---
title: ServiceNow CMDB | Apex Configuration Group
description: ServiceNow CMDB specialists fixing, optimising and managing configuration management databases for enterprise IT, compliance and operational resilience.
---

[![APEX CONFIGURATION GROUP](https://www.apexconfiguration.com/hs-fs/hubfs/Act3%20child/images/ACG-logo.png?width=135&height=93&name=ACG-logo.png "APEX CONFIGURATION GROUP")](https://www.apexconfiguration.com/)

[![APEX CONFIGURATION GROUP](https://www.apexconfiguration.com/hs-fs/hubfs/Act3%20child/images/ACG-logo.png?width=135&height=93&name=ACG-logo.png "APEX CONFIGURATION GROUP")](https://www.apexconfiguration.com/)

- [Home](https://www.apexconfiguration.com)
- ServiceNow
    - [ServiceNow CMDB](https://www.apexconfiguration.com/servicenow-cmdb)
    - [CMDB Health Check](https://www.apexconfiguration.com/cmdb-health-check)
    - [CMDB Design & Implementation](https://www.apexconfiguration.com/cmdb-design-implementation)
    - [Managed Service](https://www.apexconfiguration.com/managed-cmdb-services)
    - [Automation & Optimisation](https://www.apexconfiguration.com/cmdb-automation-tools)
- Maximising ServiceNow
    - [CMDB Health Dashboard](https://www.apexconfiguration.com/cmdb-health-dashboard-servicenow)
    - [CMDB Dependency Mapping](https://www.apexconfiguration.com/cmdb-relationship-table)
    - [CMDB Configuration Items](https://www.apexconfiguration.com/cmdb-configuration-items)
    - [CMDB Workspace](https://www.apexconfiguration.com/cmdb-workspace-servicenow)
    - [CMDB Best Practice](https://www.apexconfiguration.com/cmdb-best-practices)
    - [ServiceNow Discovery](https://www.apexconfiguration.com/servicenow-discovery-setup)
    - [Service Mapping](https://www.apexconfiguration.com/servicenow-service-mapping)
- About
    - [How We Help](https://www.apexconfiguration.com/about-apex)
    - [What is a CMDB?](https://www.apexconfiguration.com/what-is-cmdb)
    - [Benefits](https://www.apexconfiguration.com/benefits-of-cmdb)
- Resources
    - [Blog](https://www.apexconfiguration.com/blog)
    - [Contact Us](https://www.apexconfiguration.com/contact-us)

[Contact Us](https://www.apexconfiguration.com/contact-us)

[Contact Us](https://www.apexconfiguration.com/contact-us)

- [Home](https://www.apexconfiguration.com)
- ServiceNow

    - [ServiceNow CMDB](https://www.apexconfiguration.com/servicenow-cmdb)
    - [CMDB Health Check](https://www.apexconfiguration.com/cmdb-health-check)
    - [CMDB Design & Implementation](https://www.apexconfiguration.com/cmdb-design-implementation)
    - [Managed Service](https://www.apexconfiguration.com/managed-cmdb-services)
    - [Automation & Optimisation](https://www.apexconfiguration.com/cmdb-automation-tools)
- Maximising ServiceNow

    - [CMDB Health Dashboard](https://www.apexconfiguration.com/cmdb-health-dashboard-servicenow)
    - [CMDB Dependency Mapping](https://www.apexconfiguration.com/cmdb-relationship-table)
    - [CMDB Configuration Items](https://www.apexconfiguration.com/cmdb-configuration-items)
    - [CMDB Workspace](https://www.apexconfiguration.com/cmdb-workspace-servicenow)
    - [CMDB Best Practice](https://www.apexconfiguration.com/cmdb-best-practices)
    - [ServiceNow Discovery](https://www.apexconfiguration.com/servicenow-discovery-setup)
    - [Service Mapping](https://www.apexconfiguration.com/servicenow-service-mapping)
- About

    - [How We Help](https://www.apexconfiguration.com/about-apex)
    - [What is a CMDB?](https://www.apexconfiguration.com/what-is-cmdb)
    - [Benefits](https://www.apexconfiguration.com/benefits-of-cmdb)
- Resources

    - [Blog](https://www.apexconfiguration.com/blog)
    - [Contact Us](https://www.apexconfiguration.com/contact-us)

[Contact Us](https://www.apexconfiguration.com/contact-us)

