Sales Force Automation (SFA) Automation system of sales

In the field of sales the class of systems, conditionally called SFA (Sales Force Automation System) or SFM (Sales Force Management System) is engaged in automation of routine transactions. In world practice the SFA system is usually delivered as a component of CRM.

Statistical data prove inefficiency of activity of any organization without competent planning of sales process. It is for certain known that 60 % of the companies for this reason stop the existence in the first three years after creation.

Automated system of sales

For any business of an important component of success competently built system of sales is. If in quickly growing market it can forgive errors and slowness, then in hard times and at the high competition it should work exclusively precisely, allowing a minimum of errors. In fights for a market share the strongest survives, and the system of sales is the very powerful weapon capable it is essential to change alignment of forces.

System of sales management

The management system for sales of SFMS provides information on all clients in the form of tables, charts, diagrams. The manager should not spend time for their drawing up. During the work with Sales Force Management System the manager possesses the complete information about orders that gives it the chance timely to react to change of a situation, to make necessary recommendations the subordinate, to check a product inventory and to adjust the system of discounts. Read article of "SFMS"

Functions

• Contact management  — storage and updating of customer information, a contact history, information on points of cyclic sales and needs of the client in products of the company;
• Management of activity  — drawing up and maintaining the business diary of the sales representative;
• Management of communication  — data transmission by means of the modem or the mobile phone and also ensuring safety and replication of information;
• Forecasting  — sales planning and also search and the analysis of forecasts of the different research organizations and marketing researches of own divisions;
• Capability management  — implementation of the different schemes attracting potential clients;
• Order management  — online access to information on existence of goods in a warehouse and also order placement on production and delivery of a required product;
• Management of documentation  — development of standards, reports, information and promotional materials.
• The analysis of sales  — use of statistical data for sales strategy improvement.
• Product information management  — storage and data-refresh about characteristics of goods, price range, existence of alternative products.
• The encyclopedia of marketing  — updating of information on products, new products, the prices, advertizing campaigns, the systems of discounts and also results of researches and information on competitors.

Classification

Distinguish SFA systems on connectivities to network. If SFA is configured on on-line work, then employees enter data into the central base by means of network of different degree of security or using an internal resource. So-called "Push" - clients enter data into the system, when filling all necessary points the input device is synchronized with the central database, and information is updated. Thus it is possible to receive necessary reference books, tariff groups, prices. During the work as off-line data are entered in the device which does not interact with the central database. Synchronization and updating of information happens through certain time at emergence of a connectivity to network. For example, the sales representative can make it houses or at office.

Hardware platforms

Notebooks based on operating system Windows or the tablet computers supplied with the touch display are convenient for sales representatives who need to do the presentations or to acquaint the client with certain visual information and also if the manager works in the conditions of office and does not make numerous departures. The CPC based on one of mobile operating systems, such as Windows Mobile Symbian Palm OS, are irreplaceable for the employee working at departure. It is convenient if CPC it is equipped GSM/GPRS, GPS modules, the camera. It will give the chance to collect and systematize data, to transfer them practically from any place, to photograph required objects. And by means of GPS control over movement of the sales representative is exercised. Advantages of this hardware platform are obvious: it is portability, functionality, ergonomics, rather low cost, work duration without recharge.

Selection terms of SFA

The company management should not spend time for adaptation of an information system, and be engaged directly in business development. Application of a complete set of solutions for the SFA system, but not its separate components is considered the most advantageous. It allows to use all available services and also provides additional functionality of the CRM module. Standard set is the hosting of applications, integration with the existing systems, ensuring availability of programs, remote control with users, devices, data. The largest foreign companies which work and on the Russian market, most often use individually developed solutions for automation of sales. But a current trend is standardization and unification. Though there is no uniform corporate standard in Russia still. Company CDC (The center of corporate developments) is the leader in deliveries of the SFA systems for business. She offers the boxed Optimum system which is characterized by speed and simplicity of implementation. This system is irreplaceable for the enterprises of small and medium business working on typical circuits. Steady revenue growth of the Russian population, and respectively, and demand for different goods and services leads to quality improvement of customer service and partner interaction. The main thing at implementation of SFA as any other information system, the competent organization and administration of the project is. Selection of the special curator who will be engaged in setting of specific objectives and control over their execution will be useful. Also creation of motivation at personnel upon transition to a new management system is important. For this purpose there are training programs of managers and sales representatives or the management program for changes of change management.

