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

Rapid growth in advance technologies has changed the life of sales force. Sales Force Automation (SFA) is marketing tool which provides the functions to sales team and managers to monitor sales, forecast sales and analyze employee performance. Acceptance of the SFA tools such as phone, pagers, wireless devices etc., in sales tasks will remain an issue for sales force. Researcher wants to investigate the impact of SFA system on performance of salesman from Pakistani Fast Moving Consumer Goods (FMCG) perspective. They have selected 162 salespersons from Lahore based companies (who are using automated sales devices), and sample size and MANOVA (Multivariate Analysis of Variance) were utilized to find out the relationship between independent and dependent variables. It has found that SFA system has positive relationship with improvement in performance and sales of salesforce.