CEdMA Spring Conference 2013 - cedma-europe.org 5 Launching a... · CEdMA Spring Conference 2013 day System Administration day Scripting in ServiceNow System Admin certification And

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


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


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


New Customers have Great Company

6

Financial Services IT Services Healthcare Consumer Technology


November 8, 2010


Initial Charter


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)


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


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

?


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


1 2

3 4

SCALE DELIVERY THRU ATPs

Recruit

Measure Quality

Certify Instructors

ATP Agreements

…and the cycle continues

Not Enough (Knowledgeable) Trainers


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


The ServiceNow Culture

ServiceNow Culture


…btw, you’re

doing great!

Budget?

No, you still

don’t have a

budget.

Could you make

something up?


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


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


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


H2 2011

Financial reporting is focused on Revenue Does not include financial results of Knowledge conf.


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


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!


Went truly global:

– France, Germany

– Finland, Croatia

– Japan, Australia

– Malaysia, India

– and many more

H2 2012

Longitudinal surveys

Management KPIs

Team KPIs


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


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


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


900 students

633 surveys

28 Instructors

5

courses

3 geos

What We Do Well - Delivery


What We Do Well - Ecosystem


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


- 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


$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


Documents

CEdMA Spring Conference 2013 - cedma-europe.org 5 Launching a... · CEdMA Spring Conference 2013 day System Administration day Scripting in ServiceNow System Admin certification And