1. A sales automation system comprising: a central data repository including time stamped cached and sales records, idealized and learned sales data and performance metrics; a repository of raw sales records including raw sales data; and a machine learning and forecasting module functionally communicable with said central data repository and said repository of sales records and functionally operable to retrieve data from said central repository and said repository of raw sales records and where said machine learning and forecasting module has functional data manipulation components operable to produce metric scores, derived sales data learned sales data and store said data in the central data repository.