Impact of Sales Force Automation System on Performance of Salesman: Pakistani Companies’ Perspective

Abstract

Rapid growth in advance technologies haschanged the life of sales force. Sales Force Automation (SFA) ismarketing tool which provides the functions to sales team andmanagers to monitor sales, forecast sales and analyze employeeperformance. Acceptance of the SFA tools such as phone, pagers,wireless devices etc., in sales tasks will remain an issue for salesforce. Researcher wants to investigate the impact of SFA systemon performance of salesman from Pakistani Fast MovingConsumer Goods (FMCG) perspective. They have selected 162salespersons from Lahore based companies (who are usingautomated sales devices), and sample size and MANOVA(Multivariate Analysis of Variance) were utilized to find out therelationship between independent and dependent variables. Ithas found that SFA system has positive relationship withimprovement in performance and sales of salesforce.