Tenon
Tenon provides enterprise marketing automation built natively on the ServiceNow AI Platform, enabling marketing teams at large enterprises to execute email, SMS, and journey-based campaigns using existing ServiceNow customer data, sold via direct sales and ServiceNow's partner ecosystem.
- Company typePrivate
- Founded2023
- HeadquartersIndianapolis, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Tenon does
Tenon is an enterprise marketing automation company that operates a platform built natively on the ServiceNow AI Platform. Founded in April 2023 out of High Alpha Studio and headquartered in Indianapolis, the company targets marketing and operations leaders at large organizations that already run ServiceNow, offering an integrated suite of eight modules: Audience Builder, Email Marketing, SMS & MMS, Journey Builder, Landing Pages, Web Tracking, and Marketing Insights. The platform activates customer data already resident in the customer's ServiceNow instance to run multi-channel campaigns, eliminating the need for separate marketing databases or third-party integrations. AI capabilities are layered on top, including generative AI for email and landing page content (delivered through a BeeFree integration) and agentic AI features referenced for multi-campaign management.
Tenon's business model is a quote-based annual subscription, with pricing tailored to organizational requirements and contingent on the customer already operating ServiceNow. The go-to-market combines direct enterprise sales to CMOs and marketing operations leaders with a broad ServiceNow partner channel that includes Elite-tier implementation partners (GlideFast, CDW, Thirdera, Devoteam), global systems integrators (Fujitsu, adesso), and specialized consultancies (Zaelab, B3 Now, Ondaro, The Whole Group, Sneeyeg, Keenstack, Teiva Systems). Distribution is also enabled through the ServiceNow Store marketplace. Named enterprise customers include UGG, Novomatic, MCNC, AVASOFT, Summit 7, Caregility, Club Car Wash, and Panasonic, spanning Retail, Gaming, Telecom, Technology, Manufacturing, and Healthcare.
The company has raised roughly $15M across a $3M seed (May 2023, co-led by High Alpha and ServiceNow Ventures), an $8M Series A (May 2024, with High Alpha, StepStone Group, and ServiceNow Ventures), a $4M SEC-exempt offering filed in December 2025, and a continued investment round announced in January 2026. ServiceNow's strategic venture arm has invested in every round, anchoring a deep platform-level relationship. The company is small (1-10 employees reported) and privately held under the legal entity Tenon Software Inc., incorporated in Delaware.
Tenon firmographics
Firmographics- Name
- Tenon
- Legal name
- Tenon Software Inc.
- Website
- https://tenonhq.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tenon provides enterprise marketing automation built natively on the ServiceNow AI Platform, enabling marketing teams at large enterprises to execute email, SMS, and journey-based campaigns using existing ServiceNow customer data, sold via direct sales and ServiceNow's partner ecosystem.
- Ownership category
- akta.pro rank
Tenon industry classification
Industry- Product category
- Marketing Automation Software
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Marketing Automation Platforms & Services (BPAFAFAC)
- akta.pro secondary industries
- Advertising, Marketing & Customer Personalization (HDAAAGAC), Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
Keywords
Where Tenon is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tenon business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Marketing Automation Subscription: Subscription-based pricing model for access to Tenon's marketing automation platform built on ServiceNow. Pricing is quote-based and varies by organization size and specific requirements. The solution requires customers to have an existing ServiceNow deployment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription pricing tailored to organization requirements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Tenon product offering
Product offeringCore offering
Tenon sells a marketing automation platform built natively on the ServiceNow AI Platform that enables enterprise marketing teams to plan, execute, and measure multi-channel campaigns (email, SMS, landing pages, automated journeys). The product activates real-time customer data already residing in ServiceNow CRM and operations modules, eliminating the need for third-party marketing integrations, and offers drag-and-drop journey building, audience segmentation, and AI-assisted content generation for marketers.
