About us
Where academic rigour meets commercial experience
Future Sales Global traces its roots back to 2019, when a collaboration between top-tier researchers and commercial experts shared a common ambition:
Helping B2B companies cut through complexity and lead with clarity.
Developed by Copenhagen Business School (top 1%), Customer Agency, Danish Industry, and Business Danmark, the initiative bridges rigorous academic research with practical commercial execution.
Purpose
Elevating B2B commercial professionalism through best-in-class practices.
Mission
Uniting academic insights and business expertise to deliver world-leading diagnostic tools and benchmarks – applied via a global network of independent expert advisors.
Vision
To be the trusted partner for B2B leaders, delivering powerful diagnostics and insights that drive performance.
Our journey
Foundation and first results
2018
Customer Agency conducted its first commercial maturity assessments internally at a global B2B company
2019
Danish Industry (DI) initiated the Future Sales research project; Customer Agency, CBS and Business Denmark joined as key partners.
2020-2021
Initial study results including the 7 sales virtues were presented at a conference in Copenhagen
Well-received Sales Transformation white paper published, downloaded 8,231 times
Strong industry reception and interest
2,942 participants attended the launch conference and related events during the launch phase of Future Sales.
Acceleration and practical application
2021
The Accelerator programme was launched with 10 pilot companies
Framework applied in real-world settings, establishing the connection from research to practice
The programme concludes with the first Future Sales Summit
2022-2023
50+ companies completed a SalesScoreCard and used it to drive alignment and measurable sales improvements.
Scale-up and internationalization
2024
Academic partnerships expand internationally – new universities adopt the method and insights
2025
Academic foundation is being upgraded and global scale-up initiated
Future Sales Global is established to lead international expansion and advisory network development
Key persons
Mogens Bjerre, Associate Professor at CBS
Mogens was the research leader for the Future Sales project. He has extensive experience in researching and teaching B2B marketing and sales management at Copenhagen Business School.
Mogens Bjerre has authored articles and books on customer focus, strategic sales, and the establishment and development of B2B customer relationships.
Peter Aakjær Jensen, Market Director and Co-founder of Customer Agency
Peter is a driving force behind the initiation of Future Sales Global. He has co-authored a book on the Future Sales study together with Mogens Bjerre, as well as the white paper Sales Transformation.
With extensive consulting experience and a background as External Associate Professor at Copenhagen Business School, Peter brings both practical and academic expertise to the development and application of the Future Sales framework.
Torben Degn, CEO and Co-founder of Customer Agency
Torben is an important part of Future Sales Global. He brings extensive experience from years of consulting, advising B2B companies on commercial transformation and customer-centric growth.
Torben is facilitating the global upgrade of the Future Sales benchmark and plays a central role in the international expansion and development of its advisory network.
Jens Kristian Rasmussen, BI Director and co-founder of Customer Agency
Jens Kristian is responsible for the data foundation of the Future Sales project , including statistical analysis and reporting.
With a background in IT and management consulting, he combines analytical expertise with commercial understanding to ensure that Future Sales insights are both reliable and actionable.
Why it matters to you
Making complexity clear and actionable
Created by people who understand B2B complexity
Designed to help you move from strategy to execution
Built to align leadership, empower teams, and drive measurable growth
Ready to explore the potential?
Reach out to explore how the SalesScoreCard can help you identify key challenges and drive commercial performance – guided by a certified advisor.