<![CDATA[Sales Force Automation (SFA) has become an important digital tool for supporting sales activities and distribution management in the Fast-Moving Consumer Goods (FMCG) sector. At PT Nobel Varia Anugerah Serang, which distributes Kino home personal care products, sales performance has continued to grow, although productivity and target achievement remain inconsistent. This research examines the implementation of SFA, the factors influencing salesman productivity, and the appropriate marketing strategies for improving sales performance, particularly in the five top Pareto outlets managed by each salesman. A qualitative descriptive approach was employed through interviews, observation, and documentation, with data analyzed interpretively and supported by SWOT analysis. The findings show that SFA facilitates sales administration, order recording, salesman monitoring, and distribution processes, but its effectiveness is constrained by unstable devices and stock synchronization that is not yet fully real-time. Additional challenges include strong competition, changing consumer purchasing behavior, online price competition, product returns, and inconsistent promotional activities. The SWOT analysis places the company in a Weaknesses–Threats (WT) or Survival position, indicating the need to strengthen operational and marketing strategies. Recommended strategies include improving SFA infrastructure and real-time stock synchronization, strengthening coordination between sales and distribution teams, expanding market penetration, optimizing promotional programs, and improving market monitoring and sales evaluation to support sustainable sales performance.]]>
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