ServiceNow, Inc. — Director's Dealing 2013

May 3, 2013

SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: ServiceNow, Inc. (NOW)
CIK: 0001373715
Period of Report: 2013-05-01

Reporting Person: LUDDY FREDERIC B (Director, CHIEF PRODUCT OFFICER)

Non-Derivative Transactions

Date	Security	Code	Shares	Price	A/D	Holdings After	Ownership
2013-05-01	Common Stock	J	2286	—	Acquired	9779138	Direct
2013-05-01	Common Stock	S	308666	$39.1656	Disposed	9470472	Direct
2013-05-01	Common Stock	S	95594	$40.0826	Disposed	9374878	Direct
2013-05-01	Common Stock	S	5072	$40.7434	Disposed	9369806	Direct
2013-05-02	Common Stock	S	39568	$39.4943	Disposed	9330238	Direct
2013-05-02	Common Stock	S	1100	$40.1364	Disposed	9329138	Direct
2013-05-01	Common Stock	S	28700	$39.2480	Disposed	136300	Indirect
2013-05-01	Common Stock	S	6600	$39.9676	Disposed	129700	Indirect
2013-05-01	Common Stock	S	700	$40.7164	Disposed	129000	Indirect
2013-05-01	Common Stock	S	31900	$39.2494	Disposed	138100	Indirect
2013-05-01	Common Stock	S	7700	$39.9691	Disposed	130400	Indirect
2013-05-01	Common Stock	S	400	$40.73	Disposed	130000	Indirect
2013-02-19	Common Stock	G	1250000	—	Disposed	0	Indirect
2013-02-19	Common Stock	G	1250000	—	Acquired	1250000	Indirect
2013-05-01	Common Stock	S	36150	$39.2499	Disposed	1213850	Indirect
2013-05-01	Common Stock	S	8250	$39.9696	Disposed	1205600	Indirect
2013-05-01	Common Stock	S	600	$40.7217	Disposed	1205000	Indirect

Footnotes

F1: Pro rata in-kind distribution from JMI Equity Fund IV Trust, of which the Reporting Person is a beneficiary. The Reporting Person does not exert voting or investment control over shares held by the JMI Equity Fund IV Trust.

F2: The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan.

F3: Represents the aggregate of sales effected on the same day at different prices pursuant to the 10b5-1 trading plan noted in footnote (2).

F4: Represents the weighted average sales price per share. The shares sold at prices ranging from $38.66 to $39.64 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F5: Represents the weighted average sales price per share. The shares sold at prices ranging from $39.66 to $40.64 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F6: Represents the weighted average sales price per share. The shares sold at prices ranging from $40.66 to $40.75 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F7: Represents the weighted average sales price per share. The shares sold at prices ranging from $39.10 to $40.08 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F8: Represents the weighted average sales price per share. The shares sold at prices ranging from $40.11 to $40.15 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F9: Represents the weighted average sales price per share. The shares sold at prices ranging from $38.66 to $39.63 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F10: Represents the weighted average sales price per share. The shares sold at prices ranging from $39.67 to $40.66 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F11: Represents the weighted average sales price per share. The shares sold at prices ranging from $40.69 to $40.75 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F12: Represents the weighted average sales price per share. The shares sold at prices ranging from $38.65 to $39.64 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F13: Represents the weighted average sales price per share. The shares sold at prices ranging from $39.66 to $40.61 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F14: Represents the weighted average sales price per share. The shares sold at prices ranging from $40.71 to $40.75 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F15: This transaction involved a gift of securities by the Luddy Family 2011 Dynasty Trust to the Luddy Family Dynasty Trust LLC.

F16: The Reporting Person is the manager of the Luddy Family Dynasty Trust LLC.

F17: Represents the weighted average sales price per share. The shares sold at prices ranging from $38.66 to $39.64 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F18: Represents the weighted average sales price per share. The shares sold at prices ranging from $39.67 to $40.66 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.

F19: Represents the weighted average sales price per share. The shares sold at prices ranging from $40.70 to $40.75 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer.