Executive hire strengthens enterprise organizations’ ability to align incentives, planning, and execution across the revenue ecosystem
Varicent, the leader in Sales Performance Management (SPM), announced that Dana Therrien has joined the company as Senior Vice President of Commercial Transformation. The appointment reflects Varicent’s continued platform innovation and its focus on improving how planning, incentives, and execution work together across the revenue ecosystem.
“Dana’s approach to revenue performance aligns strongly with where we believe the market is headed,” said Marc Altshuller, CEO, Varicent.
Therrien has spent his career helping enterprise organizations address structural challenges across revenue strategy and execution. His work has helped leaders understand how systems and incentives shape behavior and outcomes across complex organizations. He previously served as the Vice President, CRO and Revenue Performance Management Advisory Practice at Anaplan. Prior to Anaplan, he led the Sales and Revenue Operations advisory practice at Forrester Research (formerly SiriusDecisions).
“Dana’s approach to revenue performance aligns strongly with where we believe the market is headed,” said Marc Altshuller, CEO, Varicent. “He understands the complexity shaping enterprise revenue, and the trends behind it, and will partner with customers to maximize the value of their investments. Dana is a strategic addition as we help customers build performance systems that scale. That is the standard we are setting for SPM.”
Varicent’s AI-native architecture is designed to improve how decisions move through the revenue engine rather than just accelerating isolated tasks. By embedding AI directly into processes including sales planning, incentive design, data transformation, and research and analysis, the Varicent platform helps leaders understand how changes in one area can affect territories, quotas, payouts, and downstream results.
“What excites me about Varicent is the clarity of its vision,” said Dana Therrien, Senior Vice President, Commercial Transformation, Varicent. “The next phase of revenue performance will be defined by how well organizations understand the relationship between systems and human behavior. Varicent is the clear leader in applying AI to make those dynamics visible, so performance can be designed intentionally instead of managed reactively. That is what makes this work compelling.”
Therrien joins Varicent during a period of continued momentum, as the company expands its leadership in AI-powered sales and revenue performance management and deepens its focus on system-level performance design.