Software Advice studied a random sample of our interactions with small-business sales automation software (SFA) buyers to better understand their needs and preferences.

1. Software Advice BuyerView:
Sales Force Automation SMB
Software Report
Insight into today’s software buyer

2. Sales force automation (SFA) software is meant to help sales teams streamline
the sales process, gain visibility into the sales pipeline and provide real-time data
to help sales managers quickly make informed decisions. SFA software can also
help companies maximize profits by using fewer people to get more done in less
time.
To learn more about the methods prospective SFA software buyers currently use
and what functionality is most important to them, Software Advice analyzed a
random sample of 200 buyer interactions.
Key Findings:
• Nearly half (48 percent) of buyers rely solely on manual methods to manage
their sales activities, while a combined 32 percent are currently using a
customer relationship management (CRM) or SFA system.
• While many buyers in our sample seek contact management (83 percent) and
lead management (48 percent) functionality, just 17 percent seek reporting
functionality.
• As evidence that more businesses are learning to use technology to extract
maximum profit from smaller teams, 61 percent of our buyers are from very
small companies.
Abstract

3. While a third of buyers are currently using a CRM or SFA system, nearly half of
buyers still rely on manual methods to manage their sales activities.
Many Still Use Manual Methods
Manual methods48%
CRM/SFA software20%
Manual and CRM/
SFA software8%
Nothing7%
Other multiple
methods7%
Industry-specific
software
5%
Proprietary CRM/SFA
software
4%
Other3%
N = 200

4. Nearly one-third of buyers (28 percent) say they want to be more organized, and
are seeking a SFA system to help them achieve this goal.
Largest Percentages of Buyers Are Focused on Organization
N = 200
Improve organization
Unhappy with current system
Current doesn't support integration
Current is missing features/functionality
Company growth/transition
Need better lead management
Time to update
Other
0% 5% 10% 15% 20% 25% 30%
10%
6%
10%
10%
14%
17%
21%
28%
Percent of sample

5. While many buyers in our sample seek contact management (83 percent) and lead
management (48 percent) functionality, just 17 percent seek reporting.
Contact and Lead Management Trump Reporting
Contact management
Alerts/notifications
Lead management
Email integration
Interaction tracking
Note-taking
Task/follow-up management
Calendar integration
Reporting/forecasting
Other
0% 15% 30% 45% 60% 75% 90%
17%
17%
21%
23%
43%
46%
48%
48%
48%
83%
Percent of sample N = 200

6. Over half of buyers (61 percent) are from companies with less than $1 million in
annual revenue.
Majority of Buyers Are From Very Small Companies
Less than $1 million61%
$1 - $5 million24%
$6 - $25 million13%
$26 - $50 million3%
N = 200

7. Seventy-one percent of sales force automation software buyers have 10
employees or fewer.
Majority of Buyers Are From Very Small Companies
N = 200
118%
2 - 532%
6 - 1021%
11 - 2014%
21 - 508%
51 - 1005%
101 - 5003%
More than 1,0011%
501 - 1,0000%

8. Buyers also tend to have small teams: The majority (73 percent) request software
for five or fewer users.
Majority of Buyers Are From Very Small Companies
126%
2 - 547%
6 - 1018%
11 - 208%
21 - 502%
N = 200

9. Read the full report
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10. Software Advice™ is a trusted resource for software buyers. The company's
website, www.softwareadvice.com, provides detailed reviews, comparisons and
research to help organizations choose the right software. Meanwhile, the company’s
team of software analysts provide free telephone consultations to help each
software buyer identify systems that best fit their needs. In the process, Software
Advice connects software buyers and sellers, generating high-quality opportunities
for software vendors.
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