Varicent and ServiceNow Partner to Revolutionize Revenue Execution with Integrated Solutions
Varicent, a leader in Sales Performance Management (SPM), has announced a groundbreaking collaboration with ServiceNow to integrate its enterprise-grade Sales Planning and Incentive Compensation solutions into the ServiceNow Customer Workflows ecosystem. This partnership marks a significant step forward in empowering revenue leaders to optimize their go-to-market strategies, streamline operations, and drive growth at scale.
The integration creates a seamless flow of critical data—such as leads, customer interactions, opportunities, and sales activities—from ServiceNow’s CRM into the Varicent platform. By combining the strengths of both platforms, this collaboration equips Chief Revenue Officers (CROs) and Revenue Operations (RevOps) leaders with the tools they need to align strategic planning with execution. The result is a unified system that enables organizations to adapt quickly to market shifts, optimize territories and quotas, and design incentive structures that motivate sales teams effectively.
A Strategic Step Toward Smarter Revenue Operations
“This partnership with Varicent represents a strategic leap forward in delivering smarter, more agile go-to-market operations for our customers,” said Anandan Jayaraman, Vice President of Product Management, CRM and Industry Workflows at ServiceNow. “Together, ServiceNow CRM and Varicent SPM provide CROs and RevOps leaders with real-time intelligence and automation, bridging the gap between strategy and execution while accelerating growth.”
ServiceNow itself has been leveraging Varicent internally to manage its global incentive compensation programs. This firsthand experience serves as a powerful testament to the platform’s ability to handle complex, enterprise-scale challenges with flexibility and precision.
“I’ve worked with numerous platforms over the years, but what sets Varicent apart is its flexibility, service, and ability to evolve alongside our needs,” said Rick Butler, Vice President of Compensation at ServiceNow. “Whether it’s adjusting plans mid-year, integrating seamlessly with our workflows, or providing exceptional support, Varicent has consistently delivered outstanding results. It’s designed to meet the demands of modern compensation teams operating in increasingly dynamic environments.”
Strengthening Varicent’s Leadership in SPM
This collaboration further solidifies Varicent’s position as a leader in the SPM space, building on its recognition in The Forrester Wave™: Sales Performance Management Solutions for Incentive Compensation, Q1 2025. Varicent stands out as the only fully integrated SPM platform on the market, offering a comprehensive solution that combines Sales Planning, Incentive Compensation, and Performance Optimization—all powered by advanced AI capabilities.
“The era of disconnected sales systems is over,” said Jason Loh, Chief Growth Officer at Varicent. “By partnering with ServiceNow, we’re bringing together two category leaders to deliver a unified revenue operating system for the enterprise. We’re addressing the challenges of scale, complexity, and strategic control head-on. CROs don’t just need visibility—they need actionable insights that drive outcomes.”
Key Benefits of the Joint Solution
Expected to be available in the ServiceNow Store by Q4 2025, the integrated solution will empower businesses to:
- Automate Sales Territory and Quota Modeling: Leverage real-time CRM data to create accurate and dynamic territory and quota plans, ensuring alignment with organizational goals.
- Align Compensation Plans with GTM Strategy: Use scenario-based planning to design incentive programs that reflect broader go-to-market strategies, driving higher performance and engagement.
- Reduce Manual Errors and Speed Up Payout Cycles: Streamline processes to minimize errors, accelerate payouts, and improve trust among sales teams.
- Improve Seller Performance and Increase Quota Attainment: Equip sellers with clear incentives and actionable insights, enabling them to perform at their best and achieve targets more consistently.
Proven Expertise Driving Innovation
With over two decades of leadership in the SPM space, Varicent brings unmatched expertise to this partnership. Its proven track record includes successful collaborations with industry giants like Cisco, Siemens, T-Mobile, and United Rentals, all of which have benefited from Varicent’s ability to handle the complexities of modern revenue operations.
By joining forces with ServiceNow, Varicent is reinforcing its commitment to redefining how global enterprises plan, execute, and optimize their revenue strategies. The partnership addresses the growing demand for connected, intelligent systems that can keep pace with the speed and complexity of today’s business environment.
Empowering Enterprises for the Future
In an era where agility and precision are paramount, the combination of Varicent’s SPM solutions and ServiceNow’s robust CRM ecosystem offers a transformative approach to revenue execution. Together, they provide the tools and insights necessary for businesses to thrive in competitive markets.
Revenue leaders no longer need to navigate fragmented systems or rely on outdated processes. Instead, they can harness the power of real-time data, AI-driven analytics, and automated workflows to make informed decisions and take decisive action. Whether it’s optimizing territories, refining incentive structures, or enhancing seller performance, this joint solution delivers the scalability and flexibility needed to succeed in a rapidly evolving landscape.
As organizations continue to face mounting pressure to grow revenue efficiently, partnerships like this one highlight the importance of innovation and collaboration in driving meaningful change. With Varicent and ServiceNow leading the charge, the future of revenue execution looks brighter—and more connected—than ever before.
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.
