Sales force automation not only involves automation of various activities related to sales department of a company but also assists the management in carrying out sales analysis, market analysis, and employee performance analysis. Implementation of sales forces automation system in any company or organization is considered an important managerial decision but where it brings various advantages for the companies, it also leads to some disadvantages.
Sales Force Automation helps the management of a company update the sales management processes in order to enjoy sheer sales success (Anderson 1996). The key activities carried out by the Sales Force Automation system include lead management, opportunity management, account management, contact management, activity management, and sales forecast analysis (Wilkinson 2010). Sales Force automation helps the companies automate different sales activities, which results in making the sales related processes more accurate and reliable as compared to traditional sales management.
Sales Force Automation also helps the companies achieve market domination in any competitive market by increasing the productivity through automated sales processes. Some of the key advantages of implementing Sales Force Automation system in a company include identification of risks, elimination of wastes, decreased administrative costs, improved contract management, better order tracking system, and increased profits for the company.
SFA system automates various sales processes such as order placement system, order processing system, and order tracking system. These automated systems result in making the sales department staff of a company more efficient. De Sousa (2010) asserts, “Sales management software enables sales teams to concentrate more on their sales activities as opposed to administrative tasks”. Companies should implement appropriate techniques such as supervisory feedback and