THE EFFECT OF SALES FORCE AUTOMATION ON SALES PERFORMANCE IN THE CASE OF COCA COLA BEVERAGE AFRICA

Abstract

The most dominant feature of any company is sales of their product(s) because it support any business’ survival, Selling entails the use the use of Sales force Automation, currently the Coca Cola Beverage Africa are applying sales force automation in order to strengthen the sales performance but there were some gaps on their effectiveness usage. This paper aims to find out the effects of sales force automation on sales performance of the case company Coca Cola Beverage Africa, the researcher used a casual design and adopted Quantitative and quantitative methods of data analysis, data was collected from most of the population of the study, 119 respondents sales persons working for the CCBA filled and replied were found valid for analyzed, in addition in order to know the relationships of the variables, Structured questionnaires were administered to the respondents, the researcher also used regression analyses to see the effect and correlation data analysis technique to see the relationship between Sales force Automation and Sales Performance, Multiple regression analysis were applied to test the hypotheses. The results of the hypotheses tested indicate that almost all independent variable (order, forecast, compensation, account, and pipeline automation) has a statistically positive significant effect on sales performance. The findings from this research inferred that from the dimensions of Account Automation, Order Automation, Pipeline Automation, compensation Automation and Forecast Automation appeared to be significantly correlated and are significant predictors of sales performance., The study finally recommended that the firm should increase its usage of sales force Automation which enhance the performance of the firms sales, the study also suggests that future research related to sales force Automation should be analyze in-depth for all soft drink industry , to beverage industries as well as to the other industries across the country.