Sales Force Automation Media Kit
Brand guidelines, visual assets, and the SFA story — everything you need to represent Sales Force Automation accurately and consistently.
1: Our Brand
What is SFA
Sales Force Automation (SFA) is a comprehensive sales automation platform built for businesses across East Africa. Designed for FMCG distributors, pharmaceutical companies, retail chains, and steel & iron manufacturers, SFA digitises the entire sales cycle — from lead capture and route planning to invoicing, collections, and dispatch management — replacing manual, paper-based workflows with a single connected system.
Vision
To be the most trusted sales automation partner for businesses in Africa — transforming how companies sell, deliver, and grow through intelligent automation that drives measurable efficiency, productivity, and revenue.
Mission
To empower businesses of every size — from growing SMEs to large enterprises — with intuitive, mobile-first sales automation tools that reduce costs, accelerate order cycles, and unlock real-time visibility into field operations.
The Need for Sales Force Automation
Challenge
Businesses across Kenya and the wider region lose revenue every day to manual order-taking, delayed invoicing, untracked field visits, and inefficient dispatch coordination. These bottlenecks limit the ability to scale operations and compete in fast-moving markets.
Solution
SFA replaces fragmented manual processes with a unified digital platform. Sales representatives capture orders on mobile devices, managers monitor performance through real-time dashboards, and back-office teams process invoices and dispatch schedules automatically — all within one system.
Result
Companies using SFA report faster order-to-delivery cycles, reduced administrative overhead, improved field team accountability, and higher sales conversion rates — enabling sustainable growth across Kenya and beyond.
Key Features
- Lead & Customer Management
Capture, segment, and nurture prospects from first contact to conversion. - Mobile Order Capture
Sales reps place orders in the field with real-time inventory and pricing. - Route Planning & GPS Tracking
Optimised visit schedules with live location tracking for accountability. - Invoicing & Collections
Generate invoices instantly and reconcile payments including M-Pesa. - Dispatch & Delivery Management
Coordinate warehouse-to-customer logistics with status tracking. - Sales Analytics & Reporting
Real-time dashboards with team performance, revenue trends, and KPIs.
Experience Principles
- Efficient: Every interaction is designed to save time and reduce friction.
- Intuitive: Clean interfaces that any team member can learn in minutes.
- Reliable: Consistent uptime and dependable performance, online and offline.
- Scalable: Grows seamlessly from a 5-person team to a nationwide operation.
- Transparent: Clear, real-time visibility into every stage of the sales process.
2: Our Story
Background
Sales Force Automation was born from first-hand experience with the operational challenges facing distribution and manufacturing companies across Kenya. We observed sales teams relying on paper order books, managers waiting days for field reports, and finance departments reconciling invoices manually — all of which slowed growth and eroded margins.
Working closely with SMEs and enterprise clients across FMCG, pharmaceutical, steel, and retail sectors, we built SFA as a purpose-fit platform for the realities of selling in African markets: mobile-first design for field teams, offline capability for areas with limited connectivity, and native integrations with M-Pesa and local payment channels. Since launch, SFA has helped businesses shorten sales cycles, improve collection rates, and gain control over field operations they previously could not measure.
What We Are About
- Operational Efficiency: Automating repetitive sales tasks so teams focus on selling.
- Sustainable Growth: Giving businesses the tools and data to scale with confidence.
- Practical Innovation: Technology that solves real problems in real market conditions.
- Customer Trust: Dependable software backed by responsive local support.
Tone of Voice
SFA communicates with clarity, confidence, and warmth. We speak in plain language, avoid unnecessary jargon, and lead with the outcomes that matter to our users. Whether addressing a managing director or a field sales representative, our voice is professional yet approachable — always grounded in the practical benefits of automation rather than abstract technology promises.
3: Design Elements
Brand Identity
The SFA brand conveys efficiency, reliability, and forward momentum. These guidelines ensure a consistent visual identity across all touchpoints — from the mobile app and web dashboard to marketing collateral and partner communications.
The Wordmark
The SFA wordmark features the cloud icon alongside the tagline "THE SALES AUTOMATION PLATFORM", set in Segoe WP. It represents connectivity, reliability, and the cloud-based nature of the platform.
Wordmark Variations
Approved variations include the full wordmark on white, the white-on-Sky-Blue reverse, and the standalone cloud mark. Use the variation that provides the strongest contrast against the background.
Typography
SFA uses Segoe WP Bold for headings and UI labels, and Segoe WP Light for body copy and secondary text. This pairing delivers strong visual hierarchy while maintaining excellent readability across screen sizes.
Colour Palette
The SFA palette is intentionally focused — three colours that work together to create a clean, professional, and instantly recognisable identity.
Sky Blue
RGB: 0, 173, 238
HEX: #00ADEE
Pure White
RGB: 255, 255, 255
HEX: #FFFFFF
Light Gray
RGB: 243, 244, 246
HEX: #F3F4F6