When ServiceNow picked up Logik.ai last month, few batted an eyelid.
At first, the move for a Configure, Price, Quote (CPQ) solution provider seemed a natural expansion of ServiceNow’s Sales and Order Management offering.
However, according to Michael Ramsey, GVP of Product Management for Customer Workflows at ServiceNow, this acquisition represents something much more significant.
In an exclusive interview with CX Today, Ramsey stated:
This is a major acceleration of our CRM strategy.
Why? Because Logik.ai isn’t just another CPQ aimed at sales teams.
Instead, it offers ServiceNow the opportunity to democratize CPQ technology.
By doing so, the tech giant may – over time – help its customers boost revenues and enable a more data-rich CRM experience. Here’s how.
ServiceNow Could Democratize CPQ Tech to Boost Business Revenues
Logik.ai offers all the features expected of a CPQ. It allows employees to configure a product/service and determine pricing based on key customer details, pre-defined rules, and discounts. It then generates a quote.
Yet – as noted – Logik.ai doesn’t only serve up sales teams with CPQ capabilities; it empowers all customer-facing employees with CPQ capabilities.
As per Ramsay, that’s a key differentiator. He said:
Logik.ai immediately enhances our capabilities in those critical ‘moments that matter’ when a transaction is happening. It’s not just designed for direct sales teams; it’s truly omnichannel.
Logik.ai’s consumer-grade UX, which – per Ramsey – integrates seamlessly into the entire customer lifecycle, is critical here.
Yet, it has also partnered with the likes of Adobe, BigCommerce, and Shopify to put CPQ functionality in the hands of many more users.
In doing so, Logik.ai helps brands boost revenues across more customer touchpoints, such as contact center conversations, service desk interactions, and field service visits.
Typically, the employees making these engagements have lacked the tools to upsell and cross-sell effectively.
Indeed, they have relied on commerce bolt-ons, disconnected from the customer journey, resulting in cumbersome, clunky sales experiences that often result in escalation.
With Logik.ai, ServiceNow may streamline that sales experience, empowering front-office teams with the right tools to boost revenue.
Logik.ai Will Enable a More Data-Rich CRM Experience
The team behind Logik.ai previously built two other CPQ solutions: BigMachines and Steelbrick, which it sold to Oracle and Salesforce, respectively.
Logik.ai is its third venture into the CPQ market.
Yet, it didn’t just build on what it had done previously. This time, Logik.ai wanted to grasp the opportunity to leverage the CPQ process as a means to collect precise, meaningful information about customer wants, needs, and priorities.
Indeed, it doesn’t just record transaction data but broader customer data and signals that could inform the next-best engagement. That information is gold dust for a CRM.
As an example of how Logik.ai is gaining that data, consider its Conversational Quoting Assistant. This allows customers to dictate their needs and automatically receive a quote, as it pull intelligence from their speech.
Via such innovation, Loigik.ai is collating new configuration data, not just the quote.
ServiceNow could pull that into the CRM to enable a more data-rich experience, boosting the many AI tools embedded across its unified CRM platform.
Yet, that data could also support service reps. So, if a customer has a question about their quote, those reps have all the information at hand to problem-solve effectively.
What Else Does Logik.ai Bring to ServiceNow?
Consider industries like manufacturing, technology, and telcos. The products that businesses across these sectors sell can be highly complex.
Solving that complexity is one of the trickiest problems CPQ providers face.
Logik.ai’s approach focuses on delivering industry-specific innovation. That aligns with ServiceNow’s verticalized CRM strategy. As Ramsey noted:
This acquisition fits perfectly with that strategy by solving some of the bigger, more complex pain points where we can really make a difference with technology.
Additionally, the acquisition – in its own right – opens up a new sales motion for ServiceNow.
Indeed, Logik.ai celebrated its third successive year of triple-digit growth last year, landing deals in CPQ as a standalone, which ServiceNow hasn’t typically led with.
As such, it gives ServiceNow another entry point for its land-and-expand strategy.
Final Thoughts: The Acquisition Is a “Thoughtful, Strategic Move”
As an observer on its board, Ramsey has watched Logik.ai’s momentum play out.
Yet, others have also watched on, too, with Salesforce Ventures investing in the firm.
As such, Salesforce likely also pondered a move for Logik.ai.
Nevertheless, ServiceNow secured the acquisition, gaining a differentiative CPQ.
That’s especially significant given the two vendors’ ongoing rivalry and the fact that Salesforce stopped selling its Steelbrick CPQ to new customers earlier in 2025.
However, primarily, the move complements ServiceNow’s overriding CRM mission: to deliver a more data-rich experience.
As such, it’s no surprise that Ramsay summarized the acquisition as a “very thoughtful, strategic move” that will accelerate ServiceNow’s burgeoning CRM objectives.
