UPGRADING THE FORCE

Sales force automation is continually evolving. Brand marketers that have implemented some degree of sales force automation in the last few years are now working on the next generation. Not only is the available technology changing, but so are the possible applications."Historically, sales force automation systems and processes have focused on productivity aids, based on internal information," said

Sales force automation is continually evolving. Brand marketers that have implemented some degree of sales force automation in the last few years are now working on the next generation. Not only is the available technology changing, but so are the possible applications.

"Historically, sales force automation systems and processes have focused on productivity aids, based on internal information," said Dave Carlson, division president of IRI Software, a unit of Information Resources Inc.

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