A Maturity Evaluation Framework for Sales Team Digital Capability Based on AHP and Fuzzy Comprehensive Assessment

Li Xiangmin; Zhang Ge

doi:10.70393/6a6574626d.333933

Authors

Li Xiangmin Owner, Ym Trading Limited, Denver, USA
Zhang Ge School of Information and Communication Engineering, Beijing University of Posts and Telecommunications, Beijing, China

DOI:

https://doi.org/10.70393/6a6574626d.333933

ARK:

https://n2t.net/ark:/40704/JETBM.v3n1a02

Disciplines:

Finance

Subjects:

Financial Econometrics

References:

26

Keywords:

Digital Sales Management, Analytic Hierarchy Process -AHP, Fuzzy Comprehensive Evaluation, Capability Maturity Assessment

Abstract

The steps involved in applying the Analytic Hierarchy Process (AHP) to company sales data analysis include defining the analysis objectives, constructing a hierarchical model, conducting comparative analysis and constructing matrices, testing matrix consistency, and calculating weights and rankings. This process enables companies to better understand the drivers of sales data and, through multilevel analysis, identify effective strategies to enhance sales performance. In addition to AHP, this study further incorporates the Fuzzy Comprehensive Evaluation Method to address the qualitative and uncertain characteristics of digital sales capability indicators. Combined with expert scoring and survey data, the proposed AHP–fuzzy model converts subjective judgments into quantitative results, providing a more accurate and flexible evaluation of maturity. The empirical cases demonstrate that organizations with strong deployment of digital tools may still exhibit uneven maturity when data literacy or cultural readiness is insufficient. The model helps managers identify capability gaps, optimize digital enablement strategies, and guide continuous improvement in sales team digital transformation.

Author Biographies

Li Xiangmin, Owner, Ym Trading Limited, Denver, USA

Owner, Ym Trading Limited, Denver, USA, US, meisson.lee@gmail.com.

Zhang Ge, School of Information and Communication Engineering, Beijing University of Posts and Telecommunications, Beijing, China

School of Information and Communication Engineering, Beijing University of Posts and Telecommunications, Beijing, China, CN, zhangge208@yeah.net.

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