Sales force automation (SFA) is software that plans, executes and measures the work of a field sales team: which outlets get visited and when, what happens inside the visit, how the order and the collection are captured, and what the resulting numbers say about coverage and productivity.
SFA covers beat planning and visit frequency, attendance and geo-verified presence, in-outlet tasks such as stock checks and shelf audits, order capture with the right prices and schemes, collections against open invoices, and plan-versus-actual reporting. Because coverage is worst where field teams spend their day, a working SFA is offline-first — see offline sync engine.
It is not a CRM, which manages relationships and pipeline, nor a distributor management system, which runs the distributor's stock, invoicing and claims. SFA sits between the two and feeds both.
Go further: the full explanation, including SFA vs CRM vs DMS, is in the guide What is SFA software?. For the product, see SFA software for FMCG.