THE IMPACT OF SALES FORCE AUTOMATION ON SALES PRODUCTIVITY
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THE IMPACT OF SALES FORCE AUTOMATION ON SALES PRODUCTIVITY
This research assesses the impact of Sales Force Automation (SFA) on sales productivity. Objectives are: (1) to measure the increase in productivity due to SFA, (2) to identify key features of SFA that contribute to productivity, and (3) to analyze user satisfaction with SFA tools. A survey design is chosen for its ability to provide quantitative insights from numerous respondents. According to Taro Yamane's formula, the sample size is 370, providing a reliable dataset. The study focuses on the pharmaceutical industry in Lagos, Nigeria, known for its extensive use of SFA. The reliability coefficient score is 0.89, indicating high consistency. Findings show a substantial increase in sales productivity due to SFA, with features like automated reporting and real-time data access being particularly beneficial. Recommendations include encouraging the adoption of SFA and providing training to maximize tool utilization.
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