Platform Breadth
ServiceNow: ITSM, ITOM, HRSD, CSM, Security Ops. Atlassian JSM: ITSM + tight dev tool integration.
Cost
JSM materially cheaper. ServiceNow commands enterprise pricing.
Dev Integration
JSM native with Jira Software, Confluence, Bitbucket. Dev-led IT adores this.
Enterprise Operations
ServiceNow wins Discovery, Service Mapping, Orchestration, regulatory compliance features.
The Choice
SMB or dev-led IT → JSM. Enterprise ITSM + ITOM → ServiceNow. Middle ground: trial both on real incidents.