FindThatSoftwareGlossary
SFA (Sales Force Automation)
Field-sales software that digitises beats, orders and retailer visits.
Definition
SFA, or Sales Force Automation, is software for field sales teams, especially in FMCG and distribution, that captures retailer visits, orders, schemes and beats from a salesperson's phone, replacing paper order books.
It is often paired with a DMS (Distributor Management System) so secondary sales and stock at distributors flow back automatically. Field adoption is the make-or-break factor.