Academic foundation
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
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
The 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.
#1 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.
#2 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.
#3 Walk the talk
Our sales managers are at the forefront in activating, enforcing, and developing the sales team’s approach to selling
#4 Align organizational 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
#5 Clarify value
We clearly communicate the value we create
and get paid for it
#6 Synchronize 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.
#7 Capitalize 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
Guide to better sales practices
Sales Transformation is the core white paper of the Future Sales study, downloaded by 8,231 business professionals.
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 applies this research to your commercial reality.