Research & Publications

Research-led. Practical by design.

Understanding how customer value is changing is the starting point for better sales strategies, stronger value propositions and more effective value selling.

Sales Cubes applies insights from the Future of Selling research programme to help B2B organisations respond to those changes in practice.

Future of Selling

Research and application have different roles

Future of Selling is a research programme led by Prof. Dr. Régis Lemmens and Prof. Dr. Javier Marcos of Cranfield University. Since 2009, it has studied how markets, customer expectations and commercial practices are changing.

Sales Cubes translates relevant findings into practical strategies, propositions, tools, workshops and training.

The research helps us understand what is changing. Our work with clients helps them decide what to do about it.

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Portrait of Prof. Dr. Régis Lemmens

Prof. Dr. Régis Lemmens
Antwerp Management School · Solvay

Portrait of Prof. Dr. Javier Marcos

Prof. Dr. Javier Marcos
Cranfield School of Management

Findings

What the research shows today

01

Customers are looking for greater resilience

Financial return remains essential, but customers increasingly consider how an offer affects their continuity, strategic position, workforce and environmental responsibilities.

02

Sales execution is not always the real problem

When revenues, margins or win rates decline, organisations often invest immediately in sales training. But better selling cannot compensate for a value proposition that no longer reflects what customers need.

03

Value must be demonstrated and realised

A strong proposition needs more than persuasive messaging. Customers need stakeholder support, credible evidence, a business case decision-makers can use, and confidence that the promised value will be delivered.

How Sales Cubes applies the research

The research informs all three areas in which we help clients: sales strategy, value propositions and value selling. The research provides direction. Proven frameworks, practical tools and experience turn that direction into action.

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What do these findings mean for your organisation?

The change may affect your sales strategy, your value propositions or the way your salespeople sell value. A first conversation can help identify where your organisation should begin.