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Mo­gens Bjerre

Associate Professor

Subjects
Key figure B2B Sales Procurement

Primary research areas

Link­ing mul­tiple cus­tom­er jour­neys
Firms typ­ic­ally view cus­tom­er jour­neys as a tool to un­der­stand where and how value is cre­ated for cus­tom­ers. The chal­lenge is that the firm’s de­scrip­tion of the cus­tom­er jour­ney merely is the firm’s de­scrip­tion. Cus­tom­ers typ­ic­ally have a hol­ist­ic per­cep­tion of the cus­tom­er jour­ney – i.e. mul­tiple cus­tom­er jour­neys as a whole.
Sales Gov­ernance – how boards pri­or­it­ize the com­mer­cial agenda
Without sales activ­it­ies, of­ten no or low turnover. No or low turnover equals no firm. The chal­lenge is that boards do not pri­or­it­ize sales and mar­ket pres­ence, and if they do it’s of­ten re­view­ing res­ults – not pro­gnoses for the fu­ture. The pro­ject aims at un­der­stand­ing this para­dox.
Im­plic­a­tions of fu­ture pro­cure­ments prac­tices on sales man­age­ment and ex­e­cu­tion
Sale man­age­ment and ex­e­cu­tion is faced with a pro­cure­ment func­tion and pro­cess that’s evolving fast – com­put­ably, com­mer­cially and stra­tegic­ally. To match these de­vel­op­ments, sales will have to step up – the pro­ject aims at un­der­stand­ing what sales must step up to and provide sug­ges­tion's on how to step up.

Fo­cused on how the­ory meets prac­tice and en­hances prac­tice

During my research I’ve primarily covered issues related to B2B relationships, sales and strategy 

The Future of Sales study (Morgendagens Salg) identified 7 barriers preventing sales from being successful and realizing targets. 

- The barriers were transformed into 7 virtues and a leadership guide containing 35 detailed questions. 

- Furthermore, a board game was developed to mitigate discussions on sales management, sales practices and sale execution – i.e. you can play the game of the future of sales. 

On top of The Future of Sales, the concept of Sales Governance was born. Applying the concept of Corporate Governance to sales – linking the organizational hierarchy to sales strategy, priorities and performance. 

- The practical application was conceived in the Sales Governance Charter, the customer and product mix concepts, the Sales Centre, and the 3 Battlefield model (retaining sales, add-on sales and newbizz). 

The Customer Hero project (Kundeheltene) summarized Scandinavian leadership perspectives in service organizations. 

- Providing the Customer Hero model, based on the customer’s perception of what success looks like 

- The formula for perceived customer success 

- And finally, the two-sided customer journey framework – combining the customer side of the journey and the employee side of the journey. 

Publications

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30 June 2025

Salgsledelse, der firedobler dine resultater

Shamica Victoria Have Filtenborg

Mo­gens Bjer­re, Associate Professor

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July 2024

Konkurrencen mellem mærkevarer og detaillisters egne mærker

En empirisk undersøgelse af danske vareleverandørers perspektiver

Mo­gens Bjer­re, Associate Professor

Jesper Aastrup
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June 2024

Detaillisters multiple roller i dagligvarekanalen

Mo­gens Bjer­re, Associate Professor

Jesper Aastrup
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Recent research projects

Link­ing mul­tiple cus­tom­er jour­neys

Firms typ­ic­ally view cus­tom­er jour­neys as a tool to un­der­stand where and how value is cre­ated for cus­tom­ers. The chal­lenge is that the firm’s de­scrip­tion of the cus­tom­er jour­ney merely is the firm’s de­scrip­tion. Cus­tom­ers typ­ic­ally have a hol­ist­ic per­cep­tion of the cus­tom­er jour­ney – i.e. mul­tiple cus­tom­er jour­neys as a whole. The em­pir­ic­al data stems from B2B and B2C firms.

Im­plic­a­tions of fu­ture pro­cure­ments prac­tices on sales man­age­ment and ex­e­cu­tion

Sale man­age­ment and ex­e­cu­tion is faced with a pro­cure­ment func­tion and pro­cess that’s evolving fast – com­put­ably, com­mer­cially and stra­tegic­ally. To match these de­vel­op­ments, sales will have to step up – the pro­ject aims at un­der­stand­ing what sales must step up to and provide sug­ges­tion's on how to step up.

Em­pir­ic­al data will be purely B2B based.

Outside activities

Chair­man of the Board for E-mær­ket (e-com­merce cer­ti­fic­a­tion or­gan­iz­a­tion) , 2014 - cur­rent

Mem­ber of the HBH Mar­ket­ing Found­a­tion , 2005 - cur­rent

Mem­ber of the Found­a­tion Oc­to­ber 1., 1959 (fa­cil­it­at­ing re­search in the FMCG sec­tor) , 2020 - cur­rent