[tel:+442080588135](tel:+442080588135)[mailto:contact@apexconfiguration.com](mailto:contact@apexconfiguration.com)<https://www.linkedin.com/company/apex-configuration-group>

# ServiceNow CMDB

[Book A Meeting](https://cta-eu1.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLIuzpnrFoVNubzPnbN68LbMr217PduXcwzT3yYURg9jxT4KVBaAD0%2BQfgdjtScqT8l%2B3Xrv5jlyHQ1IMBOQgBzAX%2FJ9ZLgTWSGSr1wmqsIuMv0R8d9M8CrkkrQFGaz%2FVm3c2LwXa2rUNCA9fBMTEC6F5rSco%2F9Cj1nm%2B77FnrFJTMdiMHe6faMhQSI%2B7ojQIugSM7o%3D&portalId=147949153)

[CMDB Diagnostic Call](https://cta-eu1.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLJQMHTWIsSY3dVecreEi4sigj5TC14IQ5ZjyKttb7Uz4vQKiqQXMNRMWXtcU431oJ0w4UzDle4tKVweQWmQGzK6yeAzoNHC3p1BUjxtm01y4gSRTukdconxqk46Xjdx1inxqIwdukICQ780WhEeWBzBGPaDVc%2BHU5D%2Ftd%2B%2BHyQjSp4G6UM4R9bmlYOaai%2FdFZtc0EFI3UXKiFo%3D&portalId=147949153)

![IT engineer reviewing data on a tablet in a data centre](https://www.apexconfiguration.com/hs-fs/hubfs/Act3%20child/images/4.webp?width=1200&height=900&name=4.webp)

## Many companies have a CMDB, but do they work properly?

Many organisations already have a ServiceNow CMDB in place. But when something goes wrong, teams still don’t know: 

   what services and people are affected 

   which systems host those services 

  where the issue actually occurred  

That’s because the data in the CMDB isn’t accurate or complete. A CMDB is only useful if the information behind it can be trusted, and [ServiceNow Service Mapping](https://www.apexconfiguration.com/servicenow-service-mapping) is only as accurate as the CI data beneath it.

## What is ServiceNow CMDB?

ServiceNow CMDB is a central database that records your IT environment, including: 

 Business services 

Business services

 Servers, applications and databases 

Servers, applications and databases

 Cloud infrastructure and network devices 

Cloud infrastructure and network devices

 The relationships between systems, services, and people 

The relationships between systems, services, and people

When it works properly, it provides a clear view of how your services are delivered. For the fundamentals, see [what a CMDB is and how it works](https://www.apexconfiguration.com/what-is-cmdb). For how CIs are classed and connected, see [CMDB configuration items](https://www.apexconfiguration.com/cmdb-configuration-items) and [CMDB dependency mapping](https://www.apexconfiguration.com/cmdb-relationship-table).

The upkeep behind it is covered in [CMDB best practice](https://www.apexconfiguration.com/cmdb-best-practices), [CMDB Workspace](https://www.apexconfiguration.com/cmdb-workspace-servicenow) and [CMDB automation and optimisation](https://www.apexconfiguration.com/cmdb-automation-tools). If Discovery scans are already running, [why ServiceNow Discovery isn’t a CMDB](https://www.apexconfiguration.com/blog/servicenow-discovery-isnt-a-cmdb) explains what they leave undecided.

## The real problem: unreliable data

Most organisations don't have a CMDB problem. They have a data problem, and the configuration management database (CMDB) just happens to be where it shows up.

On a broadcast estate running close to 30 million configuration items (CIs), a cloud security tool was set up as the definitive source for cloud servers. It exposed no identifier that matched what [horizontal discovery](https://www.apexconfiguration.com/servicenow-discovery-setup) had already written, so every cloud instance arrived as a second record. The pairs never reached the deduplication queue, because the Identification and Reconciliation Engine (IRE) never recognised them as duplicates.

A cloud administrator only spotted it because the instance count was roughly double what the provider's own console showed. By then, change requests had already been raised against the wrong configuration items, and every impact analysis on those changes was wrong too.

That's what unreliable data actually looks like in practice: not a vague quality problem, but a specific [identification rule](https://www.apexconfiguration.com/blog/servicenow-identification-rules-how-cmdb-duplicate-prevention-really-works) with no matching identifier, quietly doubling a class of CIs for months.

