Varicent, a leader in Sales Performance Management (SPM), has announced a strategic partnership with ServiceNow to integrate its Sales Planning and Incentive Compensation solutions into the ServiceNow Customer Workflows ecosystem. This collaboration aims to empower revenue leaders with advanced tools to streamline go-to-market strategies and drive growth.
Varicent partners with ServiceNow to integrate SPM with CRM workflows.
Solution automates territory, quota, and incentive planning by Q4 2025.
Enhances real-time data flow for agile sales strategy adjustments.
ServiceNow uses Varicent internally for global compensation programs.
Reduces manual errors and improves seller performance and quota attainment.
Builds on Varicent’s leadership in Forrester Wave SPM Solutions, Q1 2025.
The partnership integrates Varicent’s enterprise-grade SPM solutions with ServiceNow’s CRM, enabling seamless data flow for lead, customer, and sales activity insights. This allows revenue leaders to optimize territories, quotas, and incentives at scale. Anandan Jayaraman, Vice President of Product Management, CRM and Industry Workflows at ServiceNow, stated, “Our partnership with Varicent is a strategic step in delivering smarter, more agile go-to-market operations for our customers. Together, ServiceNow CRM and Varicent SPM give CROs and RevOps leaders the real-time intelligence and automation they need to align strategy to execution and accelerate growth.”
ServiceNow’s internal use of Varicent for its global incentive compensation programs validates the platform’s ability to handle complex, large-scale operations. Rick Butler, Vice President of Compensation at ServiceNow, noted, “I’ve worked with many platforms, but what stood out about Varicent was the flexibility, the service, and the ability to evolve with our needs. Whether it’s adapting plans mid-year, integrating with our own workflows, or getting hands-on support, the experience has been outstanding. It’s built for the complexity of modern compensation teams.” The solution’s adaptability ensures rapid adjustments to market shifts.
Available in the ServiceNow Store by Q4 2025, the joint solution offers:
Automated Territory and Quota Modeling: Leverages real-time CRM data for precise planning.
Scenario-Based Compensation Alignment: Aligns incentives with go-to-market strategies.
Error Reduction and Faster Payouts: Streamlines processes to minimize manual errors.
Enhanced Seller Performance: Increases quota attainment through actionable insights.
Jason Loh, Chief Growth Officer at Varicent, emphasized, “The age of disconnected sales systems is over. This partnership fuses two category leaders to deliver a unified revenue operating system for the enterprise. We’re solving for scale, complexity, and strategic control, where it actually matters. CROs need more than visibility. They need actionability.”
Varicent’s recognition as a Leader in The Forrester Wave™: Sales Performance Management Solutions for Incentive Compensation, Q1 2025, underscores its robust AI-powered platform, which combines Sales Planning, Incentive Compensation, and Performance Optimization. With over 20 years of experience and clients like Cisco and T-Mobile, Varicent brings enterprise-grade expertise to this partnership, redefining revenue operations for global teams.
This collaboration positions Varicent and ServiceNow to deliver a unified, AI-driven revenue execution system, enabling businesses to achieve predictable growth and operational efficiency in a dynamic market.
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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