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It amazes me how much hate Jira gets compared to ServiceNow. My last two roles have been heavy on the ServiceNow, and I'd take a fresh breath of Jira any time. My guess is it's because Jira actively targets SMB, while ServiceNow is almost strictly enterprise, and folks in enterprise have already resigned to their fate.
And try to get a straight answer on pricing from the ServiceNow rep…
We dropped SN a couple years back over this. They were charging us about 6-7x what we pay for Jira, and we still use the on-site enterprise version of Jira.