Sales companies have conventionally used CRM sales force automation (SFA) software to track leads and opportunities and manage contacts, accounts, pipeline, and forecasts to boost the sales team’s efficiency and effectiveness. However, these core SFA capabilities do not support the needs of the modern customer who demands streamlined, yet personalized, interactions over a range of rapidly digital, self-service, and mobile touchpoints.

This report assists application development and delivery (AD&D) professionals steer the current ecosystem of sales automation applications that extend the power of core SFA.