Varicent Blog

A few weeks ago, I attended the Forrester B2B Summit North America in Phoenix, and I walked away armed with transformative insights about how B2B organizations should be operating. I spoke with several global enterprise organizations and multiple Forrester analysts. Three themes seemed to dominate every hallway conversation: the rise of buyer networks, the increasing powers of generative AI, and the urgent need for integrated planning

Let’s be honest. Sales planning has come a long way, but a lot of teams are still stuck in the past. Twenty years ago, success meant getting your comp plans out on time. If the numbers lined up and reps got paid, you called it a win.

2025 is set to be a transformative year for Sales Performance Management (SPM). It won’t be about reinventing the fundamentals—it’ll be about precision, agility, and alignment. The leaders who embrace these shifts will unlock smarter strategies, maximize seller potential, and drive unprecedented revenue growth. Here’s what’s coming: