Regular HUB readers will know that at SalesWays we are constantly looking to improve sales performance using technology – that’s been a mission of mine since my early career in sales and my first personal computer. This is referred to as “sales force automation” and I’ve never really liked the term. It sounds too military for me—I see images of rows of salespeople lined up in battle formation. SFA spun out from “contact management” which involved PCs maintaining databases of names, addresses and other customer data. Attempts to store details of sales opportunities morphed it into SFA. As the information expanded in scope and involved workflow between other departments in the company, the terminology Customer Relationship Management (CRM) took over and quickly became the norm. Now most people are confused between SFA and CRM—trust me, my company sells both products and we find it hard to quickly convince people of the difference.