Understand SFA software before you buy it
Plain-English guides on field sales automation for FMCG, pharma and distribution teams.
New to SFA? Start here
Four reads, in order: what SFA is, what it is not, why it fails and how to choose.
- 1What Is Sales Force Automation (SFA)?Sales Force Automation is the technology layer that makes field sales teams predictable, measurable, and scalable.
- 2These Are Not SFA SoftwareSalesforce Sales Cloud, HubSpot CRM, Zoho CRM, Microsoft Dynamics 365, Pipedrive, Freshsales, Oracle Sales Cloud, SAP Sales Cloud, SugarCRM, and Agile CRM are CRM platforms - not Sales Force Automation software. Here is why the distinction matters.
- 3Why SFA Implementations FailThe five reasons SFA implementations fail - and what to do instead. Understanding why adoption stalls and ROI never materialises.
- 4How to Choose the Right SFA PlatformCheck the basics, then apply four tests - Execute, Adapt, Scale and Fit - and prove the SFA platform in a four-week pilot with typical reps before you sign.
Browse by topic
Every article sits in one of these.
Fundamentals
What SFA is, how it works and the metrics it runs on.
See all articlesUse Cases
The commercial problems SFA solves, one metric at a time.
See all articlesImplementation
From business case to a rollout your field team actually uses.
- How to Build an SFA Business Case for Leadership
- How to Choose the Right SFA Platform
- How to Run an SFA Pilot
Find your industry
Each hub collects the playbook, use cases and guides for one industry.
- FMCGPackaged goods sold through distributors to kiranas, wholesalers and modern trade, with reps on daily beats. The month is won on outlet coverage, lines per call and must-sell range.
- PharmaMedical reps detail doctors, while chemists and stockists decide whether prescriptions get filled. Rx, OTC and trade generics often run side by side under strict marketing rules.
- Agri-InputsSeeds, crop protection and fertilizers are sold in short seasons. Success depends on pre-season placement, farmer demand and whether stock liquidates before the season ends.
- Building MaterialsCement, tiles, pipes, plywood and paints sell through dealers, are recommended by masons, painters and contractors, and are specified on projects months before they ship.
- Consumer DurablesAppliances, electronics, fans and mattresses are won on the shop floor, through dealers, in-store promoters and the electricians and carpenters who recommend a brand.
- Auto and LubricantsIn the aftermarket the mechanic picks the oil and the part. Brands sell through distributors and spare shops, and win garages through loyalty programs and genuine-product checks.
- AlcobevBeer, spirits and wine cannot advertise in many markets, so the outlet is the brand's media. Each state sets its own rules, and bars and liquor shops need different field work.
- All playbooksBeverages, dairy, paints and more
Key metrics, defined
Short answers to the numbers your team talks about every day.
- Strike RateStrike rate is the percentage of outlet visits that result in an order. It is the leading indicator of field sales performance that most teams underuse.
- Order Capture RateOrder capture rate measures the percentage of outlet visits that result in a confirmed order. It is the conversion metric for field sales execution.
- Drop SizeDrop size is the average value of one order taken on a sales call. It is also called average order value or average bill value.
- Lines per CallLines per call is the number of different SKUs on one order taken during a sales visit. It shows how much of the range a rep actually sells, call by call.
- Cross-Sell RatioCross-sell ratio is the share of buying outlets that buy from two or more of your product categories in a period. It measures portfolio depth per outlet.
- Numeric vs Weighted DistributionNumeric distribution counts how many outlets carry a product. Weighted distribution weights that count by outlet sales volume. Both are essential field sales metrics.
What changed in the SFA market
And what it means for buyers.
Monthly RoundupsMonthly
What changed in the SFA market this month, and what it means for buyers.
First roundup in production
Annual ReviewsYearly
The yearly State of SFA Software review: market shape, what matured, what comes next.
First review in production
Why trust this site
No paid placement
Knowledge articles never name or rank vendors. No one pays to be listed.
Built for field sales
Beats, outlets, distributors and secondary sales. Not office CRM advice.
Facts over adjectives
Stats come from independent research only, never vendor-funded studies.