Sales Force Automation (SFA) is a feature or a part of CRM which automates various business tasks. SFA will help the companies to retain their customers and to increase the revenues. This technique makes the work much ease in the different areas of sales such as contact management, inventory monitoring and control, order processing, order tracking, customer management, sales forecast analysis, information sharing and employee performance evaluation.

SFA also monitors the way salespeople interact with customers and with its potential clients. The main aim of SFA software is to make the work easier and to enhance the sales per day, and thereby increasing the sales revenue. To achieve this goal the software offers a collaborative system for the executives and salespeople to view the progress of various leads and actively manage these sales pipelines. Even though, SFA is a feature of CRM, it is not always necessary that CRM implies to automation of sales tasks.

The present day Sales Force Automation also gives provision for the customers to capture the detailed information about various sales.