1. Sales and Distribution Management, 2e Dr Tapan K. Panda, Great Lakes Institute of Management, Chennai Dr Sunil Sahadev, University of Sheffield, UKCopyright 2011 Oxford University PressChapter 13: Sales Force Control

2. Chapter 5 Sales Force AutomationCopyright 2011 Oxford University PressChapter 13: Sales Force Control 3. 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 AutomationCopyright 2011 Oxford University PressChapter 13: Sales Force Control 4. Introduction 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 Copyright 2011 Oxford University PressChapter 13: Sales Force Control 5. 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 businessCopyright 2011 Oxford University PressChapter 13: Sales Force Control 6. Sales Force Automation Cont. Guiding Principles of Customer Focus Approach Build customer experience Develop customer insight Build customer relationship management programmesCopyright 2011 Oxford University PressChapter 13: Sales Force Control 7. Benefits 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 Copyright 2011 Oxford University PressChapter 13: Sales Force Control 8. 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 Copyright 2011 Oxford University PressChapter 13: Sales Force Control 9. Types 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?Copyright 2011 Oxford University PressChapter 13: Sales Force Control 10. Types of Sales Force Automation-Cont. Contact Management It helps in organizing and managing customer data across the enterprise and within a companys 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 clients address and telephone numbers? Who are the responsible personnel for the sales? In which office is the clients finance department? Who is the purchasing agent for the client firm? When is the next call? When it should be?Copyright 2011 Oxford University PressChapter 13: Sales Force Control 11. Types of Sales Force Automation-Cont. 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?Copyright 2011 Oxford University PressChapter 13: Sales Force Control 12. Types of Sales Force Automation-Cont. 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 releasesCopyright 2011 Oxford University PressChapter 13: Sales Force Control 13. Types of Sales Force Automation-Cont. Product Specific Configuration Support Sales Module Services Management Module Advanced Configuration Module Order Capture ModuleCopyright 2011 Oxford University PressChapter 13: Sales Force Control 14. Types of Sales Force Automation-Cont. 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.Copyright 2011 Oxford University PressChapter 13: Sales Force Control 15. 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. Copyright 2011 Oxford University PressChapter 13: Sales Force Control 16. Functionality 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. Copyright 2011 Oxford University PressChapter 13: Sales Force Control 17. 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. Copyright 2011 Oxford University PressChapter 13: Sales Force Control 18. 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. Copyright 2011 Oxford University PressChapter 13: Sales Force Control