ServiceNow

“Simplify, modernize, and rethink processes”: Inetum leverages ServiceNow to drive business transformation

Published : 06/08/2026

Marin Marinov, 
SVP ServiceNow Global Practice at Inetum

Automation, process optimization, data structuring, and the strategic scaling of AI: ServiceNow is fundamentally transforming the way businesses operate. Marin Marinov, Senior Vice President of ServiceNow Global Practice at Inetum, explains how he helps his clients secure their deployments and generate value over time.

Why do companies seek your expertise on ServiceNow?

ServiceNow is a highly modern, flexible, and exceptionally powerful platform with AI fully embedded across every corner of it. That’s precisely why many companies choose it: to drive their business transformation and achieve new outcomes at speed. In practice, they’re looking to digitize their processes or optimize workflows that often span across multiple systems and departments. But this flexibility is a double-edged sword. It offers numerous ways to achieve the same goal, with implementations that vary greatly depending on the design choices made and the implementation practices applied. Without a clear framework, this can lead to poorly executed deployments, that are either slow or over-customized and can jeopardize the return on investment. This is precisely where we step in.

We work with clients to thoroughly understand and define their needs, structure the implementation, avoid these pitfalls, and build a sustainable transformation, all to generate value quickly and then amplify it over time.

What are typically the first tangible benefits observed during deployment?

The short-term gains can be very tangible, if you structure your approach the right way. Starting with processes that involve highly repetitive, well known and time-consuming activities is a great choice to achieve quick value. Provides opportunity to leverage ServiceNow Agentic AI capabilities to gain further efficiencies, too. Centralizing and automating these processes in ServiceNow allows them to be completed more quickly, with less effort and fewer errors. This directly translates to lower operating costs and improved execution quality. The more the platform is extended to include more use cases the more these benefits accumulate.

“Avoid long-term projects where you invest upfront without seeing results for several months.”

Can you describe the “Inetum method” for transforming ServiceNow into a true driver of business value in your projects?

The real difference becomes apparent when we go beyond the simple logic of automation and looking at it as “yet another system deployment”. Implementing ServiceNow allows us to thoroughly optimize processes: simplifying them, modernizing them, or even completely rethinking them. This often provides opportunity to eliminate peripheral applications by reintegrating their logic directly into the platform. This results in greater consistency, speed, and lower costs. In other words, the value isn’t limited to automating existing processes; it’s based on a thorough overhaul of those processes and thus re-thinking how business is being run.

ServiceNow is still widely associated with IT. Does this perception still reflect reality?

It’s true that ServiceNow first made its mark in the IT sector, and it remains the leader in transforming it. CIOs use it to structure IT management and move towards autonomous models driving exceptional levels of IT service quality with high efficiency. However, ServiceNow is much more than an IT management platform today: functionality is expanding rapidly in risk, security and compliance management, CRM, and Core Business Services, such as human resources, finance, procurement. In fact, more than half of ServiceNow new business in first quarter of 2026, was based on non-IT solutions. If you are a company already invested in ServiceNow to manage IT, expanding it to the rest of enterprise represents huge opportunity for further optimization, because it is a single platform with a single data model, which allows you to drive adoption much faster.

With this shift toward broader business applications, how does the deployment unfold for your clients?

We view ServiceNow as an enabler of business transformation, so the key is to deeply understand the business being transformed. We start with business processes and use cases, while building roadmaps that enable us to generate value incrementally, focusing first on the immediate value drivers and expanding further. The goal is to avoid lengthy projects where we invest heavily upfront without seeing results for extended periods. Two aspects are particularly important in our approach: Data and AI. When implementing ServiceNow, it’s not enough to focus solely on the process layer. We also need to understand and structure the data so it represents the company’s business and it is modeled in the platform according ServiceNow best practice. This helps limit customizations, ensures the platform remains scalable and most importantly – it is the foundation to capitalize on the AI capabilities efficiently. With each process modernization, we identify the steps that can be automated or assisted by agents and ServiceNow open architecture allows to leverage not only their own models, but other models customers might be already using. This drives investment protection and synergies that businesses really appreciate these days with all the pressure to demonstrate tangible results out of their AI investments. Further, our ServiceNow practice embeds some advanced AI & Data accelerators, that allow us to drive these deployments on unmatched before speeds.

“For a financial institution, we helped reduce the time it takes to produce compliance reports from months to a few days.”

Which key performance indicators (KPIs) do you prioritize to concretely demonstrate a project’s return on investment?

We distinguish between two main types of metrics. The first relates to “time to value,” that is, the speed at which a process produces a result. The most telling example is that of a financial institution, where we helped reduce the time to produce compliance reports from months to a few days. The second relates to operational efficiency. This involves for example measuring the reduction in manual tasks, allowing teams to focus on more strategic activities, such as developing new services or gaining market share. Within these two areas, there are then more specific KPIs depending on the field, whether it’s IT, CRM, or other functions.

Given the requirements for data sovereignty and residency in Europe, how are you adapting your delivery model to ensure your clients’ compliance?

The issue of data residency is paramount. Luckily the open architecture of ServiceNow allows to be deployed in various scenarios, ranging from public clouds, private clouds to on-premises infrastructure. In certain sensitive sectors, such as government or research, organizations want to maintain full control over their data—sometimes even hosting it in their own, highly secured data centers. Inetum has extensive experience in working with such institutions, as well as key partnerships with the major cloud providers and some of the European focused sovereign cloud providers, which allows us to meet our customer expectations fully.

How does AI enhance the ServiceNow experience today, and what safeguards should be put in place to govern its use?

ServiceNow embeds AI across the platform, so it is important to approach deployments with deep understanding how it works. Let’s take the example of automation in IT. On some projects, we’re achieving self-service resolution rates of up to 96%. Users can interact with agents, report an issue, and then watch as those agents diagnose the situation, propose a solution, and sometimes apply it directly. However, this rise in agent-based AI means we need to gradually structure its uses and oversight mechanisms. That’s why we’re starting with limited scopes, keeping a human in the loop. Initially, the agent can suggest actions, but their execution is still done by the human. Later, execution is carried by the agent, but only after human approval. Further, as trust builds, the level of automation can be increased, and some actions can be allowed to be fully autonomous. It is essential that businesses use well-structured approach to scale AI, and that’s why we came with Coborg™, our methodology for scaling AI across the enterprise we use across all Inetum Solutions practices.

Explore expert insights and perspectives

let's move forward, together