Mogens Bjerre
Associate Professor
Departments
Department of Marketing
Room: SOL/C3.26
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 a firm's description of the customer journey reflects only the firm's perspective. Customers typically have a holistic perception of the customer journey – i.e. multiple customer journeys as a whole.
Sales Governance – how boards prioritise the commercial agenda
Without sales activities, there is often no or low turnover. No or low turnover equals no firm. The challenge is that boards do not prioritise sales and market presence, and if they do, it is often a matter of reviewing results rather than forecasts for the future. The project aims to understand this paradox.
Implications of future procurement practices on sales management and execution
Sales management and execution face a procurement function and process that evolving fast – computably, commercially, and strategically. To match these developments, sales will have to step up – the project aims to understand what sales must step up to and provide suggestions on how to step up.
Focus on how theory meets practice and improves outcomes
During my research, I’ve primarily covered issues related to B2B relationships, sales and strategy.
The Future of Sales study (Morgendagens Salg) identified seven barriers preventing sales teams from being successful and achieving their targets.
- The barriers were transformed into seven virtues and a leadership guide containing 35 detailed questions.
- Furthermore, a board game was developed to facilitate discussions on sales management, sales practices and sales 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 involves linking the organisational 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 Three Battlefield Model (retaining sales, add-on sales and newbizz).
The Customer Hero project (Kundeheltene) summarized Scandinavian leadership perspectives in service organisations:
- 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 procurement practices on sales management and execution
Sales 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 to understand what sales must step up to and provide suggestions on how to step up.
Empirical data will be purely B2B-based.
Empirical data will be purely B2B-based.