GTM Engineer, Forma.ai
Sales performance management software
Be an early applicant
Sales performance management software
101-200 employees
Be an early applicant
101-200 employees
Company mission
To help organizations to design, execute, and optimize their sales compensation strategy within a single platform.
Role
Who you are
- 6+ years experience in go‑to‑market operations, RevOps, GTM engineering, systems architecture, or related technical revenue roles
- Strong understanding of CRM platforms (Salesforce, HubSpot), automation tools, and data workflows
- Experience experimenting with integrating AI into GTM workflows and processes
- Proven ability to architect scalable, automated GTM systems that reduce manual work
- Comfort with analytics, dashboards, and monitoring KPIs tied to outbound performance
- Experience integrating tools and building workflows that connect data, actions, and signals
- Fluency with modern GTM stacks; ability to set up and evolve tooling in a high‑growth environment (e.g., Clay, n8n, Instantly, SalesNav, LeadIQ, Default Claude/ChatGPT)
What the job involves
- The GTM team sits at the center 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 operations
- This is a systems‑first, strategic prospect engagement role. You’ll build, automate, and optimize the infrastructure that powers outbound and lead generation, not manage a list of manual tasks or spray generic messaging
- Outbound Systems Design
- Architect repeatable, data‑driven outbound systems across email, LinkedIn, and other channels
- Define segmentation, prioritization rules, routing logic, and decision frameworks that scale with growth
- Build workflows that capture, enrich, score, and route leads with minimal manual intervention
- Automation & Integration
- Integrate CRM, enrichment, outbound, and GTM platforms into a cohesive stack
- Leverage automation and AI to reduce manual work and accelerate pipeline creation
- Develop inbound workflows to convert leads efficiently and deliver a positive lead experience
- Build and maintain automation that reliably executes key GTM processes, from first touch through qualification
- Data Reliability & Systems Health
- Design data pipelines and dashboards to monitor outbound performance and system integrity
- Ensure clean, actionable revenue data across tools and workflows
- Identify and fix bottlenecks in lead flow, conversion, and follow‑up
- Collaboration & Ownership
- Partner with Sales, Marketing, and RevOps to translate strategy into systems that work
- Define best practices and guardrails for outreach and automation
- Own outbound tooling decisions and evolve the stack over time
Our take
Sales operation is notoriously every organisation’s noisiest department, and one that has seen relatively little innovation thus far. There has been a widening gap in efficiency and optimisation for many of the functions that make up sales operations. Forma.ai, a compensation-focused AI software company, provides its customers with an avenue to improve general sales performance by enabling them to enhance sales performance activities through automation.
The company’s current niche focus is contrary to the wide-net approach that major industry players like Salesforce have taken, but Forma.ai is already proving to be a much needed product offering. It promises customers endless sales improvement solutions and implementation strategies - all using AI and end-to-end automation - and thus has secured several large clients such as TrustPilot, Autodesk, Redis, and Stryker.
The company has achieved impressive revenue growth amid rapid enterprise adoption of its platform, and is now focused on expanding its headcount, as well as accelerate product development and go-to-market initiatives to meet growing demand for its products.
Steph
Company Specialist at Welcome to the Jungle
Insights
-15% employee growth in 12 months
Company
Funding (last 2 of 3 rounds)
May 2022
$45m
SERIES B
Mar 2021
$10m
SERIES A
Total funding: $58m
Company benefits
- Meaningful Compensation: In addition to being paid above the industry average, you'll join in Forma.ai's success with our employee equity plan
- Healthcare with Benefits: Enjoy a healthcare benefits package that includes extended medical, dental, vision, life insurance, and paid parental leave
- Unlimited + Min. Vacation: All Formadillos (cute, right?) are required to take a minimum of three weeks vacation. If you need more, just ask!
- Learning & Development: Access the resources you need to grow in your personal and professional life with a yearly training stipend
- Flexible Working: North American employees can work from where they are most productive, whether that's in our Toronto HQ, from home, or a combination of both
- Growth & Opportunity: Our rapid growth and novel approach is an opportunity to gain the kind of unique experience you can build a career on
Company HQ
South Core, Toronto, ON
Leadership
Nabeil Alazzam
(Founder & CEO)Previously co-founded Primer Business Solutions, before moving on to work as a Management Consultant at ZS Associates, and then serving as VP of Sales at Spoonity.
Salary benchmarks
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