Varicent, a provider of Sales Performance Management (SPM) solutions, has announced a strategic collaboration with ServiceNow to integrate Varicent’s enterprise-grade Sales Planning and Incentive Compensation solutions into the ServiceNow Customer Workflows ecosystem. This integration facilitates the seamless flow of lead, customer, opportunity, and sales activity data from ServiceNow’s CRM into the Varicent platform.
The partnership aims to provide revenue leaders with the capability to optimize territories, quotas, and incentive structures at an enterprise scale, enabling rapid adjustments in response to market shifts. Anandan Jayaraman, Vice President of Product Management for 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 provide CROs and RevOps leaders with the real-time intelligence and automation needed to align strategy with execution and accelerate growth.”
ServiceNow already utilizes Varicent internally for its global incentive compensation programs, which validates the platform’s capacity to manage complexity at scale and adapt to evolving requirements. Rick Butler, Vice President of Compensation at ServiceNow, commented on his experience: “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.”
This collaboration follows Varicent’s recognition as a Leader in The Forrester Wave™: Sales Performance Management Solutions for Incentive Compensation, Q1 2025. It also reinforces Varicent’s position as a fully integrated SPM platform, which combines Sales Planning, Incentive Compensation, and Performance Optimization within a single AI-powered solution.
Jason Loh, Chief Growth Officer at Varicent, noted, “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.”
The joint solution, expected to be available by Q4 2025 in the ServiceNow Store, is designed to assist customers in several key areas:
* Automating sales territory and quota modeling using real-time CRM data.
* Aligning compensation plans with go-to-market strategy through scenario-based planning.
* Reducing manual errors and accelerating payout cycles.
* Improving seller performance and increasing quota attainment.
With over two decades of leadership in SPM and collaborations with customers such as Cisco, Siemens, T-Mobile, and United Rentals, Varicent brings extensive enterprise-grade experience to this partnership. The collaboration with ServiceNow underscores Varicent’s focus on redefining how global teams manage, execute, and optimize their revenue operations. Early access to the integrated solution is currently available for select customers.
