Forma.ai was founded in 2015 by Nabeil Alazzam, who recognized the inefficiencies and complexities in traditional sales compensation processes from his consulting experience with Fortune 500 companies. The company aims to reinvent how enterprises design, administer, and optimize sales compensation by embedding AI at the core of its platform.

The company’s Sales Performance Management (SPM) platform unifies sales planning and execution across territories, quotas, and incentives. It leverages native AI to accelerate and automate the configuration of compensation plans, crediting logic, and territory management. Users can describe comp plans in natural language, and the AI generates the required rules, dramatically reducing the need for technical expertise and manual effort.

Forma.ai’s platform integrates with over 200 upstream and downstream business systems including CRM, financial, and HR platforms, ensuring data accuracy and real-time updates. It features a real-time simulation engine allowing businesses to model unlimited “what-if” scenarios to predict financial impacts and optimize sales incentives before deployment.

The platform also provides a comprehensive, single source of truth for sales performance data, enhancing transparency, compliance, and decision-making. It is designed to reduce operational costs, eliminate payout errors, and enable faster adjustments of compensation plans, helping companies respond quickly to market changes.

Forma.ai is positioned as a disruption in the traditional sales performance management space by fully automating and simplifying compensation plan configuration and execution, thus enabling sales operations teams to operate with greater agility and effectiveness.