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Sales Force Automation

Oracle Sales Force Automation (SFA) is a sales automation application that collects and connects customer and operational data in a CRM to help sales professionals understand their customers and automate tasks throughout the sales process.

Oracle Sales Force Automation Product Tour
Explore the product's features and capabilities
Does your CRM leave money on the table?

Read our latest report to see how sellers really feel about their CRM and what can be done to improve their situations.

Oracle Sales Force Automation capabilities

Complete customer data

Use clean, complete customer data to gain a deeper understanding of your prospects and customers across all interactions. Eliminate the time wasted hunting for information and provide sales teams direct access to critical customer insights. Easily enhance those insights with AI-fueled, first- and third-party data to better engage with your prospects.

Making sense of data quality and enrichment (PDF)

Smart user experience

Eliminate mind-numbing data entry and endless clicks with CRM sales tools that automate administrative tasks so you can focus more time on your customers and closing business.

New virtual sales capabilities

Simplify the sales process with a CRM sellers want to use. We’ve made it easy for sellers to search and enter data using simple commands and keystrokes, explore all customer information and activity in a comprehensive view, and gain insights into individual and team performance with an interactive dashboard.

360-degree customer view

Give your sales reps the tools need so they can spend more time selling and less time hunting for customer/prospect information. Provide them with the complete picture. Augment your customer records with CRM and back-office systems data that’s collected and enriched with verified, third-party customer and company data.

Task-based user interface

Enable your sales teams to take quick actions—complete daily tasks, see upcoming closing opportunities, and immediately accept hot leads. Customize their selling experience and organize dashboards with critical sales insights in a format that works best for each unique person.

Searchable workspace

Find actionable intelligence faster through a single, customizable view of accounts, opportunities, leads, and contacts—all aided by high-performance search.

Efficient records management

Easily update appointments and tasks, complete call logs, assign follow-ups, and add contacts through a system that’s fully integrated with popular email solutions (Outlook, Notes, Gmail) and collaboration suites.

Sales/marketing collaboration

Benefit from a holistic view of sales and marketing engagements. View the complete marketing engagement history, add contacts and leads directly to marketing campaigns, and provide feedback on effectiveness and interest.

Visual builder

Leverage Oracle Visual Builder to rapidly create and deliver custom web and mobile applications that further boost sales productivity and complement Oracle’s core sales cloud solution.

Guided selling backed by AI

Personalized guidance and holistic sales intelligence, strategically deployed will help sellers sell more. Embedded AI increases CRM adoption, improves data integrity, and helps reps sell faster, smarter, and with the right focus.

Connected business planning

Create and assign business plans for accounts, partners, and territories to align with your go-to-market strategy. Define and strategize ideal targets, opportunities, product mix, and offers so sales reps stay focused and accountable.

Account prioritization

Target the best accounts and opportunities using a transparent and easy-to-understand account scoring model. Uncover new best-fit accounts in your addressable market to drive sales growth.

Strategic account planning

Build comprehensive account plans to nurture relationships, decide what to sell, how to sequence and structure deals, and secure visibility across complex organizations/accounts.

Personalized sales playbooks

Track progress on commercial and technical qualifications, follow recommended sales paths unique to each deal, and employ personalized sales coaching and guided help tailored to each person’s skill level and expertise.

Intelligent lead and opportunity guidance

Prioritize leads most likely to convert, analyze win probabilities as deals evolve, and get AI-recommended next-best actions to keep sales engagements on track.

Optimized sales activity

Automatically assess the effectiveness of sales activity and alert both reps and managers to deals that need attention, along with AI-backed recommendations for how to effectively re-engage.

Strategic account engagement

Create more revenue opportunities by pinpointing dormant accounts with the potential for new business, and proactively scan for potential risk at active key accounts to ensure optimal attention is given to every account.

Real-time account intelligence

Set reps up for success with firmographic data and real-time news signals, so they’re prepared for every sales conversation.

Sales productivity tools

Leverage the tools, systems, and devices that you already use and easily access and update CRM data from these channels:

Oracle Sales Mobile app

Boost productivity while on the go with an actionable home page and a new search experience, plus a biometric login and native device integrations to simplify your daily sales tasks.

Oracle Sales Assistant

Reduce the barriers your sales team faces when accessing critical records. Provide them with a digital assistant to update opportunities, pipeline, appointments, and daily sales tasks with ease—even while on the go.

Integrated email

Eliminate the time needed to switch between CRM and other applications. Without leaving email, your sales reps can use their CRM to make quick edits to opportunities, schedule meetings, log notes, and more.

