Opportunity Management · SN Doc Reader

The ServiceNow® Opportunity Management application enables your sales agents and account executives to analyze customer needs and generate product recommendations for potential customers.

An opportunity in Sales Customer Relationship Management provides complete information about a product or service based on the needs of a customer (called a qualified lead). A lead for a product is the minimal information that a sales agent uses to advance the conversation with a potential customer and create an opportunity.

[Omitted image "l2c-quote-workflow.png"] Alt text: Sales CRM workflow that shows the opportunity, quote, and order creation steps.

Opportunity Management interface

The Opportunity Management application is integrated with the Product Catalog and product configurator to help sales agents access product offerings to build opportunities. The Opportunity Management interface contains the following tabs:

Tab	Description
Overview	Summary of key deal information including account, stage, amount, AI-generated opportunity insights and probability score, and guided selling actions such as stage exit criteria and playbook activities.
Details	Add basic information for the opportunity.
Catalog tab	Search for and add product offerings to your opportunity.
Needs	Lists the need templates that provide product recommendations for the opportunity.
Line Items	Add different line items to an opportunity.
Quotes	Create quotes directly from opportunities.
Contacts	Create opportunity associated contacts.
Team	Create opportunity team members.
Competitors	Record competitor information.
Emails	Create emails to send to the required stakeholders.
Allocations	Distribute sales credit across multiple contributors on a single opportunity.
Tasks	Create opportunity tasks.
Meetings	Related list of all meetings scheduled and associated with the opportunity.
Touchpoints	Related list of customer interaction records (calls, emails, engagement activities) logged against the opportunity.
Related Channel Partners	Add authorized service organizations or partner entities (for example, referral or influencer partners) linked to a customer opportunity. Related channel partners can be: Authorized organization: Full permissions to access, view, edit, or modify opportunity details Listed organization: Only for tracking purposes. No permissions to view, access, edit, or delete opportunity details

## Integrating pricing in Opportunity Management

Opportunity Management integrates with the pricing engine to consume the default price list and displays the total price and unit price of product offerings in your opportunity.

Based on the prices of product offerings (POs) that are added to the opportunity, the total price values are auto-calculated. For more information, see Add and view the details of an opportunity and Add line items to an opportunity.

Pricing in Opportunity Management provides the following benefits:

Revenue forecasting: The pricing engine helps agents evaluate an opportunity's total worth by computing the combined prices of each offering included, which in turn helps teams to strategize resource or budget allocation for deals.
Deal prioritization: By analyzing the potential revenue of each opportunity, your sales team can focus on the deals based on their financial impact. For example, teams can focus on deals with higher potential revenue and higher margins.
Negotiation enhancement: The pricing engine gives your sales team real-time pricing insights, which enhances the negotiation process by enabling your sales team to tailor offers that meet customer needs while maintaining profitability.

To learn more about pricing, see Pricing Management.

AI capabilities that support Opportunity Management

Opportunity summary

Generate an AI summary for an opportunity record that enables you to get synthesized information from emails, touchpoints, deal stage, line items, and more without opening every related activity, contact, or deal record. For more information, see Summarize an opportunity using ServiceNow Otto for Sales Automation.
Opportunity scores and insights

Review AI-generated win probability scores and contextual insights for an opportunity to assess deal health and its probability to close. Use this to prioritize pipeline opportunities and identify risks. For more information, see View opportunity scores and insights.

Because opportunity scoring (Probability to Close) uses Predictive Intelligence and machine learning, you must train the ML model on the existing data. For more information, see Set up ML-based opportunity scoring and insights.
CRM conversational query

Ask questions and issue commands to work on an opportunity in plain language using an MCP client such as Claude Desktop. For more information, see CRM conversational query and Manage opportunity records using an AI interface.

What to explore next

The following topics provide more information about configuring and using Opportunity Management

The following topics provide links to resources for configuring and using AI capabilities with Opportunity Management

title	Opportunity Management
description	The ServiceNow Opportunity Management application enables your sales agents and account executives to analyze customer needs and generate product recommendations for potential customers.
locale	en-US
canonical_url	https://www.servicenow.com/docs/r/australia/order-management/opportunity-management.html
release	australia
topic_type	concept
last_updated	2026-09-10
reading_time_minutes	6
breadcrumb	Sales automationExploreSales Customer Relationship Management