Revenue Execution: Defining the Standard for Revenue Excellence

Why a ‘Fast Start’ is Non-Negotiable with Dana Therrien, VP of Sales Performance Management at Anaplan

Jul 8, 2025
Dana Therrien, VP of Sales Performance Management at Anaplan, brings over 20 years of expertise from military finance to corporate strategy. He emphasizes the importance of a decisive approach to go-to-market planning for a fast start in sales. Key topics include the complexities of compensation and account segmentation, effective territory planning, and why selecting the right market is crucial. Therrien also discusses how automation can fix broken sales planning processes and the competitive advantage of decisiveness in achieving growth.
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ANECDOTE

From Army Finance To Anaplan VP

  • Dana began as a U.S. Army finance officer and served at NATO and in Army Intelligence before moving into corporate operations.
  • He transitioned through Lucent/Avaya, earned an MBA, led sales operations, then joined Serious Decisions and later Anaplan.
INSIGHT

Market Choice Is A Primary Lever

  • Compensation often gets overcomplicated and demotivates sellers, but segmentation and capacity planning underpin strategy.
  • Treat market choice and resource allocation as foundational to sales effectiveness.
ADVICE

Segment The Market Like A Battlefield

  • Perform deep account segmentation and capacity planning to decide where to deploy sales resources effectively.
  • Define customer profiles, prospect pools, and required seller types to match market opportunities.
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