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Sales Force Automation is a software functionality that automates the sales process to help manage and track sales opportunities and effectively priorities the sales effort. Used by successful sales teams, sales force automation gives visibility of a sales team’s pipeline right through the sales process, from initial inquiry to closure, making sure nothing gets missed. SFA can be used to automate what would otherwise be manual processes. Completing one task in the sales cycle will automatically trigger others, processing the lead through the stages.

For example, when a prospect completes an inquiry form on your website it can automatically create a new lead in your CRM. At the same time, SFA can trigger a task to be created for the sales team to follow up and for the lead to be added to an automated marketing campaign. You might also add workflows that assign the lead to different salespeople according to the lead’s geolocation or a demographic field on the inquiry form.