Product overview
Tenon is a unified marketing automation platform built natively on the ServiceNow AI Platform. The core Tenon Marketing Automation product integrates directly with ServiceNow to activate customer data for campaign execution. The platform consists of eight interconnected modules: Audience Builder for segmentation, Email Marketing for campaign management, SMS & MMS for text engagement, Journey Builder for workflow automation, Landing Pages for lead capture, Web Tracking for behavioral data, and Marketing Insights for analytics. All modules share a common data layer within ServiceNow, allowing marketing, sales, and customer service teams to work from unified customer data.
Differentiator
Problem solved
Functional benefit
Products and services
- Tenon Marketing Automation Platform Enterprise marketing automation platform built natively on the ServiceNow AI Platform that enables marketing teams to plan, execute, and measure multi-channel campaigns (email, SMS, landing pages, automated journeys) by activating real-time customer data already residing in ServiceNow CRM and operations modules. Target users are enterprise CMOs, marketing leaders, and marketing operations teams at organizations with an existing ServiceNow deployment.
Quantifiable outcome
- 70% of marketers end up working in spreadsheets and manual processes to manage their work
- +1 more outcomes
Companies that use Tenon
Customer profileNamed customers6 records
Segments7 records
Ideal customer profiles6 records
Tenon technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature7 records
Tenon partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered major, core and minor.
- ZaelabmajorDigital consultancy for complex enterprises modernizing customer experience and revenue operations. Leading ServiceNow partner connecting customer experience to revenue. Aligns commerce, sales, service, and operations around customer lifecycle.
- B3 NowmajorCertified ServiceNow partner in the Nordics operating within B3 Consulting Group (founded 2003, ~900 employees). Helps organizations realize full value of ServiceNow platform through certified consultants, AI-native delivery model, and smart workflows.
- GlideFast ConsultingcoreElite-level ServiceNow partner providing implementation services. Helps clients accelerate digital transformation and implement tailored ServiceNow solutions. Strategic partner of Tenon for ServiceNow journey implementation.
- CDWcoreElite ServiceNow partner, trusted reseller, and implementation expert. Helps companies optimize ServiceNow investment and streamline IT operations. Poised to help teams accelerate innovation and marketing success.
- ThirderacoreElite-level ServiceNow partner and one of the largest and most credentialed ServiceNow partners globally (Cognizant company). Dedicated to maximizing ServiceNow platform value through workflow-enabled services.
- DevoteamcoreGlobal consulting firm with over 25 years of experience in digital transformation. Elite ServiceNow partner empowering organizations to modernize IT and scale operations. Extends impact to marketing through Tenon partnership.
- FujitsumajorFull-range IT services provider helping companies maximize ServiceNow investment. Supports customers to optimize workflows, integrate processes, unify data, and drive impact across ServiceNow ecosystem with Tenon.
- adessomajorLeading IT service provider in German-speaking region with more than 11,000 employees. Focuses on consulting and implementation for core business processes including insurance, banking, healthcare, energy, public administration, automotive, retail, and more.
- The Whole GroupmajorTrusted ServiceNow partner optimizing critical business functions including Customer Service Management and Sales & Order Management. Strategic partnership with Tenon optimizes operational efficiency for enterprises.
- SneeyegminorPremier consultancy specializing in ServiceNow implementations and workflow automations for telecommunications and technology. Alliance empowers teams to streamline lead-to-cash lifecycle, maximize marketing ROI.
- KeenstackminorHelps organizations unlock full potential of ServiceNow platform through data-driven architecture, scalable development, and user-first design. Supports connected CRM by aligning marketing automation with enterprise workflows.
- Teiva SystemsminorSpecializes in implementation solutions that unlock ServiceNow platform power. As Tenon partner, provides experience to solve business challenges, build solutions, and improve marketing workflow efficiency.
- OndarominorServiceNow implementation expert enabling companies to reach full potential and deliver outstanding customer experiences. As Tenon reseller and partner, empowers enterprises to expand value through marketing and ServiceNow.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Tenon competitors and assessment
Company assessmentDirect peers
- HubSpot: HubSpot is a leading all-in-one marketing automation and CRM platform serving SMB and mid-market; Tenon publishes a direct head-to-head comparison and competes for the same marketing leader buyer seeking email, SMS, journey, and landing page capabilities.
