About this role.
Forma.ai is seeking a senior, customer-facing consultant to implement enterprise territory and quota planning solutions using its TQM platform. The role leads engagements from discovery, requirements gathering, analytics and process redesign through rollout, adoption, and change management. It also translates field insights into product requirements, supports solution scoping and proof-of-concepts, and partners with senior customer and internal leaders. Success requires hands-on sales-planning expertise, executive consulting ability, strong analytical modeling, and substantial ownership in an ambiguous startup environment.
Role DNA
A quick view of the complexity, pace, ownership and collaboration implied by the job description.
Job Complexity
5/5Pace & Pressure
5/5Autonomy Level
5/5Communication Load
5/5Salary analysis
Estimated compensation compared with the broader CA market for similar roles.
Core skills
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Sample interview questions
I would explain the business objectives, stakeholder groups, data inputs, planning methodology, governance model, and rollout approach. I would also quantify outcomes such as improved coverage, quota attainment, planning-cycle time, or leadership adoption.
I begin by aligning executives on measurable objectives and decision principles, then convert those principles into transparent model assumptions and scenarios. I use regular checkpoints to validate the detailed logic with operations and analytics teams while keeping leadership focused on trade-offs and outcomes.
I assess market potential, historical performance, account and territory coverage, seller capacity, ramp assumptions, segmentation, and strategic growth priorities. I test scenarios for fairness, affordability, attainability, and incentive alignment before finalizing recommendations.
I would identify patterns across implementations, distinguish configurable process issues from repeatable product gaps, and document the user problem, workflow, impact, and acceptance criteria. I would then partner with product and engineering to prioritize opportunities based on customer value, strategic fit, and implementation leverage.
I would describe establishing a clear decision framework, identifying unresolved assumptions, assigning owners, and creating a practical sequence of workshops and deliverables. I would emphasize proactive communication, rapid scenario analysis, and making well-supported recommendations rather than waiting for perfect information.
About Forma.ai:
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 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 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 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’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.
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