trying to use conditional formatting

lawada 

I created a sample file with my data and tried to answer your question.  To apply CF across columns by row, you need to create a measure that ranks the values across columns and excludes the unnecessary column: Please check the measure below. File attached below

CF Rank = 
IF(
    MAX(financials[Month Number])<>1,
    CALCULATE(
        RANKX(
            ALLSELECTED( financials[Month Number] ),
            [Total Units]
        ),
        KEEPFILTERS( financials[Month Number] <> 1 )
    )
)

When you apply conditional formatting, choose Don't Format under default Formatting