412 33 Powerpoint Slides 5 Sales Force Automation Chap 5

Copyright © 2011 Oxford University Press Chapter 13: Sales Force Control

Sales and Distribution Sales and Distribution Management, 2eManagement, 2e

Dr Tapan K. Panda, Great Lakes Institute of Management, Chennai

Dr Sunil Sahadev, University of Sheffield, UK


Chapter 5Chapter 5

Sales Force AutomationSales Force Automation


Structure of the Chapter• Introduction• Sales Force Automation• Benefits of CRM and SFA• Objectives of CRM and SFA Applications • Types of Sales Force Automation• Mobile Sales Force Automation• Understanding EDI• Functionality of SFA• Field Force Automation


IntroductionIntroduction

• There is a rapid change in scope and scale of business asking for networking among players in marketing organizations.

• Mass marketing and broad marketing are n longer practice

• Role of Information technology in sales and marketing is on a rise

• There is a need to update information at real time by the field sales force


Sales Force Automation Sales Force Automation

• It is a business management tool that records every sales opportunity that comes into the business from the first phone call to the closure of the business which should provide the organization with a single comprehensive solution that automates and streamlines all sales cycle in any business


Sales Force Automation Cont. Sales Force Automation Cont.

• Guiding Principles of Customer Focus Approach – Build customer experience– Develop customer insight– Build customer relationship management

programmes


Benefits of SFA and CRMBenefits of SFA and CRM• Cost of customer acquisition comes down• Profitability is enhanced• Direct relationship is built with field force• Greater accountability of field force• Real time management of marketing information

system• Helps in developing customer focused marketing

programs• Develops greater interaction and personalization

with customers


Objectives of CRM and SFA Applications Objectives of CRM and SFA Applications

• To increase revenue• To enhance per customer profitability• To increase in ROMI (return of marketing

investments)• To enhance winning sales approach • To increase sales executive productivity• To increase information flow for prudent decision

making• To promote sales executive retention and reduce

field force turnover


Types of Sales Force AutomationTypes of Sales Force Automation

• Lead Management – In this system, sales manager can find out who the

prospect is and how many of them can be converted into leads

– It answers the following questions • How long is the average sales cycle?• How does the company sales cycle compare with

customers?• How does the order book from one place look like?• What percentage of leads is converted to sales?• What is the lead time for a lead to be converted to an order?• How many sales call leads to an order makes in atypical

market?


Types of Sales Force Automation-Cont.Types of Sales Force Automation-Cont.

• Contact Management– It helps in organizing and managing customer data

across the enterprise and within a company’s client and prospect organization.

– It answers the following questions• Which set of customers was part of the recent promotional

program?• Who are the customers who have received the collaterals?• What is the client’s address and telephone numbers? Who

are the responsible personnel for the sales?• In which office is the client’s finance department?• Who is the purchasing agent for the client firm?• When is the next call? When it should be?



• Sales Territory Management– It helps in identifying sales territories, linking people with

territories and quotas allocated to them. It helps in identifying who is working where and what targets are given to them

– It answers questions like• Who is working where/• What is the average size of the territory?• What profile the territory has?• What quota is allocated to each territory?• What norms are used for allocating quota?• How does the sales pipeline look?• Who are linked to tele-sales executives from the field force• How sales people can be linked with industry experts?



• Knowledge Management– It helps in converting tacit knowledge available with sales

people into explicit knowledge inside the organization and make it available for other users

– The list of information that can be made available include• Sales Presentation slides• Company profile and phone list• Contract documents• Corporate policy handbook• Business Proposal templates• Sales expense report forms• Regulatory standards and recent compliance reports• Past sales and revenue Reports• New articles and press releases



• Product Specific Configuration Support– Sales Module– Services Management Module– Advanced Configuration Module– Order Capture Module



• Mobile Sales Force Automation Module – This is a sales force automation module made

available on mobile phones. This helps in disseminating information at ease and real time to the field force. It involves a process of making all information available to field force from a remotely located web server running a mobile application based software application and functioning same way like a palm top or laptop.


Understanding Electronic Data Interchange

Understanding Electronic Data Interchange

• There is a difference between electronic mail and electronic data inter-change.

• EDI sends structured messages in a standard format• EDI sends this message inside the organization• It is also from one application to other e.g. from

contact management application to knowledge management application

• It sends business documents and in standardized formats

• It can provide a complete and reliable audit trial of all messages transmitted through a network of sales managers and sales auditors.


Functionality of SFAFunctionality of SFA

• Interface with the campaign management software

• Conversations with Customers• Helps in enhancing sales management

functionality• Helps in account management• Integrates sales management function with

contact management system• It also helps in territory management and quota

allocation.


Field Force Automation Field Force Automation

• This is a hybrid model as it includes the service components. It includes field service and is also a part of sales force automation as it leverages the mobile work force management technology adopted by the sales organization.

• It is possible to integrate already existing sales force automation software with customer service component and this integration provides an integrated view of the customer and his requirement across the value chain.


Conclusion Conclusion

• The success and perfect implementation of sales force automation depends on how systematically sales organization has taken their sales process

• This helps in developing an efficient and well lubricated system where real time decisions are used for making sales decisions.

• SFA takes sales management process one step ahead due to implementation of information technology in sales and marketing.

412 33 Powerpoint Slides 5 Sales Force Automation Chap 5

Documents

Transcript of 412 33 Powerpoint Slides 5 Sales Force Automation Chap 5