Problems

The companies implementing automation systems of sales in practice face a set of problems. Insufficient personnel training and misunderstanding of operation principles of a system is considered the most relevant of them. Employees in the course of work purchase certain own customer base and do not wish to share it with the colleagues or chiefs. They do not see in it sense, and substitute it for own tranquility. Some companies apply the system of a carrot and stick, i.e. penalties for non-compliance and encouragement for following to a system. But it is not an exit. Solution is competently organized personnel training from the initial stages of system implementation. It is important to inform of a sales process automation entity employees. It is necessary to give to managers the answer to a question as a system helps to qualify clients and to increase sales volume. Then it will become clear to them that the efficiency considerably increases. The head is faced by a task to find out possibilities of system provider on ensuring individual training of personnel of the company. You should not neglect introduction of institute of coaching.

Other problem is the lack of due coordination between different divisions of the company, for example, between call center, marketing department, sales department and the regional distributor centers. Each of these divisions has the purposes and tasks. Integrates their following of the general trend of customer service. It means that strong points of activity of each structural unit of the company should match and pursue the service quality improvement aim. With clients each of components of the organization has a common ground, it is important that they were identical. Solution is in adjustment of communication channels by means of what all divisions will be integrated into a whole. There has to be also a unification of sales channels, whether it be traditional or mobile sales, on-line shops or distributor networks. The automation system of sales allows the management to estimate efficiency of product sales and to analyze consumer activity of clients. Also approval at collection of information about the client matters to avoid troubles, for example, on delivery of the product ordered in online store. Thus, the system capable to integrate all information which is available in the company is necessary and to make it available to each division.

Some companies do not realize a cost structure, required on implementation of the project. According to Gartner Group only a half of all means going for acquisition of SFA are spent for hardware and the software. Other means are spent for ensuring communication and installation of a system. For many the fact that in the course of use additional expenses on service are necessary is surprise. If to weigh advantages and shortcomings of implementation of SFA, it is possible to come to a conclusion about its unprofitability for the small companies. For them the alternative is offered. The delivery pattern on a hosting gives the chance to quickly implement a system, having spent the small amount at the initial stage and also to receive the cost forecast on operation. The scaling option according to the number of users is especially valuable.

The illiterate choice of a system is one more reason of insolvency of SFA. It can be both underestimation, and revaluation of opportunities of the company. Cases of investment of capital in complex multifunction systems which could not be implemented for 100 % are known. So the company did not need a similar system, on fairly spent for its acquisition. You should not forget also about a possibility of change of strategy of business. The companies are exposed to merges and absorption, the products made or given by the company radically change. With respect thereto also requirements imposed to a management system for sales naturally change.

So, for successful system implementation of SFA which will increase company performance it is necessary to designate previously functional duties of each employee, to formalize business process, to identify the employee having authority at the management and capable the most part of time to devote to work on the project.

In the field of sales the class of systems, conditionally called SFA (Sales Force Automation System) or SFM (Sales Force Management System) is engaged in automation of routine transactions. Let's consider difficult tasks which should solve the SFA systems for telecom operators.

Market assessment

2018: Growth by 12.8% to $6.9 billion is Gartner

The amount of global market of automation systems of sales (SFA) in 2018 reached $6.9 billion, having increased by 12.8% of rather previous year. At the end of June of the 2019th analysts of Gartner in the "magic quadrant" (Gartner Magic Quadrant for Sales Force Automation) reported about it.

Experts carry the fundamental systems intended for automation of routine transactions in the field of sales and also processes and administrative duties of specialists in sales to the solutions SFA.

Magic quadrant of Gartner in the field of automation systems of sales

The rating of Gartner allows to estimate a position and reputation of vendors, considering not only quality and possibilities of products, but also the strategy of the company and the processes of work put in products of methodology and the used technologies. 

From hundreds of different software products for sales management, "the magic quadrant" of Gartner annually includes no more than two tens. In 2019 bpm’online CRM system from the Russian company "Terrasoft" entered the rating of the best solutions for automation of sales again.

This product was highly appreciated in a research thanks to a full range of tools for management of customer service. The technologies put in a product and reference processes help the companies to increase quality of interaction with each client, regardless of the communication channel worldwide, analysts note.

bpm’online passed from group of applicants (Challengers)  to leaders (Leaders) (their number also included Salesforce, Microsoft, Oracle and SAP) thanks to permanently appreciation of quality from reference clients, to improvement of functionality of a product and efficiency of deployment — it is specified in the report.

According to analysts, bpm’online offers "the unique strategy" of support of partners in implementation in key geographical regions, encouraging not only installation of the software, but also development of custom solutions which can be sold in app store of the producer.

