Sales Development Representative

Forma; Toronto; On-site; CAD 65,000 - 110,000; Full time

Benefits offered by this job

Stock options program

Healthcare coverage

$750 training stipend per year

Career growth opportunities

Job summary

Forma.ai is hiring a Sales Development Representative in Toronto to build pipeline and qualify opportunities. You will work with Sales and Marketing to identify prospects, engage senior decision-makers, and convert interest into qualified opportunities.

You should have 3+ years in B2B SaaS BD, experience with high-ACV deals, and strong relationship-building skills. The role offers meaningful compensation, healthcare, and development support.

Qualifications

• 3+ years 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.

Responsibilities

• Outbound & Prospecting: research target accounts and key stakeholders; personalize outreach across channels; iterate messaging for engagement.
• Qualification & Pipeline: qualify prospects, book meetings and create pipeline for Account Executives; manage activity in CRM.
• Sales & Marketing Collaboration: partner with Account Executives on target accounts and inbound follow-ups; work with Marketing on engagement signals.

Skills

Enterprise BD

ABM / account-based outreach

Executive communication

High ACV / long sales cycle

Collaboration with GTM leadership

Tools

CRM software

Sales engagement tools

Job description

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.