Common causes we see on almost every estate:

Identification rules with no reliable identifier, so imports create new records instead of matching existing ones

Identification rules with no reliable identifier, so imports create new records instead of matching existing ones

Relationships captured once during a tagging exercise and never revisited as the estate changed

Relationships captured once during a tagging exercise and never revisited as the estate changed

Discovery schedules and credential coverage that don't match the network ranges that actually exist

Discovery schedules and credential coverage that don't match the network ranges that actually exist

No one accountable when a configuration item's data goes stale, so nobody notices until an incident forces the question

No one accountable when a configuration item's data goes stale, so nobody notices until an incident forces the question

The result is a CMDB that exists but isn't trusted. Engineers stop checking it and open a terminal instead. Service owners keep a private dependency spreadsheet, because they've learned not to rely on the platform. Once that happens, the CMDB stops improving, because the people who'd notice the errors have already stopped looking.

The way back is to measure it. [The 3 Cs of a CMDB](https://www.apexconfiguration.com/blog/the-3-cs-of-a-cmdb-completeness-correctness-and-compliance-in-practice) covers what to measure, and a [CMDB health dashboard](https://www.apexconfiguration.com/cmdb-health-dashboard-servicenow) keeps the result visible.

[![\<p\>CMDB Diagnostic Call\</p\>](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/147949153/interactive-378363509978.png)](https://www.apexconfiguration.com/hs/cta/wi/redirect?encryptedPayload=AVxigLKX4g4ALBA50%2BrUvn%2BRptvfwvaiwD3irIXttnFde66xC6F6n2ClN3kiFsyKZHI1lIINsMlQhFXv8QmVJi2fc8LN9WYIxKPE%2BheOJLYfBeOXoTCj8UxPWcOgHTZ1KPFpt6uuwPC0HeEk20OaqnrWdd8C6ASOGkjlenFSMVGcaJvb80QpYOXhWpaoG%2BXK0vstUnQGXIc%2FsFqVVpQ%3D&webInteractiveContentId=378363509978&portalId=147949153)

## Why accurate CMDB data matters

When configuration data is accurate, the effect shows up across every ITSM process that depends on it:

- Incidents are resolved faster, because engineers trust the CMDB enough to check it first instead of guessing
- Change requests hit the correct configuration item, so [impact analysis](https://www.apexconfiguration.com/blog/change-impact-analysis-cmdb) is right the first time
- Service dependencies are visible before a change goes ahead, not discovered when it fails
- [Patch compliance figures](https://www.apexconfiguration.com/blog/false-patch-compliance-cmdb-data) count what's actually in the estate, not just what the CMDB happens to know about
- Automation and AI tools make correct decisions, because they inherit whatever the CMDB tells them

Without it, IT teams operate reactively, and every one of those processes runs slower and with more rework than it needs to. [The benefits of a CMDB](https://www.apexconfiguration.com/benefits-of-cmdb) sets out what changes once the data can be trusted.

## ServiceNow CMDB questions

### What is the ServiceNow CMDB used for?

It holds every configuration item (CI) in your estate and the relationships between them, feeding incident, change and vulnerability management with a single picture of what exists and how it connects.

### Why does my CMDB have duplicate CIs?

Almost always a weak identification rule, one that falls through to matching on a single unreliable attribute, combined with more than one source writing the same class of CI with no agreed precedence between them.

### Can a broken CMDB be fixed without a full re-implementation?

Usually. Most of what we find is identification, reconciliation and discovery configuration that needs correcting, not a data model that needs rebuilding from scratch. A health baseline tells you which one you're dealing with.

### How long does a CMDB health baseline take?

Two weeks, read-only throughout, ending in a report scored against evidence rather than a guess.

![Two IT professionals monitoring dashboards on multiple screens in a server room](https://www.apexconfiguration.com/hs-fs/hubfs/Act3%20child/images/12.webp?width=1200&height=900&name=12.webp)

![CMDB dashboard](https://www.apexconfiguration.com/hs-fs/hubfs/CMDB%20dashboard.webp?width=1125&height=844&name=CMDB%20dashboard.webp)

## How Apex fixes CMDB environments

Apex specialises in fixing and optimising CMDBs that aren't delivering value. We don't run configuration management as a side effect of a wider ServiceNow project; it's the whole engagement. That means the identification rules, the reconciliation logic and the discovery configuration get the attention a generalist implementation partner rarely has time to give them.

