RevTech Insider: Salesforce-Google, ServiceNow CRM, Gong, and MCP Momentum

Welcome back to RevTech Insider, a read for people running partner programs in revenue tech.

We’ll keep sharing short, POV-forward looks at what’s moving in the space: platform launches, partner program shifts, AI tooling, and M&A.

This issue: Salesforce and Google expanding their partnership, ServiceNow continuing its CRM expansion, Gong showing up more often in partner workflows, more MCP momentum across vendors, and continued consolidation across the revtech stack.

ServiceNow launched Autonomous CRM at Knowledge 2026 with AI specialists focused on qualification, quote generation, invoice dispute resolution, and renewals.

ServiceNow officially entered the CRM market earlier in 2025 and continues expanding those capabilities, while Salesforce continues pushing deeper into IT service workflows with Agentforce IT Service.

We expect more direct competition between the two platforms for accounts that historically sat in separate lanes.

ServiceNow also refreshed its Partner Program with four tiers, expanded ISV support, and 100% MDF reimbursement for select activities.

Salesforce and Google Cloud expanded their partnership to let AI agents execute workflows across CRM, Workspace, Slack, and Google Lakehouse infrastructure.

Agentforce Sales entered the Gemini Enterprise Marketplace, while Gemini Enterprise entered Private Preview in the Slack Marketplace.

Google also committed a $750M partner fund for agentic AI development at Cloud Next.

We expect more cross-platform agent activity as vendors continue expanding interoperability between ecosystems.

Gong came up repeatedly throughout the AI in Partnerships 2026 report as partner teams look for better ways to surface partner signals and operationalize conversation data.

Teams are pulling partner mentions, integration needs, competitive concerns, and buying signals directly from call transcripts and feeding them into account planning, deal strategy, and partner workflows.

Gong Collective also continues expanding integrations across CRM, enablement, analytics, and partner systems, making conversation data more operational across the broader revenue stack.

Partner teams are increasingly using conversation data beyond traditional sales workflows.

More vendors shipped MCP support this quarter:

• Xactly launched its Intelligence Connect MCP server

• Clari and Salesloft launched MCP support for their merged platform

• Backstory (formerly People.ai) expanded MCP integrations into Salesforce, Slack, ChatGPT, Claude, and Microsoft Copilot

• CaptivateIQ announced MCP Server GA plans later this year

We continue to use MCP-based workflows across more vendors as support has shipped.

• Showpad and Bigtincan launched as a unified AI-native revenue effectiveness platform following Vector Capital’s merger close.

• Accordion acquired Salesforce Summit Partner A5, adding Agentforce-certified consultants and India-based delivery capacity.

• Salesforce also acquired Momentum, its tenth acquisition in six months.

The platforms, programs, and protocols partner teams rely on continue to evolve around AI.

CRM and ITSM platforms are moving into each other’s territory. MCP support continues expanding across vendors. And consolidation is reshaping more of the revtech stack partner teams operate inside.

More soon. If there’s a story you want us to cover, reply and tell us.