Integrated collaboration

View and update Oracle Sales data in the familiar collaboration tools you already rely on.


Quickly find and edit records within your workspace from any device. Curate lists with your most relevant sales records and drive better sales outcomes by filtering your most important accounts, contacts, and opportunities.

Smart Lists

Easily generate Smart Lists previous to access the most relevant information about leads and opportunities—all based on previous work patterns and future activities.

Adaptive search

Discover and consolidate essential sales information and relevant quote-level details directly within your CRM workspace. Save complex searches and access them across multiple systems including desktop, mobile, and Microsoft 365

See how analysts rank Oracle Sales Force Automation

We provide a unified experience for sellers to create a more productive and efficient workforce.

Sales Force Automation customer successes

View more customer successes

How do sellers feel about SFA?

Sellers feel that their sales force automation technologies are helpful, but falling short.

33%want SFA to do more than data entry
78%want tools to automate data entry or generic tasks
67%want tools to automatically qualify leads

Key benefits—sales force automation

01Boost sales productivity

Focus on the right tasks and actions to close more business, faster, with less clicks.

Learn how to set the stage for ongoing sales success

02Increase sales efficiency

Reduce time spent searching, clicking, and performing manual data entry.

Read what sellers say they need to be more efficient

Improve seller effectiveness: Gartner Magic Quadrant for Sales Force Automation

03Drive higher user adoption

Offer proactive AI-driven guidance on any device, making the CRM a system of recommendation, not just a system of record.

How to evolve your CRM from a system of record to a system of recommendation

04Deliver a connected customer experience

Get a single and complete customer view, thanks to prebuilt integrations with Oracle front- and back-office applications.

Learn how to enrich customer profiles with entrusted third-party company data

05Uncover more revenue opportunities

Intelligently track leads, opportunities, and service requests across accounts to determine which have the potential for more revenue.

Sales intelligence for accounts

06Remove guesswork. Know what works and what doesn’t

Remove the guesswork around what worked—and what didn’t. Fine-tune your strategy by analyzing historical successes and comparing those to similar, currently active leads and opportunities.

Learn more about sales intelligence for leads and opportunities

Learn how to build foundational strategies for digital selling (PDF)


Oracle Sales & Service Standard edition

Get a complete Sales Force Automation solution plus Incentive Compensation Management, Territory Management and Customer Data Management. Stay connected on high value accounts with the ability to create service requests and share statuses across teams.

Ideal for:
  • Enterprise Sales Teams
  • Incentive Compensation Management
  • Customer Data Management
  • Dedicated B2B Account Teams

Contact us

Oracle Sales & Service Enterprise edition

Take advantage of advanced features like Quota Management, Asset Management, and pre-built connections to Sales Planning, CPQ, Subscriptions and Marketing. Support your channel sales with a full-featured Partner Relationship Management solution. Unify service across a high touch customer experience with personalized advice and contextual knowledge.

Ideal for:
  • Enterprise sales teams
  • Channel sales programs
  • Connected Sales & Marketing
  • Enterprise B2B Customer Service

Contact us

Oracle Sales & Service Premium edition

Access advanced features like Sales Contracts and Business Plans. Tailor the Sales and Service experience with data models, user experiences, and process flows designed specifically for your industry.

Ideal for:
  • Enterprise Sales Teams
  • Enterprise B2B Customer Service
  • Industry-specific use cases

Contact us
May 9, 2022

CRM should work for sellers, not the other way around

Annie Calfo, Product Marketing Manager, Oracle Advertising and CX

Traditional CRM solutions have forgotten about sellers. Historically more focused on record-keeping and leadership tracking, they may help managers plan and forecast, but they don't help sellers sell.

That’s why Oracle is investing in a CRM solution that works for sellers—not the other way around. With easier access to complete customer data, helpful recommendations, and a better user experience, sellers can work smarter, not harder.

Featured blogs

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See what’s new in Oracle Sales

Catch up on the latest in blogs, videos, product demos, events, and more from the Oracle Advertising and CX team to see how we’re making every customer interaction matter.

See why Oracle Sales is a leader

Oracle Advertising and CX goes beyond CRM to deliver experiences tailored to each customer’s online behavior in real time.

Connect with customers in our community

Join Customer Cloud Connect for peer collaboration, best practice sharing, and needed tools to keep pace with Oracle’s product strategy.

Develop your skills

Oracle University provides a variety of learning solutions to help you build cloud skills, validate expertise, and accelerate adoption.

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