On a typical engagement, we:

Run duplicate configuration item reports grouped by serial number and correlation identifier, before touching any reconciliation rule

Run duplicate configuration item reports grouped by serial number and correlation identifier, before touching any reconciliation rule

Check identification rules class by class for the fall-through path, since that's where duplicate CIs get manufactured

Check identification rules class by class for the fall-through path, since that's where duplicate CIs get manufactured

Compare discovery schedules and credential coverage against the network ranges that actually exist

Compare discovery schedules and credential coverage against the network ranges that actually exist

Build a precedence matrix per class, so two integrations never fight over the same attribute

Build a precedence matrix per class, so two integrations never fight over the same attribute

Put ownership and reconciliation checks in place, so accuracy survives the next platform upgrade, not just the baseline

Put ownership and reconciliation checks in place, so accuracy survives the next platform upgrade, not just the baseline

Where a CMDB needs to be designed or rebuilt rather than repaired, see [CMDB design and implementation](https://www.apexconfiguration.com/cmdb-design-implementation). Where the priority is keeping accuracy from slipping after the fix, see our [managed CMDB service](https://www.apexconfiguration.com/managed-cmdb-services).

Our focus is simple: make your CMDB usable and trustworthy.

## Why Apex

Most consultancies implement a CMDB as one line item inside a larger ServiceNow project. Apex only does configuration management: the CMDB, [discovery](https://www.apexconfiguration.com/servicenow-discovery-setup), and the data quality underneath it.

That focus shows up in the fixes. We've cleared deduplication backlogs running past 50,000 open tasks, rebuilt identification and [reconciliation rules](https://www.apexconfiguration.com/blog/servicenow-reconciliation-rules-which-source-wins) that were encoding duplicates rather than resolving them, and replaced discovery integrations that were quietly doubling CI counts on estates running to tens of millions of records.

Not sure if your CMDB is working as it should? We run a fixed-scope [CMDB health baseline](https://www.apexconfiguration.com/cmdb-consultation) that scores which of your configuration items are trustworthy and which are guesses. It's read-only throughout, so nothing in your estate moves while we're looking, and the output is a report you can take to a change advisory board without rewriting it.

[![\<p\>CMDB Diagnostic Call\</p\>](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/147949153/interactive-378363509978.png)](https://www.apexconfiguration.com/hs/cta/wi/redirect?encryptedPayload=AVxigLKX4g4ALBA50%2BrUvn%2BRptvfwvaiwD3irIXttnFde66xC6F6n2ClN3kiFsyKZHI1lIINsMlQhFXv8QmVJi2fc8LN9WYIxKPE%2BheOJLYfBeOXoTCj8UxPWcOgHTZ1KPFpt6uuwPC0HeEk20OaqnrWdd8C6ASOGkjlenFSMVGcaJvb80QpYOXhWpaoG%2BXK0vstUnQGXIc%2FsFqVVpQ%3D&webInteractiveContentId=378363509978&portalId=147949153)

![Modern glass office building exterior at dusk with light-trail traffic](https://www.apexconfiguration.com/hs-fs/hubfs/Act3%20child/images/8.webp?width=1200&height=900&name=8.webp)

## Trusted by Organisations Worldwide

![Nova Action logo](https://www.apexconfiguration.com/hs-fs/hubfs/14%20(1).webp?width=144&height=90&name=14%20(1).webp)

![RTL Kockica logo](https://www.apexconfiguration.com/hs-fs/hubfs/26%20(1).webp?width=144&height=90&name=26%20(1).webp)

![RTL Living logo](https://www.apexconfiguration.com/hs-fs/hubfs/27%20(1).webp?width=144&height=90&name=27%20(1).webp)

![RTL Croatia World logo](https://www.apexconfiguration.com/hs-fs/hubfs/25%20(1).webp?width=144&height=90&name=25%20(1).webp)

![Markíza Krimi logo](https://www.apexconfiguration.com/hs-fs/hubfs/12%20(1).webp?width=144&height=90&name=12%20(1).webp)

![Nova Fun logo](https://www.apexconfiguration.com/hs-fs/hubfs/16%20(1).webp?width=144&height=90&name=16%20(1).webp)

