Conditional Formatting > New Rule > Use a formula (Alt, H, L, N) formats every cell where your formula is TRUE. Write the formula for the top-left cell of the selection; Excel moves it to the other cells the way it moves a copied formula.
That makes the dollar signs decide what the rule compares:
=$C2<$D2 over A2:F13 highlights whole rows where sales are below target: the columns are locked, the row moves.=C2>D2 over C2:C13 compares each sale with the target next to it.=$B2=$H$1 highlights the rows of the region typed in H1.
A formula rule can test anything a formula can: dates (=$D2<TODAY()), text (=ISNUMBER(SEARCH("x",$A2))) or several conditions with AND and OR.