Organizations are increasingly looking to unify customer-facing operations on a single platform to eliminate data silos and improve customer engagement. Tenon's native marketing automation capabilities for the ServiceNow AI Platform enable businesses to connect marketing, sales, service, and operations, creating AI-powered customer experiences backed by unified customer data.
Quick Intel
Extending Marketing Automation Within ServiceNow CRM
ServiceNow continues to expand its CRM capabilities by enabling organizations to bring marketing automation directly into the same platform that manages customer service, field service, sales, and operations. Through its partnership with Tenon, businesses can now manage omnichannel customer engagement using shared customer data, AI, and enterprise workflows without relying on disconnected marketing systems.
By connecting marketing activities with operational data and CRM records, organizations can create a unified customer experience throughout the entire customer lifecycle while strengthening their AI-driven engagement strategies.
"Marketing teams have historically been forced to operate in separate systems, creating data silos and disconnected customer experiences," said Ben Person, CEO of Tenon. "By bringing marketing automation natively to the ServiceNow AI Platform, we're helping organizations extend their CRM strategy beyond sales and service to include customer engagement. The result is a more connected customer journey and a stronger foundation for AI-powered experiences."
Creating a Unified Customer View
Many organizations are modernizing their CRM strategies by consolidating customer-facing functions onto shared platforms. While ServiceNow already supports sales, service, and operational workflows, marketing has traditionally remained separate.
Tenon's native integration allows organizations to operate from a shared customer record, unify customer information across departments, and establish a complete 360-degree customer view. This approach enables teams to coordinate customer interactions more effectively while improving collaboration between marketing, sales, and service functions.
MCNC, a nonprofit focused on broadband connectivity and technology services across North Carolina, has adopted Tenon to bring marketing automation directly into ServiceNow CRM. By integrating campaign execution with operational data, MCNC can deliver more personalized communications, improve audience insights, and better align outreach efforts.
"Having access to customer and operational data directly within ServiceNow has and will transform how we engage with our customers," said James Nester, MCNC CMO. "With Tenon and ServiceNow, we're able to move from reactive communications to more proactive, personalized outreach based on real customer activity and needs. That visibility allows us to deliver the right message at the right time, strengthen relationships, and create more meaningful interactions throughout the customer lifecycle."
Supporting AI-Powered Customer Engagement
As enterprises accelerate AI adoption, trusted and connected customer data has become essential. Operating natively within the ServiceNow AI Platform enables Tenon to leverage existing governance, workflows, security, and AI capabilities while simplifying customer engagement.
The platform allows organizations to design customer journeys across email, SMS, and digital channels, personalize interactions using AI and real-time customer data, trigger marketing actions from CRM and operational events, and consolidate customer-facing operations into a unified environment.
"Organizations are looking for ways to communicate with their customers through every stage of the engagement life cycle," said Christopher Shutts, Vice President of CRM Sales and CPQ, ServiceNow. "Having rich marketing automation on the ServiceNow AI Platform helps customers extend their CRM investments, connect customer engagement to business outcomes, and deliver more unified experiences across teams."
Looking Ahead
The collaboration between Tenon and ServiceNow reflects the growing shift toward unified CRM platforms that integrate marketing, sales, service, and operations. By combining AI-powered marketing automation with enterprise workflows and shared customer data, organizations can deliver more connected customer experiences while simplifying technology management and supporting long-term digital transformation.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones, and thrive on the tech pulse.
