---
title: 'Principal Consultant, Sales Effectiveness at Forma.ai'
canonical: 'https://feeny.ai/job/principal-consultant-sales-effectiveness-forma-ai-canada-or-stqsyx3tsn0f'
type: 'job'
last_seen: '2026-09-07'
---

# Principal Consultant, Sales Effectiveness at Forma.ai

- **Company:** Forma.ai
- **Location:** Canada OR, United States
- **Work type:** remote
- **Posted:** 2026-08-27
- **Last confirmed live:** 2026-09-07
- **Apply:** https://job-boards.greenhouse.io/formaaiinc/jobs/4728299005

## Job description

About Forma.ai:

[Forma.ai](https://www.forma.ai/) is a Series B startup that's revolutionizing how sales compensation is designed, managed and optimized. We handle billions in annual managed commissions for market leaders like Edmentum, Stryker, and Autodesk.

Our growth has been fuelled by our passion for fundamentally changing and shaping how companies use sales intelligence to drive business strategy.

We’re welcoming equally driven individuals who are excited about creating something big!

[Forma.ai](http://forma.ai/) is hiring a Principal Consultant, Sales Effectiveness to transform how enterprises design, roll out, and manage territories and quotas using our Territory and Quota Management (TQM) suite of products. We're looking for someone who brings real-world perspective on designing, implementing, and rolling out robust enterprise sales planning solutions, across territories, quotas and incentives.

Reporting to the Chief of Staff & Head of Sales Planning Products, you'll help shape our sales planning solutions and take them to market. You'll work closely with customers to implement the solution, optimize their processes, and drive adoption, leading engagements from high-level objective setting and modeling through to rollout. You'll work closely with Customers, Senior Leadership at Forma, and Product Engineering teams to shape requirements, share what you're seeing in the field, and influence what we build.

This role is for someone with practical, hands-on experience in sales planning. You should be comfortable leading sales planning solution design from objective setting through rollout and adoption. A background in management or technology consulting is heavily preferred. We are looking for someone that is willing to take extreme ownership, can operate at a senior level with customers and leadership, and are willing to get into the details to help build a market leading product.

The role’s key responsibilities are listed below:

- Lead the implementation of enterprise level sales planning solutions (territory and quota) for new and existing [Forma.ai](http://Forma.ai) customers. From requirement gathering, to system and process redesign, to roll-out and change management.
- Act as a strategic partner to customers to optimize their sales planning processes and get the most out of the [Forma.ai](http://Forma.ai) platform
- Contribute to product requirements and feature prioritization for territory design, quota setting, territory management, and related capabilities. Translate input from customers, leadership, and your own experience into product needs
- Support sales and marketing efforts for our sales planning solution, scoping solutions, supporting proof-of-concepts, and helping prospective customers understand what's possible
- Operate with high ownership, driving clarity, making decisions, and moving forward in ambiguity

What we're looking for:

- Experience in sales effectiveness, territory & quota planning, or sales incentives, whether as a consultant, solutions architect, RevOps professional, or in an SPM-related role
- 6+ years of progressive experience. A background in management or technology consulting is heavily preferred. You've owned executive client relationships, run discovery and design workshops, and delivered recommendations that executives acted on
- You're hands-on with the details - comfortable building out analytics and models yourself, not just reviewing someone else's work
- You can communicate at multiple altitudes - presenting to a CRO one hour, working through model logic with an analyst the next
- You want to turn what you've learned in the field into product: spotting patterns across customers and shaping better tooling

Additional Job Info:

- This position is for an existing vacancy
- Salary range: $150K - $200K CAD

## What you can expect from us

Meaningful compensation. In addition to your base salary, you’ll join our employee stock ownership plan to further recognize your contributions to [Forma.ai](http://Forma.ai)’s success.

Healthcare coverage. We have a full benefits package that includes medical, dental, vision, disability and life insurance, and a paid parental leave program.

Learning and development. Access the resources you want to help you grow in your role by utilizing our $750 yearly training stipend.

Growth. You’ll have a huge opportunity to build a career for yourself and gain the type of experience you’re looking for, whether that’s as an individual contributor or as a people leader.

Our Values:

- Work well, together. We’re real. We have kids and pets. Mortgages and student loans. We’re in this together, so no matter how brilliant any one of us is, we always play nice with one another – no exceptions.
- Be precise. Be relentless. We believe complacency breeds failure, so we set new goals as quickly as we achieve them. We persist in the face of adversity, learn from our mistakes, and push each other to continuously improve. The status-quo is kryptonite.
- Love our tech. Love our customers. Our platform solves a very complex problem in a currently underserved market. While everyone at Forma isn’t customer-facing, we’re all customer-focused. Maybe even slightly customer-obsessed. ­

Use of AI for Recruitment

Currently, Forma.ai does not use artificial intelligence as part of our recruitment process, specifically but not limited to the screening, filtering and shortlisting of applicants.

