A Structured Performance Evaluation Framework for Business Development: An AHP-Based Approach

Business development plays a critical strategic role in organizational growth, yet it lacks a structured performance measurement framework capable of capturing its multi-phase and multidimensional characteristics. This study develops a hierarchical performance evaluation framework that links strategic intent with measurable execution across six interdependent phases of the business development process. The framework integrates eighteen key performance indicators and applies the Analytic Hierarchy Process to derive relative phase weights and maintain internal coherence within the evaluation architecture. Scenario-based simulations examine the robustness of the framework under alternative strategic orientations, including growth-focused, efficiency-driven, and balanced configurations. Results indicate that the feasibility evaluation and risk validation phases exert the strongest influence on aggregate performance outcomes, while sensitivity analysis confirms the stability of the weighting structure across strategic contexts. An illustrative organizational application demonstrates how the framework translates strategic priorities into structured performance assessment. By extending hierarchical multi-criteria evaluation into the domain of business development, this study advances performance measurement research through the development of an architecture-sensitive evaluation logic that supports transparency, comparability, and strategic alignment in complex cross-functional processes.