The global CRM market continues to experience robust growth, with Statista forecasting that CRM software revenue will reach US $98.84 billion in 2025, with an annual growth rate of 10.17% from 2025 to 2029. This growth is driven by the rapid adoption of modern SaaS CRM platforms by enterprises needing to automate business operations, personalize engagement, and ultimately accelerate revenue growth.
Historically, billing prowess has not been a top priority for enterprises evaluating CRM platforms, so few CRM software providers have highlighted billing among the myriad features and functionalities offered. However, as enterprises increasingly migrate to consumption and usage-based models to support AI and IoT services, as well as the broader shift to as-a-service business models, the demand for sophisticated billing capabilities that can operate seamlessly within a CRM environment has become more pronounced. This shift is driven by the need to manage complex pricing options effectively and to monetize services dynamically.
With many technology-enabled businesses transitioning to as-a-service models to build long-term, recurring revenues, traditional flat rate pricing has become less viable due to its inherent dead-weight loss inefficiencies. Thus, an integrated advanced billing capability within the CRM platform, which offers monetization flexibility, and more, is essential. Furthermore, the integration of agentic billing functions into AI workflows, particularly with recent advancements in natural language processing, is becoming a priority for supporting customer engagement and relationships. This integration enables CRM systems to not only manage but also enhance customer interactions using deep data-driven event and workflow automation approaches.
Enter ServiceNow CRM
When bringing their CRM to market, ServiceNow recognized this need to include advanced billing as a seamlessly integrated and prominent capability of its unified customer management platform. For this reason, ServiceNow turned to Aria as its billing partner of choice to make billing a core and headlining feature of its differentiated CRM offering.
The benefits of integrating CRM and billing
This integration of Aria Billing Cloud with ServiceNow CRM empowers enterprises to manage and increase revenue directly from ServiceNow, enhancing customer support and operational efficiency. By providing a comprehensive 360-degree view of customer accounts, it deepens trust and leverages billing-enhanced AI agents to boost operational efficiency. Advanced monetization models also address the inefficiencies of flat subscription rates, while also offering flexibility to CPQ (Configure, Price, Quote) that enables businesses to tailor their offerings and increase their share of wallet through targeted, value-based upselling and recommendations.
On the customer care front, where more than 40% of inbound calls relate to billing issues, the combined power of Aria Billing and ServiceNow CRM allows enterprises to manage and resolve inquiries with speed and minimal frustration. Aria’s AI capabilities support ServiceNow’s Now Assist AI to arm human agents with accurate billing insights and power agentic AI workflows that preemptively address issues, potentially preventing customer churn.
Billing integration also connects orders, service provisioning and usage to eliminate revenue recognition errors associated with disconnected systems. This combined system mitigates risk by ensuring pricing accuracy, real-time contract alignment, and automated billing adjustments, thus providing a robust solution to manage revenue cycles from ServiceNow effectively.
CRM + billing unlocks value across industries and business models
In the fiercely competitive world of commerce, few enterprises or industries would fail to benefit from integrating advanced billing and CRM.
As businesses evolve to offer AI-powered services, they may struggle to manage escalating computation, power consumption, and cloud storage costs. By adopting usage-based pricing models, they can reconnect costs with revenue. Providers of cloud computing, cybersecurity services, or just about any enterprise SaaS platform can better monetize existing customers with more flexible pricing options. In the consumer environment, streaming providers attempting to offset skyrocketing production costs can use billing data dynamically to create and serve deeply personalized offerings. Ride-sharing and food delivery platforms can adjust pricing as demand and conditions change.
No matter the use case or scenario, attempts to achieve any of these activities using an outdated, standalone billing system that is disconnected from the customer management platform is a recipe for disaster.
CRM needs billing
Simply stated, new CRM platforms need access to trusted billing data to do the job.
The integration of Aria Billing Cloud into ServiceNow CRM provides enterprise users with the tools they need to manage the entirety of the customer lifecycle – from the moment an order is crafted to the process by which the customer is billed to the quality of care and support the customer receives. As a complete AI-enabled SaaS solution built to meet complex billing needs, Aria seamlessly extends ServiceNow’s lead-to-loyalty strategy, ensuring that enterprises can automate revenue operations, improve billing accuracy, and infuse customer experiences with trust and transparency.
Learn more about Aria’s partnership with ServiceNow or request a demo.
