Chapter FourSales Force Automation

CRM’s metamorphosis from a focused application into an enterprise-wide business initiative has everything to do with its beginnings in sales force automation (SFA), so why not discuss SFA up front? Because in many ways, the various customer-focused projects in marketing and customer support act as input into an SFA project. After all, a company that can collect and understand customer touchpoints from its marketing and contact center organizations can feed this new knowledge to its sales group, fostering relationship and revenue improvements.

SFA products were originally meant to improve sales force productivity and encourage salespeople to document and communicate their field activities. However, sales ...

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