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Thanks Deepak - huge help - can't believe it was that easy!!!
We can do it by creating a calculated field as SUM(Sales)-SUM(Profit) and have the reference lines to show the labels.
Having said that, I don't think stacked bar graph is what you should use here. Stacked bar, as the name suggests, shows the composition of each part. Bullet chart might better help you in what you're trying to achieve. I also created a sheet 3, which I think would be helpful.