Mark Orsborn

Leading Revenue and Service CRM & AI on ServiceNow @ The Whole Group - Business Technology translator ex Salesforce, 3M. All views are my own.

[Mark Orsborn @MarkOrsborn]

The Lead-to-Cash Black Hole

Sales, ops, finance — three teams, multiple systems, nobody owning the customer’s experience of actually receiving what they bought. Gartner found purchase regret peaks before implementation begins. McKinsey puts the revenue cost at 3–5% of EBITDA, leaking silently through manual handoffs and billing errors.

ServiceNow SOM puts sales, orders, fulfilment, and service on ONE platform. Quote accepted → order flows → AI routes and orchestrates → customer gets visibility. No re-keying. No dropped context. Lumen cut fulfilment time by 75% and added $3M revenue in the first three months. KPN went from three days to under one minute per order.

The fix exists. The question is whether your leadership team even knows your quote-to-cash cycle time — not quote-to-close. Quote to cash.

https://t.co/fUR9bxVR4J

@ServiceNow #revenueops #revenue

[Mark Orsborn @MarkOrsborn]

Field Service: The Forgotten Revenue Channel https://t.co/CXjg9fp6s9

[Mark Orsborn @MarkOrsborn]

Check out my latest article: Your Service Team Is Sitting on a Revenue Goldmine https://t.co/COhzcuOIru via @LinkedIn

[Mark Orsborn @MarkOrsborn]

The Unified Platform Advantage - CRM that works. https://t.co/G7RHBwAhMZ
@ServiceNow

[Mark Orsborn @MarkOrsborn]

What Drives CRM Success?

CRM success isn’t about accumulating more data, offering more channels, or deploying more AI features. It’s about connecting what you know to what you do — building the specific links between customer context and operational action that actually change outcomes.

The organisations that get this right work smaller and more focused than you might expect. They prioritise depth over breadth. They measure resolution, not activity. They do foundation work before capability work.

None of this is revolutionary. It’s just disciplined. And discipline, it turns out, beats ambition in CRM transformation more often than the industry likes to admit.

https://t.co/yezrWNbM4F
@ServiceNow @ServiceNowUKI #CRM

[Mark Orsborn @MarkOrsborn]

The Hidden Revenue Engine in Your Service Organisation - how @servicenow's unified CRM brings revenue to service interactions on one platform https://t.co/5AVTqeX2DL

[Mark Orsborn @MarkOrsborn]

@BillRMcDermott @ServiceNow @OpenAI A fantastic event. Super inspired to partner and win together!

[Mark Orsborn @MarkOrsborn]

@GinaMast1 @SherylEstrada @Fortune Fully agree Gina and would welcome any thoughts on building the business case https://t.co/YZkzSIg9hV

[Mark Orsborn @MarkOrsborn]

Organisations that reach AI maturity experience 50% higher revenue growth than their peers. They’re not using different technology. They’re following a different playbook.

This article breaks down the six levels of ServiceNow AI maturity (0–5) and the five characteristics that define winners. The biggest insight from McKinsey’s 2025 research? Organisations that redesign workflows are three times more likely to achieve breakthrough results than those that bolt AI onto existing processes.

https://t.co/02fNtD5Pyo

@ServiceNow #revenue #ai

[Mark Orsborn @MarkOrsborn]

Building an AI Business Case That CFOs Actually Approve https://t.co/YZkzSIg9hV

@ServiceNow #CFO #AIBusinessCase

[Mark Orsborn @MarkOrsborn]

Check out my latest article: AI Won't Fix Your Customer Service. It'll Show You What's Actually Broken. Here is how to fix it. https://t.co/fheJyCpxhU
@ServiceNow #serviceai #servicemetrics

[Mark Orsborn @MarkOrsborn]

What separates winners from everyone else: they measure EBIT impact, not technical performance. They put 70% of AI resources into people and processes, not technology. And they accept that real ROI takes 12–24 months to show up.

Post #10: Measuring-what-matters-ai-roi-beyond-the-hype https://t.co/yI0C07SHVZ
@ServiceNow #AI #CustomerServiceAI

[Mark Orsborn @MarkOrsborn]

“The Human Factor: Change Management for AI” https://t.co/ken7egAdSJ https://t.co/6EIyZLDtuy

[Mark Orsborn @MarkOrsborn]

Love this video from @ServiceNow! Want to know how to adopt this technology, DM me!

[ServiceNow @ServiceNow]

Everyone bought into AI. Few are seeing the return.

Now that changes. When AI runs in silos, value gets stuck. ServiceNow breaks down the walls—connecting any workflow, any AI, and any data source—to put AI to work for people.

[Mark Orsborn @MarkOrsborn]

@businessbarista Claude