Agentic AI is influencing every area of business, and marketing is no exception. I recently had a conversation with Ben Person, the CEO and Co-Founder of Tenon, to discuss how his company’s native Marketing Automation tool, built-on ServiceNow, is transforming enterprise marketing with AI agents.
We discussed Tenon’s role in aligning marketing, sales, and service teams on a unified platform, highlighting how AI-powered agents enhance engagement, automate campaigns, and ensure brand consistency. We also explored how business owners can leverage these opportunities within their organizations.
Tenon and the ServiceNow Ecosystem
“Tenon is a marketing automation and customer engagement platform built natively on the ServiceNow platform,” explained Person. “Our goal is to help enterprise marketing teams using ServiceNow connect the dots between marketing, sales, and customer service by unifying them on a single, aligned platform of action.”
Person described how Tenon supported ServiceNow’s CRM offering by acting as the “marketing arm,” adding context on ServiceNow’s decision to enter the CRM market and what differentiates the company’s approach. “If you look at traditional CRM — you can pick your favorite CRM players — many have built their businesses through acquisition,” he said.
“What’s happened is, marketing, sales, and service have operated in silos instead of operating as one unified front office department.” The ServiceNow approach is the opposite of this. The company has built its recently launched CRM offering from the ground up.
“ServiceNow is built on a single architecture, a single data model, a single workflow engine that now extends into the front office, so marketing, sales, service, can share the same data, the same workflows, and can operate as one unified team.” continued Person.
This unified approach is particularly impactful in the AI Era, when companies are driven to implement AI across multiple departments and functions simultaneously.
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The Opportunities for Agentic AI
“ServiceNow has an amazing suite of agentic AI capabilities,” said Person. “Agents can provide value across the marketing, selling, and service parts of an organization.
“We launched a brand agent for marketers at the ServiceNow conference this year, and won the agentic AI award for it. That agent reviews every piece of content before marketing sends it out — checking fonts, colors, tone of voice, the logo — ensuring every piece of content is on brand. If necessary, it flags content for human review and correction.”
However, before any team can utilize agentic AI in CRM, there are some critical steps to cover. Person laid them out, explaining that the first step is to align the various teams within your organization. “So it starts with alignment,” he said. “And then what we’re thinking about is, how do we bring these teams together? It’s fascinating to watch the C-suite begin tearing down departmental silos to align around an AI strategy.”
Then he explained why it is critical to identify inefficiencies in the business. “I always say, start small, get alignment, and then find those key use cases that move the needle,” continued Person.
“Don’t try to boil the ocean. Find a specific outcome that you’re trying to achieve — that outcome could be related to revenue, sales productivity, or brand awareness — but you’re truly wanting to pin down one outcome, and then you ask yourself, what decisions do I actually want AI to make on my behalf?”
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