Brandwave

Salesforce vs ServiceNow:Which is more popular?

In September 2026, Salesforce had more branded searches than ServiceNow among self service portals worldwide. Salesforce had about 2.9 million branded searches, while ServiceNow had 368,000. Salesforce made up 55.3% of all self service portal searches we track, and ServiceNow accounted for 7.1%. When we asked ChatGPT and Google AI Overviews about self service portals, Salesforce appeared in two of the five answers and ServiceNow in one. Salesforce and ServiceNow were each mentioned first in one of the two answers.

Among self service portals worldwide in September 2026

Who do people search for more?

Salesforce, about 8 searches for every 1 for ServiceNow

Salesforce 2.9M searchesServiceNow 368K searches

Who does AI mention more?

Salesforce, mentioned in 2 of 5 answers, ServiceNow in 1

Salesforce in 2 of 5ServiceNow in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Salesforce first in 1ServiceNow first in 1

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Top self service portals in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Salesforce was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. ServiceNow was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Salesforce and ServiceNow were each listed first in one of the two answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Zendesk1st
  2. ServiceNow2nd
  3. HubSpot3rd
  4. Freshdesk3rd
  5. ManageEngine3rd
  6. Salesforce6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Zendesk3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Salesforce2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HubSpot2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ServiceNow1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Freshdesk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ManageEngine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about self service portals

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Salesforce or ServiceNow more popular in search?

This chart shows how often people search Google for Salesforce and ServiceNow by name. Each line represents a brand's share of searches for all six self service portals we track, month by month, from English-language searches worldwide.

Salesforce and ServiceNow among self service portals worldwide, by month

Share of searches by month for Salesforce, ServiceNow. The figures are in the table below the chart.

View monthly share of searches table
MonthSalesforceHubSpotServiceNowZendeskFreshdeskManageEngine
Oct 202549.3%30.4%9.1%7.5%2.3%1.4%
Nov 202549.5%30.2%9.1%7.5%2.3%1.5%
Dec 202552.2%26.3%9.7%7.9%2.4%1.5%
Jan 202649.4%30.8%9.2%7.6%1.9%1.2%
Feb 202653.4%27%9.9%6.7%1.7%1.3%
Mar 202649.5%30.6%9.2%7.5%1.7%1.5%
Apr 202649.8%31.1%11.4%5.1%1.3%1.3%
May 202652.1%26.6%12%6.6%1.4%1.3%
Jun 202649.1%30.7%11.3%6.2%1.5%1.2%
Jul 202653.9%27.6%10.2%5.6%1.4%1.3%
Aug 202654.9%28.2%8.5%5.7%1.4%1.4%
Sep 202655.3%28.9%7.1%5.8%1.8%1.1%

How has the Salesforce and ServiceNow comparison changed over the last 12 months?

3 findings
  • Salesforce was ahead of ServiceNow in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Salesforce’s share of searches among self service portals worldwide moved from 49.3% to 55.3%, and its estimated monthly branded searches moved from 2.4M to 2.9M.
  • Across the 12 months ending September 2026, ServiceNow’s share of searches among self service portals worldwide moved from 9.1% to 7.1%, and its estimated monthly branded searches moved from 450K to 368K.

How did search popularity change for self service portals worldwide in September 2026?

2 changes

  1. In September 2026, ServiceNow lost share of searches among self service portals worldwide, from 8.5% to 7.1%.

  2. Salesforce’s share of searches among self service portals worldwide has gained ground for 3 months in a row, from 49.1% to 55.3% in September 2026.

How are branded searches counted?

35 search terms

Brandwave collects information about searches that people make online using Salesforce’s and ServiceNow’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Salesforce

34 branded search terms

  • agentforce
  • app salesforce
  • data cloud salesforce
  • experience cloud
  • marketing cloud
  • sales cloud
  • sales cloud salesforce
  • salesforce
  • salesforce agentforce
  • salesforce app
  • salesforce cloud
  • salesforce commerce cloud
  • salesforce cpq
  • salesforce crm company
  • salesforce crm management
  • salesforce crm software
  • salesforce customer 360
  • salesforce customer management
  • salesforce customer relationship
  • salesforce customer relationship management
  • salesforce customer relationship management system
  • salesforce data cloud
  • salesforce einstein
  • salesforce experience cloud
  • salesforce for crm
  • salesforce health cloud
  • salesforce marketing cloud
  • salesforce platform
  • salesforce relationship management
  • salesforce sales cloud
  • salesforce service cloud
  • salesforce software
  • salesforcecpq
  • service cloud

ServiceNow

1 branded search term

  • servicenow

How the Brand Demand Index is measured

Other head-to-heads among self service portals

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