Overview
CoreX is a ServiceNow Elite Partner providing end-to-end consulting across the ServiceNow AI platform. They specialize in AI, Operational Technology (OT) and Industrial Security, Source-to-Pay (S2P), and Strategic Portfolio Management (SPM). This case study focuses specifically on increasing CoreX's visibility in AI answers about ServiceNow SPM. SPM helps organizations decide which projects to fund and track whether those investments deliver the intended results.
CoreX works with mid-market and enterprise organizations on decisions that can involve seven-figure investments. As a boutique alternative to global systems integrators, CoreX offers senior attention and industry depth, with C-suite leaders who remain involved throughout the engagement rather than handing the work off after the sale.
“As a newer ServiceNow partner, we're building our presence in a space where established firms have had years to develop their digital footprints. We knew our SPM expertise was there; the opportunity was to make it easier to find in AI search and chat. Omni Eclipse helped us focus that effort, and we're now seeing CoreX cited much more consistently in the SPM answers we track. It's exciting to see our visibility begin to catch up with the work our team does every day.
CoreX was invisible in AI answers about ServiceNow SPM while Accenture, Deloitte and KPMG were named by reflex. AI cited them in 0.2% of answers when we started. Six weeks later it cites them in 47%. Deloitte, the next closest, is on 18%. On the question of which partners to shortlist, AI names CoreX in 78% of answers, and it named them in none before. Google's own data agrees: CoreX now turns up in AI answers 30% more often than when we started.
The challenge
CoreX, founded in 2023, provides consulting and implementation services for ServiceNow, competing against large GSIs like Accenture, Deloitte, KPMG and Cognizant. Those firms have decades of brand recognition each, and an AI assistant asked to recommend a partner reaches for brand recognition first.
CoreX had a ServiceNow-validated practice in Strategic Portfolio Management. Yet when Omni Eclipse tested questions about which partners to shortlist for an SPM implementation, CoreX did not appear in the AI answers it tracked. Across the questions checked at the start, AI did not name CoreX and opened one of its pages once.
The approach
We ran our four-step method: find the questions, answer them properly, get into the sources AI reads, then track what moves.
The results
They are now the most-cited source in their category
When AI needs a source to explain ServiceNow SPM, it opens CoreX's pages more often than anyone else's. Including the firms they lose deals to.
| Firm | Cited in AI answers |
|---|---|
| CoreX | 47% |
| Deloitte | 18% |
| Crossfuze | 2% |
| KPMG | 2% |
| Accenture | 1% |
| GlideFast, NewRocket, Thirdera | 0% |
Every one of those competitors is a real rival CoreX meets in deals. Six weeks earlier CoreX was bottom of that list, on a fifth of one per cent.
They won the question that decides the shortlist
"Top ServiceNow SPM implementation partners in the Americas" is the question with the money attached. Somebody asking it is building a vendor list for an implementation, and the names AI returns are the calls that get made.
AI now names CoreX in 78% of answers to it, and reads their pages in 86%. Both were zero.
It did not take long. Seven days after the first page went up, AI was naming them on it, on both engines at once.
Google's AI Overview for the shortlist question. CoreX is named first, the global integrators come last, and both sources Google shows on the right are CoreX pages.
They won two different things, and both matter
There are two ways to be in an AI answer. AI can name you in it, or AI can build the answer out of your pages. CoreX now does both, and each one is worth something different.
On the question of who to hire, AI names them. That is the one that gets the call.
On the comparison questions, ServiceNow SPM against Planview, against Jira Align, against Microsoft Project, AI builds its answer out of CoreX's pages. So the explanation that reaches the buyer is CoreX's explanation, written by the people who actually run these implementations. By the time that buyer gets to the shortlist question, they already understand the category the way CoreX describes it.
Be the source on the questions that teach. Be the answer on the question that buys. Both come from the same work.
Google's own data says the same thing
This is not just our tracking. By Google's own count, CoreX turns up in AI answers 30% more often than it did before the first page went live.
The page we wrote on choosing an SPM partner is now the most-cited page on their entire website in AI answers, behind only their homepage. It beat every service page, every existing case study and years of published articles, within weeks of going up.
The bigger picture
Enterprise software is still bought on referrals and relationships. That has not changed. What has changed is what happens in the ten minutes after the referral.
Somebody hears your name from a colleague, and the first thing they do is look you up. Then they ask the obvious second question: who else should we be talking to. Both of those used to mean a Google search. Both of them now mean asking an AI, and it answers with a list.
So a referral does not arrive on its own any more. It arrives next to three or four other names you did not choose. If you are not in that answer, your competitors are, and you get compared to them on a page you had no part in writing.
Gartner expects 90% of B2B buying to be intermediated by AI agents by 2028, with $15 trillion moving through them. McKinsey found 44% of people already prefer AI over normal search when deciding what to buy (Oct 2025).
That shortlist used to be settled by brand recognition, which is the one thing a boutique cannot buy. It is why the big firms keep winning work they are not the best firm for.
AI does not have to work that way. It builds each answer out of whichever source handles the question best, and a firm that has run the implementation has a better answer than a firm that has written a brochure about it. The advantage goes to whoever writes it down.
For a boutique competing on expertise, this is the first channel where the expertise is the thing that wins.
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Ashur Homa
Built and scaled a digital brand to $100M+ in sales with zero ad spend. Has helped businesses generate millions through AI go-to-market strategy. Leads growth at Omni Eclipse.
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