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 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.
What You'll Be Doing
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
What We're Looking For
- 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)
Additional Job Info:
- This position is for an existing vacancy
- 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.
Top Skills
Forma.ai Toronto, Ontario, CAN Office
1 Yonge St, Toronto, Ontario, Canada, M5E 1E5
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