ServiceNow Essentials

While helping some new teammates on our sales team recently, I was walking through real-world examples of how we’ve helped customers succeed with ServiceNow. One question stuck with me:

“How do you know if a customer is using ServiceNow the right way?”

It’s a great question and one that deserves a thoughtful answer. Over time, I’ve boiled it down to three key questions I always ask when assessing a customer’s ServiceNow maturity. If these foundational elements aren’t in place, it’s usually a sign they’re focused on the wrong priorities.

1. Are You Entra ID Joined? (For SSO and Identity Management)

This is the first question I ask. It’s not just about being “modern” or “cloud-first”, it’s about ensuring your organization has a solid foundation for user authentication, policy enforcement, and single sign-on (SSO).

Sure, some organizations are still in a hybrid state with both Active Directory and Entra ID (formerly Azure AD) but the future is Entra ID.

If an organization is still using LDAP authentication or relying on local accounts for ServiceNow access, it raises red flags about:

• Security posture
• User experience
• Readiness for automation and integration

The good news? Integrating ServiceNow with Entra ID is very straightforward. With the right prerequisites in place, it can be completed in just a few hours. So, if it’s missing, it signals a gap in IT maturity and that usually correlates with other foundational gaps.

2. Have You Integrated ServiceNow with Intune for CMDB Sync and User Mapping?

This is another essential building block that is relatively easy to set up, even with standard ITSM licensing.

ServiceNow can automatically import and update all devices registered in Microsoft Intune directly into the CMDB, this includes laptops, desktops, and mobile devices.

This simple change unlocks a ton of value:

• Accurate asset tracking and reporting
• Better incident response (knowing a user’s devices immediately)
• Support for zero-touch provisioning workflows
• Automation of onboarding/offboarding tasks

This integration helps ServiceNow become a true system of record for your devices. It also greatly improves the effectiveness of your service desk, giving them real-time visibility into devices tied to specific users and vice versa.

Again, the setup effort is minimal, often less than 20 hours if you’re starting from scratch.

3. Have You Automated Your Onboarding Process in ServiceNow?

This is the third essential capability I look for, and it often sets high-performing ServiceNow environments apart from the rest.

Automated onboarding is where the magic happens:

• An offer is accepted in Workday, SuccessFactors, or Oracle HCM
• That triggers a workflow in ServiceNow
• Devices are automatically ordered from procurement partners (e.g., CDW, ER2)
• Autopilot profiles are assigned, apps and permissions are provisioned
• The user boots up on day one with zero-touch provisioning—no hands-on effort from IT

This isn’t just a nice-to-have. It’s a major time and cost saver, and it delivers a top-tier employee experience. If you’ve already implemented Questions 1 and 2, this becomes the logical next step and a major ROI opportunity.

Honorable Mentions (Bonus Questions)

A few other questions I like to ask:

• How many third-party systems have you integrated into ServiceNow? If the answer is “not many,” they may not be using ServiceNow to its full potential.
• Do you have any shelfware? Many customers have purchased modules like SPM or HAM but haven’t implemented them fully.

These point to missed value, and often result from jumping ahead before the basics are in place.

Final Thoughts: Start with the Foundation

These three questions aren’t about advanced capabilities, they are simply about doing the essentials. Too often, customers chase advanced features like AI Assist before they have even integrated Entra or Intune.

ServiceNow maturity is an evolution, not a revolution.

Without the right foundation (SSO, identity management, asset visibility) you can’t effectively automate onboarding, device provisioning, or enable AI agents. All of these solutions must know who the user is or what device they are using.

So ask yourself:

• Are you joined to Entra ID?
• Is Intune feeding your CMDB?
• Are you automating onboarding workflows?

If not, you’re likely focusing too high up the maturity scale. Take a step back. Build the foundation. Then go further, faster and with confidence.