Varicent, a leader in Sales Performance Management (SPM), has announced a strategic alliance with ServiceNow aimed at transforming how revenue teams plan, execute, and optimize sales performance at scale.
The collaboration integrates Varicent’s enterprise-grade Sales Planning and Incentive Compensation tools directly into the ServiceNow Customer Workflows ecosystem. This means customer, lead, and sales activity data from ServiceNow’s CRM will now flow seamlessly into Varicent’s SPM platform, giving CROs and RevOps leaders the real-time insights they need to align strategy with execution.
“Our partnership with Varicent is a strategic step 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 give CROs and RevOps leaders the real-time intelligence and automation they need to align strategy to execution and accelerate growth.”
ServiceNow already relies on Varicent to manage its own complex global incentive compensation programs, a real-world testament to Varicent’s ability to handle scale and adapt to evolving business needs.
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“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,” added Rick Butler, Vice President of Compensation at ServiceNow.
Recognized as a leader in Forrester’s Sales Performance Management Wave for Incentive Compensation, Varicent continues to stand out as one of the only fully integrated SPM platforms that unites Sales Planning, Incentive Compensation, and Performance Optimization under one AI-powered system.
“The age of disconnected sales systems is over,” said Jason Loh, Chief Growth Officer at Varicent. “This partnership fuses two category leaders to deliver a unified revenue operating system for the enterprise. CROs need more than visibility. They need actionability.”
Set to be available in the ServiceNow Store by Q4 2025, the joint solution promises to help organizations automate territory and quota modeling, align compensation plans with GTM strategy, reduce payout errors, and drive stronger seller performance, all backed by Varicent’s two decades of SPM expertise with clients like Cisco, Siemens, and T-Mobile.
