Varicent Research Shows Revenue Plan Design Drives Performance
Author : Daphne Basset | Published On : 24 Aug 2026
Varicent has released new research showing that revenue plan design can strongly influence business performance. The findings suggest that companies should focus on planning before addressing sales execution issues.
The research comes from Varicent’s 2026 Market Spotlight Report, Nobody Outsells the Plan. The company surveyed more than 1,000 senior revenue, sales, and finance leaders. It also analyzed several factors connected to revenue performance.
According to the study, plan quality emerged as the strongest predictor of whether a company would exceed its revenue target. The research compared planning with factors such as seller experience, industry, previous growth, and company size.
Varicent found that poor planning can create significant financial losses. For more than half of the companies surveyed, the estimated cost of poor planning exceeded their annual revenue growth.
AI Strengthens Revenue Planning
The research also highlights the growing role of artificial intelligence in revenue planning. Companies using AI for revenue planning were 46% more likely to exceed their targets.
However, Varicent said the advantage does not simply come from adopting AI. Instead, businesses need to apply AI where it can improve important planning decisions.
Only 4% of companies surveyed could identify which past planning decisions worked and which did not. As a result, most organizations lacked an effective process for applying previous planning lessons to future strategies.
Varicent’s findings also identified five important dimensions of revenue plan quality. These dimensions examine whether planning decisions support business strategy. They also consider whether companies connect decisions across the organization.
In addition, effective planning requires businesses to evaluate outcomes and improve decisions as market conditions change. Companies performing well across these areas outperformed their peers by 58%.
Connecting Planning With Sales Performance
The research further shows how revenue plans influence daily seller activity. About 75% of revenue leaders said their revenue plan shapes decisions made by sellers every day.
These decisions include which accounts sellers pursue and where they focus their time. Plans also influence the targets and priorities sellers follow.
Therefore, companies can improve revenue performance by connecting strategic planning with execution. Varicent’s sales performance platform brings planning, incentives, and analytics together to support this approach.
The platform helps organizations manage territories, quotas, incentives, and sales performance. It also uses AI to support planning and help revenue teams respond to changing business conditions.
Marc Altshuller, CEO of Varicent, said the findings point toward a broader shift in sales performance management. He emphasized that companies can use AI to learn from previous decisions and improve future planning.
Revenue Planning Becomes a Strategic Priority
Varicent’s research places greater attention on the decisions made before sales teams begin execution. Strong planning can help organizations identify risks and align resources with revenue goals.
At the same time, businesses can use AI and analytics to monitor performance and adjust their plans. This approach can help revenue leaders respond faster when market conditions change.
Varicent continues to position its platform around connected revenue planning and execution. Its solutions aim to help revenue leaders design, amplify, and optimize go-to-market strategies.
Overall, the research suggests that revenue growth depends on more than sales execution. Companies also need a strong planning framework that connects strategy, performance, and changing market conditions.
As businesses continue adopting AI, revenue planning could become an increasingly important factor in achieving sustainable growth.
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