I'm not sure if I really understood what you want to, but here we go:
You can do a conditional formatting background colors as you want by doing this trick (see images below)
First I'd put my conditional background color expression:
If(Sum([YTD Sales Amount])>100,LightGreen(),LightRed())
//It's a simple example. You can also use nested if.
Then, that is my result:
Thanks for your response. I know this way of coloring but i wanted to make the color field dynamic and not restrict the formatting to a specific number say 100 as specified by you in the example. I've found a solution to this using the Rank function which would assign a rank to the numbers in increasing/decreasing order and in turn color them rank wise. Also i'd appreciate your take on the 2nd half of the problem i.e., highlighting the column/row with max sum.
I'm not sure if I understood what you want but here we go:
If you want to coloring the whole row that contains max sum, you'll need to put something like this for each dimension's and measure's color expression (all of them):
If(Rank(Sum(YOUR_FIELD))=1,WHEREVER COLOR YOU WANT)
Is this your point? Am I missing anything?