The definition of sales force automation (SFA) a category of software that acts as the central repository for account, lead and contact records. Sales force automation applications help inside sales reps by automating core activities such as dialing leads, sending emails and logging data. Sales force automation software can also help salespeople manage contacts, track opportunities and predict pipeline. By automating sales processes, reps can connect with and qualify more leads. They can also spend more time selling and less time engaged in tedious administrative tasks.