Evaluating the Benefits of Using Sales Force Automation Technology in the Palestinian Commercial Firms

In the light of global markets’ current trend, the Palestinian market has recently witnessed consecutive implementations of different sales technologies by leading firms in different industries; one of these technologies is the sales force automation (SFA) technology. However, in spite of the fact that the adoption and use of sales technologies have been attractive topics for IT literature over the last two decades, the Palestinian empirical studies remain silent in this regard; leaving the outcomes after implementing and using the SFA technology in the Palestinian market unveiled yet. Consequently, this study tries to unfold the outcomes of SFA usage and uncover whether this technology tells success or failure stories among the Palestinian firms applying it. Based on literature review and a case study of SFA implementation by one of the leading Palestinian firms, a group of outcomes were modeled to measure the realization of SFA technology benefits from three perspectives; sales managers, salespersons, and customers. The results show that using SFA technology in the Palestinian commercial firms has achieved all of its expected outcomes as indicated by responses of sales managers, salespersons, and related customers who totally appreciate this technology and its key benefits.