Zaelab, a leading consultancy specializing in business-to-business digital transformation, announced that it has received a strategic investment from ServiceNow Ecosystem Ventures to accelerate the development and adoption of Customer Relationship Management (CRM)-driven enterprise modernization. The investment, jointly revealed by both companies from Westport, Connecticut, and Santa Clara, California, reinforces ServiceNow’s commitment to transforming CRM into a core pillar of its AI-powered business transformation platform.
Through this partnership, Zaelab plans to expand its CRM capabilities to better serve manufacturing and technology clients, focusing on driving adoption of AI-ready solutions and delivering industry-specific offerings. The collaboration aligns with ServiceNow’s strategy of scaling adoption of its autonomous CRM platform, which integrates sales, fulfillment, and service functions into a unified system.
According to Gartner, the global CRM market is projected to reach $218 billion by 2028, growing at a compound annual rate of 14.6% between 2023 and 2028. ServiceNow aims to capture this momentum by investing in partners that bring deep domain expertise, proven CPQ (Configure-Price-Quote) capabilities, and front-office transformation experience. Zaelab’s track record in helping leading manufacturers modernize customer experience and sales operations makes it a strong fit for ServiceNow’s ecosystem expansion.
Backed by ServiceNow Ecosystem Ventures, Zaelab will add 350 certified professionals and strengthen its pre-sales and delivery teams to implement ServiceNow’s autonomous CRM solutions. The company will also develop joint products on the ServiceNow AI Platform, including Portul — a customer experience accelerator that enables digital commerce and self-service CPQ for manufacturers — and LogiKit, which helps customers rapidly deploy and scale ServiceNow CPQ implementations. These innovations aim to improve connectivity, efficiency, and customer engagement across the CRM lifecycle.
Zaelab, which is backed by Superstep Capital, has established itself as the largest independent consultancy focused exclusively on modernizing B2B enterprises across experience, CRM, data, AI, commerce, and CPQ. The partnership with ServiceNow marks a significant step in extending its reach and capabilities in next-generation CRM modernization.
KEY QUOTES:
“Legacy CRM is a tracking tool but does little to help sellers be more productive or drive revenue growth. ServiceNow solves that issue with an autonomous CRM solution that revolutionizes sales, fulfillment, and service on a single platform. This investment in Zaelab is an important step in scaling that vision, helping customers adopt the solutions to modernize quickly and transform CRM into a true engine of growth and productivity.”
Christopher Shutts, Vice President of CPQ at ServiceNow
“ServiceNow Ecosystem Ventures’ investment is a powerful validation of Zaelab’s vision to deliver customer-centric revenue acceleration across the enterprise. As businesses increasingly recognize CRM as the foundation for growth and competitive differentiation, Zaelab is uniquely positioned to help them adopt, integrate, and optimize these solutions. Together with ServiceNow, we’ll help organizations realize the full potential of CRM as part of a modern digital ecosystem.”
Evan Klein, Founder and CEO of Zaelab