Besides, Gartner praised bpm’online for the user-friendly and modern user interface, for use of predictive analytical models and simplicity of administration.

At the same time the clients polled by Gartner say that they are interested in bpm’online less, than in products of other producers from group of leaders of "a magic quadrant". Such situation develops partly because bpm’online not so actively in comparison with competitors uses the innovation ideas and moves ahead on social networks.

One more problem of bpm'online — a small market share. For example, in the Pacific Rim, less than 15% of users of automation systems of sales are the share Latin and Central America of the Russian product. In North America the indicator does not exceed 20%. bpm’online shares much less, than at other leaders of "a magic quadrant".

At last, clients noted that work with bpm'online requires more also better online training.

Speaking about pluses of software of Microsoft for support of sales, Gartner pointed to an extensive ecosystem of applications, a scaling option and integration and also a wide scope.

The market of automation of sales increased by 13%. "Террасофт" in leaders

Shortcomings of Microsoft following: less high level of a customer support in comparison with competitors, null information about future functions and products and also unwillingness of the company to invest in vertical solutions therefore customers should select the partner in implementation carefully.

Diverse vertical solutions are plus for Oracle. Besides, analysts note the correct product development strategy and wide experience of implementation at the American corporation. As for criticism of Oracle, it is connected with difficult processes and difficulties of management of them.^[1]

All about the client: bases, billing, call center

Sales processes in many respects are defined by that whom is the potential buyer. For example, depending on the history of relationship of clients with operators of the first it is possible to separate into three groups: new, current and former.

Operators "obtain" information on new potential clients in the market – for example, using databases of news agencies, and the SFA system should be able to import data from them. It is desirable that in addition it had a possibility of online integration – thus the relevant information about potential customers will be available to operators in SFA.

Valuable source of information on the current clients – the operator. Data on the services consumed by them, payment methods, wishes and so forth contain in a billing system, in data of call center and other ICs of the operator – the SFA system should provide convenient access and to them.

The former clients "were also "marked out" in the IC of the operator. Moreover, often call centers possess information on why the company lost the client, and it, in turn, will help the operator to carry out "correction of mistakes" and, perhaps, to return him.

Also other classifications of buyers, for example, for segments of B2B, B2C, B2O which are detailed further are possible. The sales department has the specifics of work with each selected sector. The SFA system should be able to distinguish them and to allow to work with each of them by rules, specific to it.

Purchase subject: active product catalog

The operator renders to clients of service and can sell goods. At the same time services can be rather difficult and be provided with various resources of network. The customer, in turn, should see the purchase subject, adapted, clear and useful to it, satisfying his final requirement and not to think of technical details.

The functionality of work with a product is provided by special solutions, and for SFA their part under the name "active product catalog" is interesting. Its architecture is aimed at fast assembly, combination and an output to the market of products and services and also process management of their providing, support and billing. The SFA system is obliged to be able to operate with entities of "an active product catalog" as the sales manager should not spend time for decomposition of a final product for services and resources. In turn, if the potential client wants to purchase a product which technically cannot be provided at present (there are no resources of network), the manager needs to understand, what is the time and what quantity of resources it will demand, and, respectively, how profitable the company. And there is one more, important for a SFA class of solutions – the systems of assessment investment projects and work with the feasibility study.

Business processes: time of changes

The support system of sales should allow different business sales processes for clients from different segments. And on some steps they can have the general sections and involve the same specialists. It is convenient when such "common part" does not require repeated setup for each segment, and allows to make it once the general for all business processes.

Example of the organization of sales process in the geographically distributed company (the Source: "Petter Service", 2012)

The SFA system is obliged to consider the fact that business sales process can often change, and it should be a regular task, but not require a large number of forces and time. The regular possibility of making changes in business processes without considerable participation of system developers of SFA should be provided.

At design of business sales process one more important problem – coordination and synchronization of participants of process will be solved. Especially relevant this moment is during the work with the large corporate clients distributed across all Russia. Here harmonious work of all branches of operator is required, and SFA should allow the company to obtain quickly information on activity of all departments.

Data arrays: structuring and mailing

During the work with the segment allowing a huge number of clients before the SFA system there can be a number of specific tasks, such as exception of duplication of data, organization of bulk mailings and call-down through call center and also job sharing between employees of sales.

Data on potential clients come to the SFA system from different sources, therefore, they can be duplicated, at the same time not always information, for example, the address, it is provided in the same type. Respectively, SFA should have the mechanisms allowing to exclude such situation and is desirable to eliminate duplication, at a data loading stage in a system.

