A maturity evaluation framework demonstrates enhanced sales performance through digital capability assessment.
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.
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Xiangmin et al. (2026) studied this question.
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