Enterprise workflows are quickly becoming the new battleground for tech vendors as providers that have the customer data race to ensure they don't merely become systems of record.
In just a few hours last week, the importance of enterprise workflows and streamlining processes was laid out.
First, Salesforce and Workday unified their data foundations in a move that will make it seamless to connect financial, HR and customer data within Data Cloud. The companies didn't mention workflows directly, but it's clear they wanted to secure their data advantage and be that workflow engine.
A quote from Sal Companieh, Chief Digital and Information Officer, Cushman & Wakefield, indicated that the Salesforce-Workday pact was as defensive as it was about customer value. “The ability to streamline workflows across two of our most used platforms – Workday and Salesforce – and deliver more personalized AI-powered employee experiences will be a game changer for us," said Companieh.
I read that quote to mean that ServiceNow was becoming a pain in HR and CRM with its platform that's aimed at genAI, process and enterprise workflows. When ServiceNow reported its second quarter earnings that threat to category incumbents became clear.
ServiceNow CEO Bill McDermott talked about manufacturing workflows, efficiency and AI. He talked CPG. And the ServiceNow vision applies to any industry. Talking about CPG, McDermott said:
"Think about consumer goods. They want AI-powered chatbots to deliver personalized shopping experiences. And just think about your own shopping experience. You could buy a great product, but if you can't return it in a streamlined way. You drop the brand. You're not doing business with them anymore. So, it's a virtuous cycle to think about the quality of the product, the service experience of the customer and ultimately advocating for the customer and giving them what they want, that's all workflow, and we're going to automate that entire industry. And so rethink health care, rethink manufacturing, rethink utilities, you rethink consumer goods. We're going for it all."
Indeed, ServiceNow is selling its genAI NowAssist at a rapid clip. ServiceNow is becoming included as an automation platform across systems. ServiceNow is landing more deals valued at more than $1 million ACV and its workflow businesses across security, IT service management, operations and customer and employee experiences are all faring well.
What remains to be seen is whether the enterprise software vendors that have the customer data can defend against a ServiceNow coming over the top.
The final data point in the workflow machinations was ServiceNow's partnership with Boomi. Boomi has done a nice job of expanding its iPaaS to becoming an AI-driven API platform and enterprise connector. Boomi will be to ServiceNow what MuleSoft will be in the Salesforce and Workday partnership.
As noted previously, generative AI can become the interface that rewires enterprise software. There's an argument that automation and workflows will be in that mix too.
