Varicent has appointed Dana Therrien as Senior Vice President of Commercial Transformation to strengthen its focus on aligning incentives, planning, and execution across the revenue ecosystem through its AI-native Sales Performance Management (SPM) platform.
Varicent’s platform stands out by treating revenue as an interconnected system rather than isolated functions. AI is embedded directly into core processes, enabling leaders to model scenarios, predict downstream impacts, and optimize decisions proactively instead of reacting to outcomes after the fact.
Dana Therrien’s career has centered on helping large enterprises understand and resolve the interplay between technology systems, incentive structures, and human behavior in revenue generation. At Anaplan, he led the CRO and Revenue Performance Management Advisory Practice, guiding customers through complex transformations. Previously at Forrester (SiriusDecisions), he built and led the Sales and Revenue Operations advisory practice, delivering research and guidance on best practices for go-to-market alignment.
His perspective complements Varicent’s vision of SPM as a strategic enabler of revenue performance rather than a tactical tool. By joining the leadership team, Therrien will partner directly with customers to extract maximum value from the platform while helping shape its future roadmap.
“Dana’s approach to revenue performance aligns strongly with where we believe the market is headed,” said Marc Altshuller, CEO, Varicent. “He understands the complexity shaping enterprise revenue, and the trends behind it, and will partner with customers to maximize the value of their investments. Dana is a strategic addition as we help customers build performance systems that scale. That is the standard we are setting for SPM.”
“What excites me about Varicent is the clarity of its vision,” said Dana Therrien, Senior Vice President, Commercial Transformation, Varicent. “The next phase of revenue performance will be defined by how well organizations understand the relationship between systems and human behavior. Varicent is the clear leader in applying AI to make those dynamics visible, so performance can be designed intentionally instead of managed reactively. That is what makes this work compelling.”
About Varicent™
Varicent delivers market-leading SaaS software solutions that empower revenue leaders to drive growth. Its solutions are designed to help customers design, amplify, and optimize go-to-market strategies that create a connected path to revenue. Organizations worldwide leverage Varicent’s solutions to set smart goals and territories that maximize revenue potential, use AI-driven insights to make proactive commercial decisions, and create incentive programs that amplify the sales strategy and achieve revenue goals.
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