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

OPEN ACCESS |Research Article ||18 February 2026

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

Li Xiangmin

Owner, Ym Trading Limited, Denver, USA

meisson.lee@gmail.com

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

zhangge208@yeah.net

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

* Corresponding Author¹: Li Xiangmin , E-Mail: meisson.lee@gmail.com

Publication

Accepted 2026 February 14 ; Published 2026 February 18

Journal of Economic Theory and Business Management, 2026, 3(1), 3006-4953.

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.

Keywords

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

Metadata

DOI:

10.70393/6a6574626d.333933

ARK:

ark:/40704/JETBM.v3n1a02

Pages: 10-17

References: 26

Disciplines: Finance

Subjects: Financial Econometrics

Cite This Article

APA Style

Xiangmin , L. & Ge , Z. (2026). A maturity evaluation framework for sales team digital capability based on ahp and fuzzy comprehensive assessment. Journal of Economic Theory and Business Management, 3(1), 10-17. https://doi.org/10.70393/6a6574626d.333933

Acknowledgments

Not Applicable.

FUNDING

Not Applicable.

INSTITUTIONAL REVIEW BOARD STATEMENT

Not Applicable.

DATA AVAILABILITY STATEMENT

Not Applicable.

INFORMED CONSENT STATEMENT

Not Applicable.

CONFLICT OF INTEREST

Not Applicable.

AUTHOR CONTRIBUTIONS

Not application.

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