Sales Force Automation Presentation - Unitedworld School of Business

7/28/2019 Sales Force Automation Presentation - Unitedworld School of Business

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Marketing Project


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Sales Force Automation

Sales force automation(SFA) is a technique of usingsoftware to automate the business tasks of sales.

SFA perform diverse task like

Order processing Contact management

Information sharing

Order tracking

Customer management

Sales forecast and analysis

Inventory monitoring and control.


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Purpose of SFA

Increase Revenue: Improve day to day operationand give competitive advantages.

Reduce cost: Reduce the amount of time salesforce spends on administrative and other non-sales related task , hence reduce the cost of sales.

Increases availability of customer information:SFA allows different departments and individualin a organization to access specific informationabout their customer.


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Cont.

Sales forecasting: AS SFA are equip with moresophisticated tools, it help to do salesforecasting. SFA help managers to successfullypredict sales and make intelligent business

decisions. Improve tracking by management: SFA allows

managers to better monitor the activities of thesales force by reporting on the activities of the

sales force. SFA also allows managers to comparethe sales force progress with all other territoriesor teams.


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Case study: Hewlet Packard(Dyche , 2002)

Hewlett Packard (HP) is one of the world largest and

most successful information technology organizations thatoperates in nearly every country. HP markets its products to

households, small to medium size businesses and enterprises,

both directly, via online distribution, and indirectly through

consumer-electronics and office-supply retailers, software

partners and major technology vendors. HP was always

thought of as an innovative organization focused on

delivering an industry-leading customer experience. For this

reason, in the nineties HPs. CRM program director Mike

Overly was in charge of rolling out a worldwide CRM programthat included a complex SFA system. The following sections

will discuss what HP did, their main challenges in

implementation, and the results and learning from the

experience


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What HP did

Mike Overly and his CRM team knew that in order to deploy aglobal CRM solution they would need to influence the entire

organization. HP chose an FSA system from their business

partner, Oracle. With the introduction of the new system HP

had to phase out numerous data, business processes and

technology systems. HP goal was to provide the companys

global sales force with an automated and standard way to

perform contact management and account planning.

Everyone had their own rules and guidelines about managing

their customer activities, Overly said. But what makes acustomer happy is pretty universal (Dyche, 2002, p. 99). With

customer activity data in an Oracle customer database.


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HP could provide a remote salesperson with

the ability to track a customers activities

across organizations. For instance, the SFA

system allowed a salesperson to find out

which of his/her customers contacted a

company help desk, or could check up on how

particular customers were doing in terms of arecent marketing campaign.


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The Challenges

Implementing a worldwide SFA system obviously resultsin many challenges and HP was no exception. Overlyexplained that the most challenging aspect of the SFAimplementation was creating a uniform system for thediverse sales force. Overly and his team found that no

matter where in the world they went, the salesrepresentatives shared a common goal of being assuccessful and productive as possible; however, every salesperson had a preferred way of getting the job done. Duringthe SFA system implementation Overly and his team had to

overcome habits and assumptions that were often not onlyorganizationally ingrained but also culturally embedded.However, Overly was committed to creating an HPsolution, and he worked with Oracle to design a


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Cont..

system that allowed the sales force to customize their interfaces toinclude client information and contact activities as well as data from

external news sources and the global financial markets. HP also developed

a training program in order to help the sales force apply the technology to

their specific job.

Results and Learning

Overly measured the overall success of the system based on three

primary measures increased revenue, decreased costs and industry-

leading total customer experience. The overall results from the SFA

implementation were positive and Overly was confident that the systemwould continue to pay off in the future. Overly was reluctant about

estimating the revenue generated by the SFA system, however his

optimism made it clear HP expects additional revenue to be generated by

the improvements resulting from the system.


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Cont

Based on his experience with HP, Overly advisedother organizations that might be deploying CRM tobe mindful of three success metrics. First, organizationsshould obtain sustained executive presence, meaning

that executive leadership must be engaged throughoutthe CRM lifecycle. Second, organizations should alwayskeep one eye on the problems of today, and the otheron tomorrows problem. Third, organizations need toensure change leadership, with emphasis on the world

leader. Finally, Overly stressed that Every day there anew challenge you need someone who has a goodunderstanding of the problem and the authority to fixit.


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Campus Overview

907/A Uvarshad,

Gandhinagar

Highway, Ahmedabad

382422.

Ahmedabad Kolkata

Infinity Benchmark, 10th

Floor, Plot G1,

Block EP & GP,

Sector V, Salt-Lake,

Kolkata 700091.

Mumbai

Goldline Business Centre

Linkway Estate,

Next to Chincholi Fire

Brigade, Malad (West),

Mumbai 400 064.


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Thank You

Documents

Sales Force Automation Presentation - Unitedworld School of Business