During the work with a large number of the same potential clients there is a question of the systems allowing to make the bulk mailing containing at the same time the individual data directly related to the addressee. For this purpose there is also software, and the support system of sales is obliged to be able to interact with it.

In addition, SFA also should be integrated with call center which specialists carry out mass call-down of potential buyers, revealing their interest in services of the operator. Optimum, if the stage of call-down is a part of business process in SFA – then the sales manager will be able to obtain all customer information at once and quickly to begin to work. It, in turn, can demand any special algorithms of distribution of potential clients between specialists of sales department for the purpose of increase in efficiency.

Geographical territory: queue and distance

The geographical territory in which clients of the operator are located can be divided into the service areas distributed between specialists of sales department.

Example of distribution of clients by areas of responsibility

Grouping of clients on the basis of the address will allow managers to work more effectively and not to spend time for long moving. Besides, the tool of assessment of load of the specialist in sales which if necessary will give the chance to redistribute his clients on others is convenient.

One more method – the organization of queue of the work allowing to balance loading of employees and not to allow "idle time". In addition, a system should provide job redesign – if for any reason for the operator it is required to make it.

Workplace: synchronization and mobility

The SFA system should consider that often main tool of the specialist in sales – the client application of a system of joint work (for example, MS Outlook) with the schedule of meetings, at the same time on the way at it is not always access to the PC.

It is convenient if the list of meetings appointed in SFA is synchronized with the system of joint work (for example, MS Exchange) and becomes available in client applications (respectively, MS Outlook) on any devices – notebooks, tablet PCs, smartphones. At the same time it is optimal if the separate application SFA for this purpose is not required.

Synchronization of data shall be double-sided – it will allow the manager to react quickly to all changes and at once "transfer" the client to other specialists that, in turn, will improve image of the operator and will allow to show coordination and technical skill of his work.

Reporting: standard and need

Undoubtedly, an important component of any SFA system is the reporting which will allow to estimate overall effectiveness of sales, to make forecasts for the future and to check work of each specific employee.

SFA should support both a standard set of reports, and specific requests which will help to estimate compliance of the actual sales volume to the sales plan, efficiency of call center, volume of the planned income on the attracted clients, etc. At the same time it is better if it can be made in the third-party system of reports which, in addition to regular, will allow to create reports on a request and to conduct researches on data of sales.

Market: difference in parts

In world practice the SFA system is usually delivered as a component of CRM.

All leading suppliers propose the qualitative, worked solutions which well proved based on implementations. The western developers position SFA as a part of CRM – often happens so that the emphasis in functionality of SFA is placed on integration with CRM, and its development as independent solution with own problems and tasks is considered as an additional task.

World suppliers generally bring universal solutions which can be applied in different sectors to the market. It is obvious that in addition to advantages such approach has the shortcomings – building a universal information system, it is difficult to observe all industry standards at once. For example, integration with a billing system of the operator is specific to the telecom operator, and SFA should be able to do it well.

The domestic CRM/SFA market in the sector of telecommunications and communication from the point of view of suppliers differs from world - on it also domestic manufacturers are provided. It is quite expected as localization of a product and specificity of the market is important for the end customer.

Classical functionality of SFA

• maintaining relations with potential clients
• product management
• ensuring business sales process and its flexibility
• document flow
• management of working time, integration with means of collective work (MS Exchange/Lotus Notes)
• funnel of sales and other statistics and reporting
• sales planning

Usually solution providers offer classical functionality of SFA. Differences of solutions are shown at integration of support system of sales into an information structure of the telecom operator and attempt to automate the mass tasks connected with the large volume of potential clients.

In general the support system of sales is demanded in business of the telecom operator and allows to raise efficiency of divisions of sales due to reduction of a sales cycle and its automation. Key characteristic of SFA is capability to close integration – perhaps, in this case it is more important, than functional saturation. Good capability to integration can potentially be expected if proposed solution is developed according to industry standards, for example, for telecom operators - with Telecom Application Map (TM Forum). Besides, the great value is purchased in this regard by orientation of the potential solution to the Russian market and localization.

Read Also

• CRM
• Sales Force Management System (SFMS)
• Sales Performance Management - Performance management of sales
• Sales Force Management - Sales management
• Sales & Operation Planning is Sales planning and operating activities
• CPQ (Configure, Price and Quote) of software for optimization of sales

• What the support system of sales should be able to do

Notes