How Agentic AI Is Unifying Marketing, Sales, and Service for Enterprise Success

Agentic AI Transforming Enterprise Marketing

Agentic AI is now influencing business operations across the board, including marketing. Tenon, a marketing automation tool built natively on the ServiceNow platform, is a prime example of how AI agents are reshaping enterprise marketing. Tenon integrates marketing, sales, and service teams on a single platform, enabling enhanced engagement, automated campaigns, and consistent branding.

This unified approach allows organizations to streamline workflows and data sharing, breaking down traditional silos between departments. The result is a more coordinated front office that improves efficiency and customer interactions.

Tenon within the ServiceNow Ecosystem

Tenon serves as the marketing arm of ServiceNow’s CRM offering, which is built from the ground up rather than assembled through acquisitions like many traditional CRMs. Ben Person, CEO and Co-Founder of Tenon, explains that this unified architecture means marketing, sales, and service share the same data and workflows.

Unlike legacy CRM systems where departments often operate independently, ServiceNow’s single data model and workflow engine create seamless collaboration across teams. This design is particularly valuable as companies adopt AI solutions that span multiple functions simultaneously.

Leveraging Agentic AI Opportunities

ServiceNow offers a powerful suite of agentic AI capabilities that add value across marketing, sales, and service. Tenon recently launched a brand agent that automatically reviews marketing content—checking fonts, colors, tone, and logos—to ensure brand consistency before materials are published. If issues arise, the agent flags content for human review.

Before deploying agentic AI, organizations must focus on key foundational steps:

• Align Teams: Break down silos between marketing, sales, and service to create a unified AI strategy.
• Identify Inefficiencies: Pinpoint specific areas where AI can improve outcomes like revenue growth, sales productivity, or brand awareness.
• Start Small: Focus on targeted use cases rather than trying to implement AI across all areas at once.
• Clarify AI Decision-Making: Determine which decisions AI will make autonomously and which require human oversight.

This methodical approach helps organizations maximize the benefits of agentic AI without overextending resources or creating confusion.

Practical Steps for Executives

• Drive cross-departmental collaboration: Encourage your leadership teams to work together on AI initiatives.
• Define measurable outcomes: Set clear goals for what AI should achieve within marketing and related functions.
• Leverage platforms with integrated AI: Consider solutions like Tenon on ServiceNow for unified data and workflow management.

For executives aiming to build AI competency within their organizations, exploring targeted training can be valuable. Resources like Complete AI Training’s latest AI courses offer practical insights into AI applications across business functions.