Developing a framework for evaluating the performance of sales and marketing processes in small and medium-sized enterprises

Tavakkoli, Gholamreza; Torabi, Hassan; Kermani, Ali; Saroughi, Zahra; Jahanian, Zahra; Mohammad Shahi, Sahel

doi:10.22034/asm.2025.2056021.3368

Developing a framework for evaluating the performance of sales and marketing processes in small and medium-sized enterprises

Authors

Gholamreza Tavakkoli ¹

Hassan Torabi ²

Ali kermani ³

Zahra Saroughi ⁴

Zahra Jahanian ⁴

Sahel Mohammad shahi ⁴

¹ Management, Faculty of Management and Industrial Engineering, Malek-Ashtar University of Technology, Tehran, Iran.

² . Industrial Engineering, Faculty of Management and Industrial Engineering, Malek-Ashtar University of Technology, Tehran, Iran.

³ , Faculty of Management and Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran.

⁴ Industrial Engineering, Faculty of Management and Industrial Engineering, Malek-Ashtar University of Technology, Tehran, Iran.

10.22034/asm.2025.2056021.3368

Abstract

Sales and marketing are crucial for the success and sustainability of Small and Medium-sized Enterprises (SMEs). Due to limited resources, this research aims to develop a comprehensive framework for evaluating marketing and sales performance. This framework helps managers and experts identify Key Performance Indicators (KPIs), assess strengths and weaknesses, and take steps for improvement.

This study is exploratory and applied, with an inductive and cross-sectional approach. A mixed-method data collection was used. Initially, 205 indicators were extracted from a literature review. Then, 83 concepts and 78 new indicators were identified through expert interviews. The Fuzzy Delphi method was applied to validate and refine the indicators. The final framework consists of three levels: (1) the management level for overall performance assessment, (2) the customer purchase cycle level based on the AARRR model, and (3) the analytical level using the Bullseye framework.

The proposed framework includes 126 key indicators that help marketing and sales professionals diagnose problems, optimize processes, and improve performance. Additionally, effective digital tools are introduced as complementary resources. This framework provides SMEs with a structured approach to resource allocation, enhancing competitiveness and sustainability. By implementing this model, businesses can strengthen their marketing and sales strategies, leading to long-term success.

Keywords

Performance Evaluation

Customer Purchase Cycle

Sales Strategy

Key Performance Indicators

Marketing Management

Subjects