Count from table if division is "AE"|Power Pivot|Excel Forum|My Online Training Hub

Hi All,
I'm a rookie about PowerPivot and I'm trying to develop a tool by using DAX formulas but stuck at some point.
Attached you will find the data structure that I'm working on: there are 3 "Tables" named Opp, Users, KPI and there are relationships between tables. (e.g. 'Opp[Opp_Owner] column is related with 'Users[Full_Name] ). What I'd like to do with PowerPivot is to calculate targets by following a rational which I'll describe later and write it to 'Users [Target1] and 'Users[Target2], in attacted excel I filled it with yellow. What formula needs to do is to;

• Look at 'Users[Division]
  • if it is "AE" bring 'Users[Full_Name] and count 'Opp[Opp_Owner] return a number e.g. for Leo Marc 3
  • multiply it with the corresponding number at 'KPI[Target1]. e.g. for AE with 5
• if the [Division] is not "AE" but something at 'KPI[Division] it will multiply the outcome with a constant 10 (e.g. 30*10 for SR)
• else 0

What I was able to write so far is nearly nothing  it seems like below:
=IF('User DivMap'[DivisionAdj]="AE",??????????,LOOKUPVALUE(Table1[Visits],Table1[Division],'User Div Map'[Division Adj])*10)

Which functions together I need to use in order to make it possible?

Your help is very much appreciated.