Lead and opportunity management
ServiceNow® lead and opportunity management applications support your sales life cycle from capturing leads to forecasting revenue. Explore each module to streamline engagement, optimize territory coverage, and drive conversion.
Use case: Accelerate your sales pipeline from lead to opportunity
Streamline your sales motion from lead capture to deal progression with ServiceNow® Lead and Opportunity Management applications.
Meet Boxeo, a mid-sized B2B software company (800 employees) selling enterprise workflow automation to manufacturers and logistics providers. With three core platforms and 15+ add-on modules, their 45-person sales team manages complex, multi-stakeholder deals through both direct sales and channel partners.
Boxeo's revenue leadership faced persistent problems across the following critical areas:
- Pipeline velocity was stalling
- Inbound leads from events, partners, and web forms were tracked in an unorganized manner, if at all. SDRs worked them differently, duplicate outreach happened constantly, and the best-fit prospects didn't get prioritized. This resulted into slow follow-ups and low conversion.
- Forecast accuracy was unreliable
- Pipeline updates were late and manual. Managers couldn't see what drove the rollup, and forecast calls were reactive. Leadership made resource decisions based on guesswork, not data.
- Agent productivity was suffering
- Follow-up depended on personality and memory. Some prospects got spammed; others went quiet for weeks. Handoffs between SDRs and AEs lost context, and reps spent more time on administrative tasks than selling.
- Customer experience was inconsistent
- Without structured engagement tracking, prospects received different messages from different reps. AEs walked into meetings without knowing what had already been discussed, forcing buyers to repeat themselves.
- Renewal and upsell opportunities were missed
- Enterprise buyers decide as committees. Boxeo lost late-stage deals because they engaged one contact and didn't identify the champion, economic buyer, or ratifier until it was too late.
- Territory coverage had gaps
- Leads and opportunities got misassigned across regions and partner motions, delaying response, causing rep conflict, and leaving accounts orphaned when coverage changed.
- Stop losing good leads to chaos using Lead Management
- Boxeo standardized lead intake using Lead Management. SDRs create Lead records with guided Needs Analysis and recommended products based on the product catalog. Leads progress through qualification stages on a Kanban board, and assignment rules automatically route them to the appropriate SDR based on territory and capacity—moving leads from capture to qualification consistently.
- Make follow-up effortless and measurable using Customer Engagement Sequences
- Boxeo uses Customer Engagement Sequences to standardize outreach that automates multi-step engagement using emails, calls, and more for outbound prospecting and telesales motions. Sequences combine automated and manual steps with decision-based paths, retry follow-up if no response, exit when converted or disqualified. Sequence tasks auto-generate for SDRs, ensuring consistent timing.
- Advance complex deals with full visibility using Opportunity Management
- AEs manage multi-module deals with many stakeholders, but deal notes, product fit, and next steps used to be scattered across emails and trackers. Opportunity Management centralizes everything: AEs track opportunity details, add offerings via the catalog, capture needs, assign tasks, send emails, and generate quotes directly from the opportunity workspace with Kanban and activity history. Integrated pricing calculates unit and total prices automatically as offerings are added.
- Forecast with confidence, not guesswork using Sales Forecasting
- Forecast calls used to be reactive because pipeline updates were late and managers couldn't see what drove the rollup. Boxeo uses Sales Forecasting to project sales volumes and revenue using live Opportunity data. Reps categorize opportunities (pipeline, best case, commit) and the system rolls up forecasts by team and period, with quota versus attainment visibility and drill-down into underlying deals.
- Route work to the right people, automatically using Sales Territory Management
- Without defined territories, Boxeo's reps sometimes competed for the same leads or overlooked others entirely. Sales Territory Management solved this by dividing accounts, leads, opportunities, and consumers into manageable segments based on geography, product line, or industry. Sales Operations configured territory rules that automatically distribute incoming records to the right teams, while territory-based data sharing ensures reps only access what they're authorized to view. When Boxeo expanded into manufacturing and reorganized their partner motion, territory assignments updated automatically eliminating manual redistribution, coverage gaps, or orphaned accounts.
- Win the whole room, not just one contact using Buying Groups
- In big deals, Boxeo's sellers often focused on one contact and missed other decision-makers, risking surprise blockers late in the sale. Buying Groups solves this by modeling the key decision-making stakeholders for a specific account and product family. AEs add members with defined roles, track engagement scores and ratings (Hot, Warm, Cold), and progress each group through its own life cycle. When a buying group links to an opportunity, members automatically sync to opportunity contacts with roles preserved.
- Capture the story where work happens using Activity Management
- Boxeo's activity logging was inconsistent. Emails, calls, and meetings with clients weren't systematically captured, so managers lacked visibility into deal momentum. Activity Management tracks all sales touchpoints directly against leads and opportunities. The ServiceNow CRM for Outlook Add-in enables reps to associate emails with existing or new CRM records without leaving Outlook. CRM Touchpoints provide structured engagement tracking for discovery calls, demos, business value assessments, and customer business reviews.
Before ServiceNow, Boxeo's CRM was a reporting tool for management, not an enabler for sellers. Reps logged data because they had to, not because it helped them win. With Sales and Order Management, that dynamic flipped: the system now surfaces next actions, automates busywork, and keeps deals moving. Sellers use it because it makes their job easier, and leadership gets better data as a result. Boxeo also improved performance across the following critical areas: pipeline velocity, forecast accuracy, agent productivity, customer experience consistency, stakeholder coverage, and territory efficiency.
Get started
Select a link from the following table to learn about key features and benefits of an application and how it can be used by the user personas in your sales organization.
| Application | Description |
|---|---|
| Lead Management | Capture, qualify, and nurture potential customers. |
| Customer Engagement Sequences | Automate and personalize outreach strategies. |
| Buying Group | Create solution-specific buying groups, assign stakeholder roles, and link to opportunities. |
| Opportunity Management | Track and advance sales opportunities through the pipeline. |
| Sales Forecasting | Predict revenue and plan resources with confidence. |
| Sales Territory Management | Define and manage sales regions for better coverage. |
| Activity Management | Plan, execute, capture, and track customer interactions across multiple channels throughout the customer life cycle. |
What to do next
Configure the lead and opportunity applications, so your agents can use them in their sales workflows. For more information, see Configuring the lead and opportunity management applications.