With more than twenty years experience in worldwide marketing, product strategy and new business creation, Beth White, CMO of ServiceNow, joined theCube hosts in Las Vegas to talk about “unpacking the message”, the Knowledge13 event, and the ServiceNow community at large.

At the time of the interview Beth was extremely happy with the feedback received from the customers. The ServiceNow team was completely blown away by the enthusiasm of the users and their insatiable appetite for more content and more networking with each-other.

The conference managed to bring together close to 4000 IT practitioners and executives. Ninety percent of the content presented at this conference is being delivered by users, and not by vendors. While other conferences are filled with “vendor hype and analyst puff”, this is a place where customers and prospective customers of ServiceNow can come and try out the solutions and learn how to get out more of this platform. It’s a very user-oriented conference, and 25 percent of the attendees are prospective customers.

Knowledge13 Las Vegas is the point of collaboration for thousands of IT professionals representing the world’s most innovative companies and recognizable brands. This event managed to bring together a large and broad audience; from CIOs to System Administrators and everything in between, they all got together to share proven IT service automation strategies and to learn how other IT pros achieved significant and real results with the cloud.

The striking feeling for everybody present at the conference is the strong sense of community. It is an almost crazy, fanatical environment, that drives a lot of ecosystem around it. One of the customers took so much pride in the fact he was “customer number 30”, that he brought that up right after introducing his name. More than their fanaticism, people are constantly coming with ideas, actively contributing to the community.

“We tried to stay relevant and make it accessible to other parts of the ecosystem, because we are growing so fast”, said Beth White about the ServiceNow platform. Another thing that’s going on in the current tech world, is an incredible cooperation between companies. Or, as Frick refered to it, “coopetition”. It is both a challenging and inspiring environment.

What happened was that ServiceNow allowed a business empowerment for the IT professionals, at a scale that was unprecedented.