Sales force automation (SFA) is an integrated system of computer software and hardware that performs routine sales functions. Within Customer Relationship Management, Sales force Automation (SFA) is used to automate functions of sales and sales force management (). SFA is an integrated system of computer software and hardware that performs sales functions. The use of SFA has many advantages for both sales managers and can give the company a competitive advantage over its competitors. However, SFA is not advantageous for all companies.
The most primary function of SFA is that it ties together sales functions such as expense reports, sales call scheduling, territory management, team selling material, sales tracking, and so forth (). This can be useful to sales managers in planning by setting targets and objectives for individual sales people.
The information provided by SFA can also be used to generate an understanding of the external environment including competitor analysis and potential opportunities. The marketing department of an organization can use this information to identifying target markets and planning marketing activities, using the marketing mix.
As for the company, Sales Force Automation has the ability to increase productivity using the program to reduce costs, increase sales revenues and increase market share. This can be achieved through both the sales force and sales manager becoming more efficient and maximizing effectiveness
Marketing managers can utilize SFA to understand the industry through external environment analysis’ through creating a SWOT [Strengths Weaknesses Opportunities and Threats] and competitor analysis. The information also assists in market research in order to identify target markets and control, monitor and adjust plans for the future. Another benefit of SFA for marketing managers is that it assists in matching customer expectations, therefore increase customer satisfaction. This will increase loyalty, retainment...
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