Leaving comfort zones: Nowhere is that transformation more visible than in the company’s partnership with actor and humanitarian Idris Elba. "The partnership with Idris reflects a bigger shift we’ve been driving: moving from safe, conventional B2B to something more emotional, more human, and more culturally relevant," says Moore.

It’s not just about finding the biggest name for name’s sake. Moore explains that it’s about values: "Celebrity relationships today are about values alignment, not just visibility. And this one mirrors how we see our customers and partners—powerful, purpose-driven, and ready to make real change happen. I mean come on… who doesn’t love Idris Elba?"

Exceptional growth: As ServiceNow’s brand expands, so too does its partner strategy. Moore reports that the partner ecosystem has grown rapidly from a focused group of core accounts to a much broader base, with ambitious plans to reach a global footprint of tens of thousands. "We’re growing our ecosystem so fast, mainly because we talk about going aspirationally from a $10 billion company to a $20 billion one in just a two-year period," she continues. "The only way to do that is to leverage and accelerate the ecosystem to have deep partnerships."

Clear goals: That vision in mind has led to a total rebuild of how partner marketing is executed. "We’ve rebuilt the partner marketing experience from the ground up. It’s no longer a bolt-on at the end of a campaign," Moore explains. "It starts at the strategy phase—with clear goals, shared narratives, and defined activation plays."

Tools to shine: That includes helping partners shine in the spotlight. "We’re elevating partner voices by turning co-sell opportunities into co-storytelling opportunities," Moore emphasizes. "That means giving them the tools to shine, not just replicate. And it means aligning on a mutual outcome: growth at scale."

"When partners see themselves in the core of your GTM plan—not on the fringe—they show up differently. And so do the results," she concludes. "It’s been an extraordinary transformation, and we are only getting started."