ServiceNow, Inc. — Director's Dealing 2012

Jul 6, 2012

SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: ServiceNow, Inc. (NOW)
CIK: 0001373715
Period of Report: 2012-07-05

Reporting Person: JMI Associates V LLC (Director, 10% Owner)
Reporting Person: JMI Equity Fund V L P (Director, 10% Owner)
Reporting Person: JMI EQUITY FUND V AI L P (Director, 10% Owner)
Reporting Person: JMI EQUITY FUND IV LP (Director, 10% Owner)
Reporting Person: JMI Equity Fund IV (AI), LP (Director, 10% Owner)
Reporting Person: JMI Associates IV, LLC (Director, 10% Owner)
Reporting Person: JMI EURO EQUITY FUND IV L P (Director, 10% Owner)
Reporting Person: JMI Equity Side Fund, LP (Director, 10% Owner)
Reporting Person: JMI Side Associates, LLC (Director, 10% Owner)

Non-Derivative Transactions

Date	Security	Code	Shares	Price	A/D	Holdings After	Ownership
2012-07-05	Common Stock	C	29888968	$0.00	Acquired	29913036	Indirect
2012-07-05	Common Stock	C	10472376	$0.00	Acquired	10480810	Indirect
2012-07-05	Common Stock	C	186512	$0.00	Acquired	186662	Indirect

Derivative Transactions

Date	Security	Exercise Price	Code	Shares	A/D	Expiration	Underlying	Ownership
2012-07-05	Series A Convertible Preferred Stock	$	C	10000000	Disposed		Common Stock (10000000)	Indirect
2012-07-05	Series A Convertible Preferred Stock	$	C	3503760	Disposed		Common Stock (3503760)	Indirect
2012-07-05	Series A Convertible Preferred Stock	$	C	62400	Disposed		Common Stock (62400)	Indirect
2012-07-05	Series B Convertible Preferred Stock	$	C	15954544	Disposed		Common Stock (15954544)	Indirect
2012-07-05	Series B Convertible Preferred Stock	$	C	5590088	Disposed		Common Stock (5590088)	Indirect
2012-07-05	Series B Convertible Preferred Stock	$	C	99560	Disposed		Common Stock (99560)	Indirect
2012-07-05	Series C Convertible Preferred Stock	$	C	3934424	Disposed		Common Stock (3934424)	Indirect
2012-07-05	Series C Convertible Preferred Stock	$	C	1378528	Disposed		Common Stock (1378528)	Indirect
2012-07-05	Series C Convertible Preferred Stock	$	C	24552	Disposed		Common Stock (24552)	Indirect

Footnotes

F1: The total represents shares received upon conversion of shares of the Issuer's Series A Convertible Preferred Stock (the "Series A Shares"), Series B Convertible Preferred Stock (the "Series B Shares") and Series C Convertible Preferred Stock (the "Series C Shares" and together with the Series A Shares and Series B Shares, collectively, the "Preferred Shares").

F2: Effective upon the closing of the Issuer's initial public offering of its common stock, each Preferred Share automatically converted into eight shares of Common Stock as shown in column 7. The Preferred Shares had no expiration date.

F3: As of the date hereof, JMI Equity Fund V, L.P. ("Fund V") owns an aggregate of 28,275,358 shares of Common Stock after conversion of the Preferred Shares. Prior to the Issuer's initial public offering, Fund V owned 22,750 shares of Common Stock, 1,181,565 Series A Shares, 1,885,133 Series B Shares and 464,878 Series C Shares. As of the date hereof, JMI Equity Fund V (AI), L.P. ("Fund V (AI)" and together with Fund V, collectively the "Equity V Funds") owns an aggregate of 1,637,678 shares of Common Stock after conversion of the Preferred Shares. Prior to the Issuer's initial public offering Fund V (AI) owned 1,318 shares of Common Stock, 68,435 Series A Shares, 109,185 Series B Shares and 26,925 Series C Shares. (Continued in footnote 4)

F4: (Continued from footnote 3) JMI Associates V, L.L.C. is the general partner of the Equity V Funds and for Section 13(d) purposes may be deemed to be the beneficial owner of the shares held by the Equity V Funds. JMI Associates V, L.L.C. disclaims Section 16 beneficial ownership of the shares held by the Equity V Funds and this report shall not be deemed an admission that such reporting person is the beneficial owner of such shares held by the Equity V Funds, except to the extent of its pecuniary interest, if any, in shares held by the Equity V Funds by virtue of its general partner interest in the Equity V Funds.

F5: As of the date hereof, JMI Equity Fund IV, L.P. ("Fund IV") owns an aggregate of 7,494,302 shares of Common Stock after conversion of the Preferred Shares. Prior to the Issuer's initial public offering Fund IV owned 6,030 shares of Common Stock, 313,170 Series A Shares, 499,649 Series B Shares and 123,215 Series C Shares. As of the date hereof, JMI Euro Equity Fund IV, L.P. ("Euro Fund") owns an aggregate of 2,393,038 shares of Common Stock after conversion of the Preferred Shares. Prior to the Issuer's initial public offering Euro Fund owned 1,926 shares of Common Stock, 100,000 Series A Shares, 159,545 Series B Shares and 39,344 Series C Shares. As of the date hereof, JMI Equity Fund IV (AI), L.P. ("Fund IV (AI)" and together with Fund IV and Euro Fund, collectively the "Equity IV Funds") owns an aggregate of 593,470 shares of Common Stock after conversion of the Preferred Shares. (Continued in footnote 6)

F6: (Continued from footnote 5) Prior to the Issuer's initial public offering Fund IV (AI) owned 478 shares of Common Stock, 24,800 Series A Shares, 39,567 Series B Shares and 9,757 Series C Shares. JMI Associates IV, L.L.C. is the general partner of the Equity IV Funds and for Section 13(d) purposes may be deemed to be the beneficial owner of the shares held by Equity IV Funds. JMI Associates IV, L.L.C. disclaims Section 16 beneficial ownership of the shares held by the Equity IV Funds and this report shall not be deemed an admission that such reporting person is the beneficial owner of such shares held by Equity IV Funds, except to the extent of its pecuniary interest, if any, in the shares held by Equity IV Funds by virtue of its general partner interest in the Equity IV Funds.

F7: As of the date hereof, JMI Equity Side Fund, L.P. ("Equity Side Fund") owns an aggregate of 186,662 shares of Common Stock upon conversion of the Preferred Shares. Prior to the Issuer's initial public offering Equity Side Fund owned 150 shares of Common Stock, 7,800 Series A Shares, 12,445 Series B Shares and 3,069 Series C Shares. JMI Equity Side Associates, L.L.C. is the general partner of Equity Side Fund and for Section 13(d) purposes may be deemed to be the beneficial owner of the shares held by the Equity Side Fund. JMI Equity Side Associates, L.L.C. disclaims Section 16 beneficial ownership of the shares held by the Equity Side Fund and this report shall not be deemed an admission that such reporting person is the beneficial owner of such shares held by the Equity Side Fund.

F8: Charles E. Noell III and Paul V. Barber, each a managing member of JMI Associates V, L.L.C. and JMI Associates IV, L.L.C, and each an officer of JMI Equity Side Associates, L.L.C., serve as the representatives of JMI Associates V, L.L.C., JMI Associates IV, L.L.C., JMI Equity Side Associates, L.L.C. and Equity V Funds, Equity IV Funds and Equity Side Fund on the Issuer's board of directors.