![TV Markíza logo](https://www.apexconfiguration.com/hs-fs/hubfs/13%20(1).webp?width=144&height=90&name=13%20(1).webp)

![Nova Cinema logo](https://www.apexconfiguration.com/hs-fs/hubfs/15%20(1).webp?width=144&height=90&name=15%20(1).webp)

![TV Nova logo](https://www.apexconfiguration.com/hs-fs/hubfs/17%20(1).webp?width=144&height=90&name=17%20(1).webp)

![Nova Krimi logo](https://www.apexconfiguration.com/hs-fs/hubfs/18%20(1).webp?width=144&height=90&name=18%20(1).webp)

![Pro Cinema logo](https://www.apexconfiguration.com/hs-fs/hubfs/20%20(1).webp?width=144&height=90&name=20%20(1).webp)

![Nova Lady logo](https://www.apexconfiguration.com/hs-fs/hubfs/19%20(1).webp?width=144&height=90&name=19%20(1).webp)

![Pro TV International logo](https://www.apexconfiguration.com/hs-fs/hubfs/21%20(1).webp?width=144&height=90&name=21%20(1).webp)

![RTL Adria logo](https://www.apexconfiguration.com/hs-fs/hubfs/23%20(1).webp?width=144&height=90&name=23%20(1).webp)

![Ring logo](https://www.apexconfiguration.com/hs-fs/hubfs/22%20(1).webp?width=144&height=90&name=22%20(1).webp)

![Multiskill logo](https://www.apexconfiguration.com/hs-fs/hubfs/1%20(1).webp?width=144&height=90&name=1%20(1).webp)

![Acasă Gold logo](https://www.apexconfiguration.com/hs-fs/hubfs/2%20(1).webp?width=144&height=90&name=2%20(1).webp)

![bTV Action logo](https://www.apexconfiguration.com/hs-fs/hubfs/4%20(1).webp?width=144&height=90&name=4%20(1).webp)

![RTL Crime logo](https://www.apexconfiguration.com/hs-fs/hubfs/24%20(1).webp?width=144&height=90&name=24%20(1).webp)

![Acasă logo](https://www.apexconfiguration.com/hs-fs/hubfs/3%20(1).webp?width=144&height=90&name=3%20(1).webp)

![bTV Comedy logo](https://www.apexconfiguration.com/hs-fs/hubfs/7%20(2).webp?width=144&height=90&name=7%20(2).webp)

![Dajto logo](https://www.apexconfiguration.com/hs-fs/hubfs/9%20(2).webp?width=144&height=90&name=9%20(2).webp)

![bTV Cinema logo](https://www.apexconfiguration.com/hs-fs/hubfs/6%20(2).webp?width=144&height=90&name=6%20(2).webp)

![Doma logo](https://www.apexconfiguration.com/hs-fs/hubfs/10%20(3).webp?width=144&height=90&name=10%20(3).webp)

![bTV Story logo](https://www.apexconfiguration.com/hs-fs/hubfs/8%20(3).webp?width=144&height=90&name=8%20(3).webp)

![RTL Passion logo](https://www.apexconfiguration.com/hs-fs/hubfs/28%20(1).webp?width=144&height=90&name=28%20(1).webp)

![bTV logo](https://www.apexconfiguration.com/hs-fs/hubfs/5%20(2).webp?width=144&height=90&name=5%20(2).webp)

![RTL 2 logo](https://www.apexconfiguration.com/hs-fs/hubfs/29%20(1).webp?width=144&height=90&name=29%20(1).webp)

![TN CZ logo](https://www.apexconfiguration.com/hs-fs/hubfs/30%20(1).webp?width=144&height=90&name=30%20(1).webp)

## Structured Delivery Process

Structured approach. Clear outcomes. No overengineering

Step 1

Step 2

Step 3

Step 4

### 1. Assess & Diagnose

 Comprehensive assessment of your current CMDB state, data quality, and automation maturity. 

### 2. Design for Clarity

 Architect a CSDM-aligned data model and automation framework tailored to your environment. 

### 3. Implement & Automate

 Build automated discovery, data validation, and self-healing processes for sustained accuracy. 

### 4. Govern & Optimise

 Establish governance frameworks, KPIs, and continuous monitoring to maintain CMDB health. 

