ServiceNow acquires Logik.ai: what marketers should know
ServiceNow acquires AI-powered CPQ provider Logik.ai to enhance its CRM capabilities. Learn what this means for sales and marketing teams.
ServiceNow has signed a definitive agreement to acquire Logik.ai, a leading provider of AI-powered Configure, Price, Quote (CPQ) solutions. The acquisition aims to strengthen ServiceNow's growing CRM capabilities and accelerate its momentum in Sales and Order Management.
Announced on April 3, 2025, the deal will expand ServiceNow's CRM footprint by integrating Logik.ai's advanced AI-driven sales tools to help organizations close deals faster, boost productivity, and achieve greater efficiency across the entire sales process.
The transaction is subject to customary regulatory approvals and closing conditions. Financial terms of the acquisition were not disclosed in the announcement.
What are ServiceNow and Logik.ai?
ServiceNow (NYSE: NOW) is an AI platform for business transformation that connects people, processes, data, and devices across organizations. Founded in 2004, the company has evolved from an IT service management solution to a comprehensive platform covering various business functions, including customer relationship management.
ServiceNow's CRM and Industry Workflows business is currently its fastest-growing segment, focusing on connecting end-to-end customer experiences from first contact to resolution.
Logik.ai, founded in 2021 by CPQ industry veterans including CEO Christopher Shutts, offers an AI-powered CPQ platform designed to accelerate the entire transaction management cycle. The company's solution features an advanced rules engine that prioritizes speed, simplicity, and scale while delivering consumer-grade experiences for both sellers and buyers.
Unlike traditional CPQ systems, Logik.ai integrates AI throughout its solution to handle complex product configurations, pricing inconsistencies, and manual quoting processes that often slow down sales cycles.
Why this matters for sales and marketing teams
Companies across industries struggle with ineffective sales processes due to complex configurations, pricing inconsistencies, and error-prone manual quoting. This acquisition directly addresses these pain points in several ways:
- Streamlined sales cycles: Sales teams waste valuable time navigating spreadsheets, outdated pricing models, and disconnected approval workflows. The combination of ServiceNow's platform with Logik.ai's CPQ solution aims to eliminate these inefficiencies.
- Enhanced customer experience: The integration promises to create seamless experiences across multiple sales workflows, including direct sales, partner channels, and self-service options.
- Industry-specific solutions: The acquisition particularly benefits industries with complex product portfolios such as manufacturing, high-tech, and medical device sales, where precise configurations and pricing are critical.
- Tech stack consolidation: As companies seek to reduce the number of disconnected tools in their martech stack, this acquisition offers the potential for a more unified approach to sales, service, and fulfillment.
John Ball, EVP and GM of CRM & Industry Workflows at ServiceNow, emphasized this strategic vision: "It's about delivering a fundamentally different vision and approach to traditional CRM and CPQ offerings — one that addresses the real pain points in connecting end-to-end customer experiences."
Patrecia Meliana
ServiceNow and Logik.ai traction
ServiceNow has been aggressively expanding its capabilities through strategic acquisitions. Before Logik.ai, the company acquired Cuein and Moveworks to enhance its generative AI and agentic AI footprint, Quality 360 solution from Adavania to improve AI-driven quality management in manufacturing, and Mission Secure to strengthen operational technology services.
As of Q4 2024, ServiceNow reported 2,109 customers with more than US$1 million in annual contract value (ACV), representing 14% year-over-year growth. Despite this customer growth, ServiceNow's stock has faced pressure in 2025, with shares declining 31.9% year-to-date compared to the broader technology sector's 21.1% decline.
Logik.ai has been gaining momentum with clients such as Keysight, Oldcastle Infrastructure, Lamons, and CORT. The company already integrates with nearly 50 technology partners, including ServiceNow, which should facilitate a smoother transition following the acquisition.
Backed by investors including Emergence Capital, Salesforce Ventures, ServiceNow Ventures, High Alpha, and Permanent Capital, Logik.ai has positioned itself as an innovator in the CPQ space with its AI-first approach.
Who are the competitors?
This acquisition strengthens ServiceNow's position against several key competitors in both the CRM and CPQ markets:
- CRM competitors: Salesforce dominates the CRM market with its comprehensive platform, while Microsoft Dynamics 365, Oracle CX, and HubSpot also maintain significant market shares. ServiceNow's strategy appears focused on differentiating through deeper integration between service, sales, and operations rather than competing head-on with established CRM-only players.
- CPQ competitors: In the CPQ space, Salesforce CPQ (previously SteelBrick), Oracle CPQ Cloud, SAP CPQ, and Apttus/Conga CPQ are the primary competitors. Logik.ai's AI-native approach and focus on consumer-grade experiences provide ServiceNow with differentiated capabilities in this specialized segment.
ServiceNow's approach of building a unified platform that handles the entire customer lifecycle from lead to renewal positions it uniquely among these competitors, many of which still require integration between separate systems for service, sales, and operations management.
The trend of martech consolidation continues to reshape the industry as vendors seek to provide more comprehensive, integrated solutions. For marketing and sales teams evaluating technology options, this acquisition represents another step toward simplified tech stacks with AI-enhanced capabilities.
