Future Sales

Strong collaboration with CBS, a top 1% global university

Developed in partnership with Copenhagen Business School (top 1%), Customer Agency, Danish Industry and Business Denmark, the Future Sales study is where science meets real-world commercial execution.

It connects research with practical tools to help B2B organisations grow through stronger commercial maturity. Based on what the best companies do, it documents what truly drives B2B sales, loyalty, and bottom-line results.

What is Future Sales?

Europe’s largest B2B sales study

1,008 survey responses from B2B leaders

Input from 10 test companies across industries

Based on 800+ peer-reviewed sales articles

Developed in close collaboration with CBS and top practitioners

Now applied globally via the SalesScoreCard

“Creating a common understanding and direction based on proven facts makes the whole team play better”

Steen Larsen

CEO of Landia

Read the Landia case

From research to real-world impact

Turning evidence into action

Identified 7 recurring commercial challenges across industries

Developed 7 actionable sales virtues used by top performers

Designed to be measurable, coachable, and repeatable

Converted into a practical 15-minute diagnostic, SalesScoreCard

Provides leaders with a common language for diagnostics and improving commercial maturity

The 7 Sales Virtues

FORMULA FOR B2B SALES

Researchers have established a systematic B2B sales formula for how the best B2B companies stand out.

They have stronger sales practices than their competitors, and researchers have taken an in-depth look at how the best companies specifically catalyse growth. The answer involved 7 equally important sales virtues

Strengthen Customer Centricity

We are so customer-centric that all our customers can see and appreciate the difference between us and our most significant competitors.

Contribute company-wide

All functions in our organisation have a clear understanding of what they need to contribute to ensure we successfully meet our growth targets.

Walk the Talk

Our sales leaders are at the forefront in activating, enforcing, and developing the sales team’s approach to selling.

Align organisational understanding

We have a common understanding of the value to generate for our customers, and we design our training and education with a clear focus on value generation.

Clarify value

We clearly communicate the value we create and get paid for it.

Synchronise strategy

Our sales resources are closely related to the company’s strategic goals, and we measure the individual profiles and resources in the sales organisation on their contributions.

Capitalise on insights

We are better than our competitors in using internal data on customers and markets to support our customer-centric functions and create clear customer value.