Varicent Joins Forces with ServiceNow

Martechvibe

10-07-2025

This partnership strengthens Varicent's position as the only fully integrated SPM platform—one that combines Sales Planning, Incentive Compensation, and Performance Optimisation in a single AI-powered solution.
Varicent has announced a strategic partnership with ServiceNow to integrate Varicent's enterprise-grade Sales Planning and Incentive Compensation solutions into the ServiceNow Customer Workflows ecosystem.
This integration enables lead, customer, opportunity, and sales activity data from ServiceNow's CRM to flow seamlessly into the Varicent platform. The partnership gives revenue leaders power to optimise territories, quotas, and incentive structures at enterprise scale, and to adjust plans rapidly when the market shifts.
'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.'
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ServiceNow already uses Varicent to power its own incentive compensation programs internally. This is further validation that the platform handles complexity at scale, with the flexibility to evolve as needs change.
'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,' said Rick Butler, Vice President of Compensation at ServiceNow.
'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 partnership strengthens Varicent's position as the only fully integrated SPM platform—one that combines Sales Planning, Incentive Compensation, and Performance Optimisation in a single AI-powered solution.
'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. We're solving for scale, complexity, and strategic control, where it actually matters. CROs need more than visibility. They need actionability.'
The joint solution will help customers: Automate sales territory and quota modelling using real-time CRM data.
Align compensation plans with GTM strategy through scenario-based planning.
Reduce manual errors and speed up payout cycles.
Improve seller performance and increase quota attainment.
ALSO READ: Reinventing Ecommerce: Idealz Bets On Incentives
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Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases.
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Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market.
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Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle.
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HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals.
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Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales.
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Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics.
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Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
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Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio.
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