Posted 2 months ago
Sales Development Representative
@ Forma.ai
Toronto, Ontario
Overview
Forma.ai is hiring a Sales Development Representative to build pipeline for its Account Executives. The role involves researching target accounts, running personalized outbound outreach across email, phone and LinkedIn, and qualifying prospects. The posting states a $65K base salary with $110K OTE, plus an employee stock ownership plan.
Responsibilities:
- Research target accounts and key stakeholders
- Run personalized outbound outreach across multiple channels
- Qualify prospects and book meetings for Account Executives
- Manage activity in CRM and sales engagement tools
- Collaborate with Sales and Marketing on target accounts
Requirements summary:
- 3+ years in B2B SaaS business development or pipeline generation
- Proven success qualifying prospects and generating opportunities
- Experience with senior leaders at large organizations
- Experience with high ACV deals and long sales cycles
- Excellent communication and executive presence
Tools & skills
Benefits mentioned
Source and dates
Employer career site / ATS feed · greenhouse
- Employer posting date
- 2026-09-15
- First seen by our source
- 2026-10-08
- Source record updated
- 2026-10-10
These dates describe the source record, not a live verification that the employer is still hiring. Check the original posting.
Job details
| Seniority | Entry level |
| Department | Sales |
| Experience | 3+ years |
| Travel | ground: none |
| Work setting | Office |
| Position | Mostly sitting |
| Physical demands | physical low · computer high |
| Languages | English |
| Perks mentioned | Generous parental leave, Stock or equity, Paid training, Home office allowance |
Summary and details written by AI from the posting; the employer’s posting is the authority.
Forma.ai
Saved company profile
Historical company information from a saved The Jobs API profile (LinkedIn/Crunchbase fields). It is not live-verified; figures may have changed. Missing values remain unknown.
The Sales Performance Management platform that unifies sales planning & incentive compensation with fully connected data
Full company description
Forma.ai is a ground-breaking Sales Performance Management platform that fully integrates sales planning with rapid (and scalable) incentive compensation management. Creating a single, complete source of truth with your data, our platform consolidates the planning and administration of territories, quotas, and incentives with all of their dependencies. Trusted by innovators like Autodesk, Stryker, and Trustpilot, we're the only SPM platform on the market rapidly accelerating rule-building for incentive compensation plans with templates and a proprietary, collective data model. Now global sales teams, revenue operations leaders, and compensation teams can collaboratively plan and deploy even the most complex SPM strategies at speed and scale.
- LinkedIn followers
- 19,507
- People associated on LinkedIn
- 146
- Reported office locations
- 155 Queens Quay E, Toronto, Ontario M5A 0W4, CA
- Business categories
- Information Technology
- Network Hardware
- Artificial Intelligence
- Cloud Management
- Information Services
- Sales
- Telecommunications
- Artificial Intelligence (AI)
- Other recorded names
- Forma.ai
- Specialties
- Sales Compensation
- Sales Performance Management
- Sales Planning
- Territory & quota planning
- Incentive Compensation Management
- Sales Performance Data Management
- and Revenue Optimization
- Profile identifies a recruitment agency
- No
- Reported total investment
- 58,000,000
Currency and observation date were not supplied; this is not a current valuation or a funding round.
Forma.ai is a ground-breaking Sales Performance Management platform that fully integrates sales planning with rapid (and scalable) incentive compensation management. Creating a single, complete source of truth with your data, our platform consolidates the planning and administration of territories, quotas, and incentives with all of their dependencies. Trusted by innovators like Autodesk, Stryker, and Trustpilot…
| Field | Value |
|---|---|
| Industry | Software Development |
| Company size | 51-200 employees |
| Headquarters | Toronto, Ontario |
| Organization type | Privately Held |
| Year founded | 2016 |
| Specialties | Sales CompensationSales Performance ManagementSales PlanningTerritory & quota planningIncentive Compensation ManagementSales Performance Data Managementand Revenue Optimization |
| Open jobs on Jobsy | 15 |
| View page |
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!
About the Team
The go-to-market team sits at the centre of Forma.ai’s growth engine, directly impacting pipeline, revenue, and our reputation in the market. This team is strategic, creative, and relentlessly focused on scaling an efficient, measurable go‑to‑market operation.
What You'll Be Doing
As a Sales Development Representative, you’ll help create new opportunities and build pipeline for Forma.ai. You’ll work closely with Sales and Marketing to identify the right prospects, engage decision-makers, and turn interest into qualified sales opportunities.
Outbound & Prospecting
- Research target accounts and identify key stakeholders across Sales, Revenue Operations, HR, and Finance
- Execute personalized outbound outreach across email, phone, LinkedIn, and other channels
- Test and iterate on messaging, sequences, and outreach tactics to improve engagement and conversion
Qualification & Pipeline
- Qualify prospects to understand their priorities, challenges, and potential fit for Forma.ai
- Book qualified meetings and create new pipeline for our Account Executives
- Use CRM and sales engagement tools to manage activity, track engagement, and stay organized
Sales & Marketing Collaboration
- Partner closely with Account Executives on target accounts, messaging, and outreach
- Follow up with inbound leads, event attendees, and prospects engaged through marketing programs
- Work with Marketing to turn account engagement and intent signals into targeted outreach
What We're Looking For
- 3+ years of experience in business development, enterprise BD, or strategic pipeline generation in B2B SaaS
- Proven success engaging, qualifying, and generating sales opportunities
- Experience talking to senior leaders at large organizations
- Experience with high ACV deals and long sales cycles
- Expertise in account-based strategies and highly personalized outreach
- Experience scaling outreach and leveraging automation while maintaining a high-quality touch
- Strong collaboration skills; experience working closely with GTM leadership
- Comfort using CRM, analytics, and engagement tools to manage and measure top-of-funnel activities
- Excellent relationship-building, communication, and executive presence
Additional Job Info:
- This position is for an existing vacancy
- Compensation: 65K base salary; 110K OTE
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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