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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. 

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