Why Revenue Plans Fail: How To Manage the Levers of Your Revenue Operating System
When revenue performance falls short, the response is often predictable. But what if the thing you're fixing isn't actually the problem?
Oct 8th 2026, 12-1pm ET
Revenue performance isn't driven by any single decision. Instead, it works as an operating system. Strategy, planning, territories, quotas, compensation, operations, and sales execution operate together, and a breakdown in one area often creates symptoms somewhere else.
In this session, we'll explore how to diagnose the hidden constraints that undermine revenue performance and why seemingly logical fixes often fail to deliver the expected results.
Attendees will learn a practical framework for identifying where performance friction originates, distinguishing symptoms from root causes, and focusing improvement efforts where they can have the greatest impact on execution and results.
Meet Your Speakers:
Dana 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).
Aarthi Reddy has spent her career shaping the technology and processes that keep sales organizations running at scale. Her work focuses on transforming sales planning and compensation through automation, data intelligence, and centralized tooling. She builds the critical infrastructure that connects strategy, planning, and execution, helping organizations move with greater speed, accuracy, and alignment.
At AWS, Aarthi leads the Sales Compensation Management technology team, supporting more than 11,000 sellers. She also leads the Emerging Planning Solutions team, which owns quota setting, goals tracking, resource planning, and territory assignments across AWS. Prior to AWS, she held senior data science and analytics leadership roles at AT&T.