Ask for a huge budget
B. Hire people
C. Contract some consultants
D. Build a plan
E. Run screaming from the building
CEdMA Spring Conference 2013
H2 2011
Aug 2011 – 2 free seats goes away
– Training becomes Ed Services
– Move to expectation of profit center
Mantra is scale, velocity, quality • More new courses, new certification
• Add social into the mix with SN platform
• Hand off Support trng
• New hires coming on 30-40 per month
• Pressure on sales enablement, forecasting
• Add VILT for partners
• Build business plan for 2012 with budget
End 2011
10 employees
3 technical courses
2 sales courses
1 new hire training
1 high stakes cert
csat in the mid 8’s
CEdMA Spring Conference 2013
H2 2011
Financial reporting is focused on Revenue Does not include financial results of Knowledge conf.
CEdMA Spring Conference 2013
H2 2012
Launch new line of business
(process user training)
Hand off Sales training, new hire
2 self-paced courses
3 new ILT courses
1 new high stakes cert
End H1 2012
- 15 employees
- 6 technical courses
- 2 high stakes certs
- avg csat in the high 8’s
CEdMA Spring Conference 2013
ServiceNow Knowledge12 Conference
– All six courses were brand new course or a new version
– 500 training instances
– New branding on the course materials
– Customers, Partners, … Prospects!
– 35 certified instructors, across SN and 8 Authorized Training Partners
– 465 attendees, 70% response rate
90.9% scored 8 or better
69.4% scored 9 or 10
37% rated the two days a perfect 10!
CEdMA Spring Conference 2013
Went truly global:
– France, Germany
– Finland, Croatia
– Japan, Australia
– Malaysia, India
– and many more
H2 2012
Longitudinal surveys
Management KPIs
Team KPIs
CEdMA Spring Conference 2013
Q1 2013
Nov 2010 March
2013
Employees 260 1300
Customers 400 1400
Renewal rate ? 98+%
Revenue $100M $400M
Ed Services
FTE 3 26
End Q1 2013
- 26 employees
- 10 technical courses
- 2 high stakes certs
- csat in the low 9’s
CEdMA Spring Conference 2013
What We Do
Process User/ End User training
What we don’t do - custom (multi-day) - discount training
Lines of business
Multi-day courses (multi-modalities)
Certifications
ATP program
eLearning
Learning credits
CEdMA Spring Conference 2013
Our candidate qualities Be customer centric (always putting yourself in the user experience) Move fast Innovate Be adaptable Fail and learn from it Demonstrate measurable results
The team
Hiring
practices
Onboarding
process
Cross
pollinating
the team
Sharing
successes
Driving product
adoption
What We Do Well - Hire
CEdMA Spring Conference 2013
900 students
633 surveys
28 Instructors
5
courses
3 geos
What We Do Well - Delivery
CEdMA Spring Conference 2013
Audience Poll
What Do You Think Our Biggest Challenges Are Today?
E.
A. Hiring
B. Budget
C. Strategy
D. Other?
E. I would have already run screaming
from the building
CEdMA Spring Conference 2013
- Hiring - Building ecosystem - Communication - Culture
- Blended model (direct/indirect) - Discounting - Building custom
Challenges
- LMS
- SN as a platform company - 1000 certs per quarter - $40-50M run rate
CEdMA Spring Conference 2013
$10M
26 strong
9+ Csat
2 ½ years
Hire smart, fail fast
Find patterns/trends, act
Let them own the business
No budget?
New CEO?
New boss?
New leadership team?
No Plan?
Innovate,
experiment,
fail,
learn
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