Lords of sales, the solution to their problems is not tell systems that purchase you and install an SFA system, this will take you direct to a failure. Here, Fabrizio Freda expresses very clear opinions on the subject. What you should do is to structure a project of improvement in business productivity, where SFA is only one of the components (the technological component), but not the only one. The project should be structured by the commercial direction and must take into account the interests and expectations of the various groups: General company management address commercial advisors commercial Areas of commercial management once customer support understand and assess in detail the interests and goals of each of these interest groups, proceed to check if your commercial operation processes are aligned with these interests and if human resources are adequate to be able to run fully these business processes. When you validate this and propose any adjustments of the case, that’s where you can assess the possibility of systematizing something coherent. By the experience we have had in this type of projects, most importantly validate business processes are in line with the business strategy and to meet the interests and expectations of the clients. Equally important is to understand the expectations of sales force, who should adopt processes and should run them in consistently, this is what can ensure the improvement in productivity. After you do this work carefully, it is when you should call your manager of technology and consider their needs in terms of technological tools that support business processes, executed by the right people, to meet the interests and goals of groups of interest in commercial operation. For more information about this topic, or issues please contact us at or visit projects in the automation of the strength of sales original author and source of the article.. the discussion.