 Trusted By Fortune 500 Enterprises | ServiceNow Certified Experts

## Ready To Gain Control & Clarity?

Partner with specialists who deliver accurate, automated, and resilient CMDBs for enterprise organisations.

[![APEX CONFIGURATION GROUP](https://www.apexconfiguration.com/hs-fs/hubfs/Act3%20child/images/ACG-logo.png?width=135&height=93&name=ACG-logo.png)](https://www.apexconfiguration.com/)

ServiceNow CMDB specialists delivering enterprise-grade implementation, remediation, and managed services.

Address: 20 Wenlock Road, London,  
England, N1 7GU

VAT Number: 505 0347 31

Company Number: 15871442

Email: [contact@apexconfiguration.com](mailto:contact@apexconfiguration.com)

<iframe style="margin: 0px; display: inline-block; border-image: initial; border: medium none currentcolor;" xml="lang" src="https://registry.blockmarktech.com/certificates/fb6a3f80-c037-4589-a043-1b781ef328f9/widget/?tooltip_position=top_left&amp;theme=transparent&amp;hover=t" width="114" height="140"></iframe>

[Follow Apex Configuration Group on LinkedIn](https://www.linkedin.com/company/apex-configuration-group)

Services

- [CMDB Health Check](https://www.apexconfiguration.com/cmdb-health-check)
- [Design & Implementation](https://www.apexconfiguration.com/cmdb-design-implementation)
- [Managed Service](https://www.apexconfiguration.com/managed-cmdb-services)
- [Automation & Optimisation](https://www.apexconfiguration.com/cmdb-automation-tools)
- [Health Dashboard & Reporting](https://www.apexconfiguration.com/cmdb-health-dashboard-servicenow)

Company

- [What is a CMDB?](https://www.apexconfiguration.com/what-is-cmdb)
- [Benefits](https://www.apexconfiguration.com/benefits-of-cmdb)
- [About](https://www.apexconfiguration.com/about-apex)
- [Blog](https://www.apexconfiguration.com/blog)

Resources

- [Contact Us](https://www.apexconfiguration.com/contact-us)
- [CMDB Diagnostic Call](https://www.apexconfiguration.com/cmdb-diagnostic-call)
- [Book A Meeting](https://www.apexconfiguration.com/book-a-meeting)

 © 2026 Apex Configuration Group. All rights reserved.

ServiceNow is a trademark of ServiceNow, Inc. We are not affiliated with or endorsed by ServiceNow.

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      "text" : "It holds every configuration item (CI) in your estate and the relationships between them, feeding incident, change and vulnerability management with a single picture of what exists and how it connects."
    },
    "name" : "What is the ServiceNow CMDB used for?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "Almost always a weak identification rule, one that falls through to matching on a single unreliable attribute, combined with more than one source writing the same class of CI with no agreed precedence between them."
    },
    "name" : "Why does my CMDB have duplicate CIs?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "Usually. Most of what we find is identification, reconciliation and discovery configuration that needs correcting, not a data model that needs rebuilding from scratch. A health baseline tells you which one you're dealing with."
    },
    "name" : "Can a broken CMDB be fixed without a full re-implementation?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "Two weeks, read-only throughout, ending in a report scored against evidence rather than a guess."
    },
    "name" : "How long does a CMDB health baseline take?"
  } ]
}
```

```json
{
  "@context" : "https://schema.org",
  "@type" : "WebPage",
  "description" : "ServiceNow CMDB specialists fixing, optimising and managing configuration management databases for enterprise IT, compliance and operational resilience.",
  "inLanguage" : "en-GB",
  "name" : "ServiceNow CMDB | Apex Configuration Group",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://www.apexconfiguration.com/hs-fs/hubfs/Act3%20child/images/ACG-logo.png"
    },
    "name" : "Apex Configuration Group Ltd",
    "url" : "https://www.apexconfiguration.com/"
  },
  "url" : "https://www.apexconfiguration.com/servicenow-cmdb"
}
```

```json
{
  "@context" : "https://schema.org",
  "@type" : "BreadcrumbList",
  "itemListElement" : [ {
    "@type" : "ListItem",
    "item" : "https://www.apexconfiguration.com/",
    "name" : "Home",
    "position" : 1
  }, {
    "@type" : "ListItem",
    "item" : "https://www.apexconfiguration.com/servicenow-cmdb",
    "name" : "ServiceNow CMDB",
    "position" : 2
  } ]
}
```