Proponents claim that sales force automation systems can improve the productivity of sales personnel. Here are some examples:
Sales force automation systems can also affect sales management. Here are some examples:
It is also claimed to be useful for the marketing manager. It gives the marketing manager information that is useful in :
Sales force automation systems can also create competitive advantage. Here are some examples:
1) - As mentioned above, productivity will increase. Sales staff will use their time more efficiently and more effectively. The sales manager will also become more efficient and more effective.(see above) This increased productivity can create a competitive advantage in three ways: it can reduce costs, it can increase sales revenue, and it can increase market share.
2) - Field sales staff will send their information more frequently. Typically information will be sent to management after every sales call (rather than once a week). This provides management with current information, information that they will be able to use while it is still valuable. Management response time will be greatly reduced. The company will become more alert and more agile.
3) - These systems could increase customer satisfaction if they are used with wisdom. If the information obtained and analyzed with the system is used to create a product that matches or exceeds customer expectations, and the sales staff use the system to service customers more expertly and diligently, then customers should be satisfied with the company. This will provide a competitive advantage because customer satisfaction leads to increased customer loyalty, reduced customer acquisition costs, reduced price elasticity of demand, and increased profit margins.
Detractors claim that sales force management systems are:
Advantages to sales people
Advantages to the sales manager
Advantages to the marketing manager
Strategic advantages
Disadvantages
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