SFA Adoption: Empirical Evidences from a Case Study


  • Silvio Cardinali Polytechnic University of Marche
  • Gian Luca Gregori Polytechnic University of Marche
  • Paola Palanga Polytechnic University of Marche




Sales Force Automation, SFA, Sales Management, CRM


Understanding how technology investments create business value is a research priority in today's technology-intensive world. Drawing on a literature review as well as a qualitative study, this research suggests that sales technology can support both: externally focused tasks towards managing customer relationships and internal administrative tasks. To unleash its real potential, sales technology should be designed to enable customer relationships rather than being perceived as a cost cutting tool. Today organisations are forced to constantly invent new ways of interacting with the customer to increase customer loyalty and to decrease the possibility of commoditization. This paper will focus on Sales Force Automation (SFA) and its increasing importance. It will explore the purpose of SFA, its advantages and disadvantages, and its future impact on organisations through a qualitative research study: the authors investigated a small company operating in the business-to-business services sector to obtain practical feedback on the organisational and individual implications, the potential benefits and the problems related to adoption of an SFA system.

Author Biographies

Silvio Cardinali, Polytechnic University of Marche

Management Department - Economics Faculty "G. Fuà"

Gian Luca Gregori, Polytechnic University of Marche

Management Department - Economics Faculty "G. Fuà"

Paola Palanga, Polytechnic University of Marche

Management Department - Economics Faculty "G. Fuà"


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