Most B2B organisations have no one who owns how value is shaped, proven, and translated into the customer’s language. That work falls between functions, and strong propositions get reduced to price. Sales Cubes exists to close that gap — the method and the tools to engineer value across its full range, so commercial teams can win on worth rather than discount on cost.
SIXTEEN YEARS OF RESEARCH
Built on research, not opinion
Value Engineering did not start as a sales technique. It began in 2009 as a research programme into the future of selling, originally funded by TIAS Business School and supported by the Sales Management Association in the Netherlands. It asked a simple question: as buying changes, how does value actually get created, communicated, and captured in B2B?
That research continues today in collaboration with Prof. Javier Marcos at Cranfield University, and is published openly through Future of Selling. The method is taught at Antwerp Management School, Solvay Brussels School, and Cranfield University— and refined continually through workshops with real commercial teams.
WHAT WE BELIEVE
Value is co-created – and engineered
Value is not handed over; it is built together. In complex B2B markets, it is created together: through the proposition, the customer’s context, the sales conversation, implementation and adoption. Our work is to co-create systemic value with our clients — and to help them do the same with theirs — through the discipline of Value Engineering.
THE TEAM
A team of practitioners and academics
Value Engineering is the work of a small team of independent consultants and academics who come together around the method. Each runs their own practice or holds their own academic post; what they share is the research behind Value Engineering and the work of bringing it to commercial teams.
Régis Lemmens
Régis founded Sales Cubes and leads the development of Value Engineering. He teaches at Antwerp Management School and Solvay Brussels School, speaks internationally — including a TEDx talk on the future of sales — and is co-author of “From Selling to Co-Creating” and “Sales Management: Strategy, Process and Practice,” as well as the Harvard Business Review article “Entrepreneurial Selling” (2018). His work sits where commercial reality and research meet: translating what the research shows into methods sales teams can actually use.
Javier Marcos
Javier is Professor of Strategic Sales Management and Negotiation at Cranfield School of Management and Director of Cranfield’s Key Account Management Best Practice Forum. He brings more than twenty years across academia, consultancy, and industry — including management roles at Unilever and a senior faculty appointment at Cambridge Judge Business School. His research on high-value selling, key account management, and negotiation anchors the academic rigour behind Value Engineering, and he co-authored “From Selling to Co-Creating” and “Sales Management: Strategy, Process and Practice” .
Marc Neyrinck
Marc brings more than two decades of B2B commercial experience to Value Engineering. He spent sixteen years in sales and business development at companies including Sanofi, Randstad, and Wolters Kluwer before founding his own practice, Add Business, in 2008 — working with leaders across Belgium and cross-border to turn the right customer conversations into lasting commercial relationships. He is also a PhD candidate at the University of Antwerp and Antwerp Management School, researching the paradox of entrepreneurial selling: how new ventures survive their first customers. That mix of front-line practice and active research is what he brings to Sales Cubes engagements.
PUBLISHED AND TESTED
Years of research and real engagements
2014-06-18 09.51.07
Régis and Javier with “From Selling to Co-Creating” — the book where the co-creation thesis behind Value Engineering began.
WHO WE WORK WITH
From enterprise to scale-up
We work with major corporations and with start-ups and scale-ups across Europe and beyond — a range that keeps the method grounded in how value is actually bought and sold.
