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Sales Planning Science: Data-Driven Territory, Quota, & Incentive Design

Great sales planning isn’t guesswork—it’s a science

This session explores how top RevOps and Sales Ops leaders use data to design smarter territories, set quotas that drive performance, and craft sales incentives that motivate sellers and align with business goals.

We’ll discuss:

  • Data-backed territory design – How to ensure fairness, efficiency, and maximum coverage
  • Quota-setting strategies – Using analytics to balance ambition and attainability
  • Incentive optimization – Aligning compensation with revenue growth and sales behavior
  • Predictive planning – Leveraging AI and forecasting to stay ahead of market shifts
  • Real-world applications – How leading organizations are using data to fine-tune their sales plan
Join our session on activity-based-incentives
This panel is one of five in the 2025 Sales Planning Summit, by submitting this form you'll gain access to all five recordings
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What we'll cover

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With your hosts:

Edie Cagle

VP, Global Revenue Operations, SAS

Nandini Ramaswamy

VP, Worldwide Incentive Compensation, Quota, Awards & Revenue, Microsoft

Maria Oczko-Canant

VP, Sales Compensation & Planning, HP

Nabeil Alazzam

CEO & Founder, Forma.ai

Nabeil Alazzam is the founder and CEO of Forma.ai, the only Sales Performance Management (SPM) platform that leverages AI and data science to optimize and individualize sales compensation for large enterprises. With over $1 trillion spent each year on sales compensation in North America, he founded the company in 2016 with a vision that AI could disrupt the wasteful legacy approach to incentivizing and motivating sellers. Forma.ai’s SPM platform now processes billions in commissions annually for customers worldwide. Prior to starting Forma.ai, Nabeil was a sales force effectiveness consultant for Fortune 100 companies and developed a deep understanding of the inefficiencies in enterprise sales organizations and the way they manage sales compensation.

Edie Cagle

VP, Global Revenue Operations, SAS

Nandini Ramaswamy

VP, Worldwide Incentive Compensation, Quota, Awards & Revenue, Microsoft

Maria Oczko-Canant

VP, Sales Compensation & Planning, HP

Nabeil Alazzam

CEO & Founder, Forma.ai

Nabeil founded Forma.ai in 2016 with a vision to completely disrupt the SPM space. Prior to founding the company, Nabeil consulted on sales force effectiveness for Fortune 100s, developing a deep understanding of enterprise sales organizations and how they manage sales compensation.

Edie Cagle

VP, Global Revenue Operations, SAS

Nandini Ramaswamy

VP, Worldwide Incentive Compensation, Quota, Awards & Revenue, Microsoft

Maria Oczko-Canant

VP, Sales Compensation & Planning, HP

Nabeil Alazzam

CEO & Founder, Forma.ai
Nabeil founded Forma.ai in 2016 with a vision to completely disrupt the SPM space. Prior to founding the company, Nabeil consulted on sales force effectiveness for Fortune 100s, developing a deep understanding of enterprise sales organizations and how they manage sales compensation.
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Resource Library
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All Digital Events

Digital Event

Sales Planning Science: Data-Driven Territory, Quota, & Incentive Design

Great sales planning isn’t guesswork—it’s a science

Watch now

This panel is one of five in the 2025 Sales Planning Summit, by submitting this form you'll gain access to all five recordings

What we covered in this event

This session explores how top RevOps and Sales Ops leaders use data to design smarter territories, set quotas that drive performance, and craft sales incentives that motivate sellers and align with business goals.

We’ll discuss:

  • Data-backed territory design – How to ensure fairness, efficiency, and maximum coverage
  • Quota-setting strategies – Using analytics to balance ambition and attainability
  • Incentive optimization – Aligning compensation with revenue growth and sales behavior
  • Predictive planning – Leveraging AI and forecasting to stay ahead of market shifts
  • Real-world applications – How leading organizations are using data to fine-tune their sales plan

What Should This Say?

No items found.

Join to hear from speakers:

Edie Cagle

VP, Global Revenue Operations, SAS

Nandini Ramaswamy

VP, Worldwide Incentive Compensation, Quota, Awards & Revenue, Microsoft

Maria Oczko-Canant

VP, Sales Compensation & Planning, HP

Nabeil Alazzam

CEO & Founder, Forma.ai

What past attendees are saying...

“What is amazing about Forma.ai is that—internally, we don’t need the skills to configure a comp tool or our data—Forma.ai’s automation helps us do this and turnaround changes much faster than we would ever be able to with any other ICM.”

Suzanne Shadgett

Senior Financial Executive, Stryker

“Forma.ai provides flexibility like no one else in the category. With their real-time modeling, I can apply any idea I have against last year’s data to see how much it would cost and what it could actually achieve." 

Dr. Robert Bieshaar

Global Head of Sales Compensation, Autodesk 

Digital Event

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