- Salesforce Marketing Cloud: Salesforce Marketing Cloud (including Pardot/Account Engagement) is the dominant enterprise marketing automation suite; Tenon explicitly compares itself against Salesforce Marketing Cloud, competing for enterprise marketing budget and customer data unification.
- Adobe Marketo Engage: Marketo Engage is a long-established enterprise B2B marketing automation platform offering email, lead nurturing, and journey orchestration; it directly competes with Tenon for enterprise marketing operations teams seeking multi-channel campaign execution.
- Oracle Eloqua: Oracle Eloqua is an enterprise B2B marketing automation solution with deep CRM-native integration to Oracle sales tools; Tenon lists Eloqua as a direct competitor in its comparison pages, serving the same enterprise CMO audience.
- Klaviyo: Klaviyo is a leading marketing automation platform focused on DTC and ecommerce brands such as UGG; it competes with Tenon's email, SMS, and journey capabilities for retail and consumer brands seeking data-driven customer engagement.
Emerging players
- ActiveCampaign: ActiveCampaign provides email marketing, automation, and CRM for SMB and mid-market; it overlaps with Tenon's email, SMS, and journey builder features but serves a smaller customer segment than Tenon's enterprise focus.
- Brevo: Brevo (formerly Sendinblue) is a multi-channel marketing platform covering email, SMS, automation, and CRM; it overlaps with Tenon's core feature set across email, SMS, landing pages, and marketing automation workflows.
- Customer.io: Customer.io is a messaging and automation platform for product-led and SaaS companies offering behavior-based journeys, email, and SMS; it competes for the same mid-market and enterprise marketing operations buyers as Tenon.
- Ortto: Ortto is a marketing automation and customer data platform combining journeys, email, SMS, and analytics; it overlaps with Tenon's multi-channel marketing automation capabilities for growth and marketing teams.
Broad incumbents
- ServiceNow CRM and Customer Workflows: ServiceNow's own CRM and Customer + Industry Workflows suite is the parent platform Tenon is built upon and the most direct potential first-party competitor; ServiceNow could expand native marketing capabilities that overlap with Tenon's positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Tenon social profiles
Digital presenceTenon compliance and trust
Trust signalCompliance1 record
Tenon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tenon leadership team
Management profileNumber of profiles
Profiles1 record
Tenon funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tenon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tenon
What does Tenon do?
Tenon sells a marketing automation platform built natively on the ServiceNow AI Platform that enables enterprise marketing teams to plan, execute, and measure multi-channel campaigns (email, SMS, landing pages, automated journeys). The product activates real-time customer data already residing in ServiceNow CRM and operations modules, eliminating the need for third-party marketing integrations, and offers drag-and-drop journey building, audience segmentation, and AI-assisted content generation for marketers.
Is Tenon a public or private company?
Tenon is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tenon founded?
Tenon was founded in 2023. It employs 11 to 50 people.
Where is Tenon based?
Tenon is headquartered in Indianapolis, United States, in the North America region.
How does Tenon make money?
One revenue line is on record: marketing Automation Subscription.
Who are Tenon's main competitors?
Direct peers on record are HubSpot, Salesforce Marketing Cloud, Adobe Marketo Engage, Oracle Eloqua and Klaviyo. Emerging players are ActiveCampaign, Brevo, Customer.io and Ortto. ServiceNow CRM and Customer Workflows is listed as a broad incumbent.
Does Tenon have an API?
No public API is recorded for Tenon.
What industry is Tenon in?
Tenon's product category is Marketing Automation Software. Its primary akta.pro industry code is BPAFAFAC, Marketing Automation Platforms & Services, with a secondary code of HDAAAGAC, Advertising, Marketing & Customer Personalization. Its NAICS code is 541511 and its SIC code is 7310.