Our commitment to you:

Forma is a proud equal opportunity employer that is committed to creating a diverse and inclusive work environment. Every effort to accommodate candidates for accessibility will be made upon request. Information received related to accommodations will be addressed confidentially. We know that applying to a new role takes a lot of effort. You're encouraged to apply even if your experience doesn't precisely match the job description. There are many paths to a successful career and we’re looking forward to reading yours.

We thank all candidates for their interest however only qualified applicants will be shortlisted.

## About Forma.ai

## Company Overview
- **One-liner**: Forma.ai provides an AI-powered enterprise sales compensation and performance management platform that helps organizations design, administer, and optimize incentive plans.
- **Entity Type**: Private (Series B, $45M raised in 2022)
- **Headquarters**: Toronto, Ontario, Canada
- **Founded**: 2016
- **Founders**: Nabeil Alazzam

## Core Business
- **Primary industry**: Sales Performance Management (SPM) / Sales Compensation Software
- **Target customers**: B2B enterprise sales organizations (Fortune 500 and high-growth companies)
- **Mission**: Reinvent the cumbersome, chaotic, and inefficient world of sales compensation by using AI and data science to optimize every dollar spent on sales incentives.

## Products & Services
- **Forma.ai Platform**: A unified sales performance operating system that integrates territory planning, quota setting, incentive compensation, and analytics in a single data platform. Uses AI to automate plan configuration and logic.
- **Prophet**: An integrated sales planning advisory service combining Forma.ai data scientists and strategy consultants with advanced sales analytics to deliver optimized territories, quotas, and incentive strategies.
- **Forma Architect**: A module that brings together data from virtually any source to create a single source of truth for SPM, enabling machine learning models and advanced analytics.
- **Modeling Engine**: Allows users to test and financially model compensation changes directly in the platform and deploy them instantly.
- **600+ Pre-built Integrations**: Connects with CRM, HRIS, and other GTM data sources.

## Market Standing
- **Valuation/Total Funding**: $58M total raised (Seed $3M, Series A $10M, Series B $45M led by ACME Capital in 2022)
- **Key Metric**: Over $25 billion in commissions processed through the platform (as of 2022); 400% YoY growth leading up to Series B
- **Notable Investors/Partners**: ACME Capital, Crosslink Capital, Gaingels, Golden Ventures, Uncork Capital, Xfund
- **Growth Signals**:
  - Named a **G2 High Performer 2025/2026** and **Forrester Customer Favorite 2025**
  - Recognized on **Deloitte Fast 50 Canada 2024** and **Deloitte Fast 500 North America 2025**
  - Global expansion with offices in Toronto, Pune (India), and remote presence across North America
  - 145 total employees (as of Built In profile) with 22 open positions across engineering, customer operations, sales, and marketing

## Competitive Advantages
- **AI-native platform**: Unlike competitors that offer only configuration tools, Forma.ai uses AI to automate plan design and logic, reducing the need for technical expertise.
- **Unified data model**: Combines territory, quota, and incentive planning in a single source of truth, enabling rapid, data-driven decisions.
- **Machine learning optimization**: Deploys ML models to improve forecasts, optimize sales coverage, and design winning comp plans.
- **Customer obsession**: Acts as both adviser and operational partner, with a focus on trust and long-term relationships.

## Strategic Focus
- Continue scaling the AI-powered platform to handle enterprise complexity and global deployments.
- Expand global presence (offices in Toronto, Pune, and remote US/Canada) to support 24-hour customer support.
- Deepen machine learning capabilities to optimize every aspect of sales compensation design and administration.
- Grow customer base beyond current Fortune 500 clients.

## Why Work Here
- **Culture**: Described as a "different kind of software company" with a focus on expertise, diverse perspectives, and customer-centricity. Team celebrates wins together.
- **Flexible Working**: North American employees can work from home, the Toronto HQ, or a combination. Some roles are in-office (Toronto, Pune) or fully remote.
- **Benefits**:
  - Above-industry-average compensation with employee equity plan
  - Unlimited vacation with a required minimum of three weeks
  - Yearly training stipend for personal and professional growth
  - Comprehensive healthcare (medical, dental, vision, life insurance) and paid parental leave
- **Growth Opportunity**: Rapid growth (400% YoY) and novel approach provide unique experience; employees join at an early stage of a company disrupting a massive market (trillions in sales incentives).
- **Engineering Culture**: Senior and staff engineering roles in backend, frontend, and data platform; focus on building a complex, integrated product.

## Sources
1. [forma.ai](https://www.forma.ai/) – Main product and platform details
2. [forma.ai/about](https://www.forma.ai/about) – Company history, funding, milestones
3. [job-boards.greenhouse.io/formaaiinc](http://job-boards.greenhouse.io/formaaiinc) – Current open positions and locations
4. [builtin.com/company/formaai](https://builtin.com/company/formaai) – Office locations, employee count, culture overview

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