The researchers behind the programme

The Future of Selling is a multi-year research programme that began in 2009 and continues today. It tracks how B2B selling is actually changing in firms across Europe and beyond. For the history of the programme, its method, and the two waves of research it has produced, see the research page.

The programme is anchored at Solvay Brussels School of Economics and Management, Antwerp Management School, Cranfield School of Management, and TIAS Business School, with practitioner work conducted through Sales Cubes.

---

Research leadership

Prof. dr. Régis Lemmens

Solvay Brussels School of Economics and Management · Antwerp Management School · Sales Cubes

Régis Lemmens is Professor of Sales and Marketing at Solvay Brussels School of Economics and Management and Antwerp Management School, where he teaches B2B selling, value proposition design, and the integration of sustainability into commercial strategy. He has led the Future of Selling research programme since 2009.

Prof. dr. Javier Marcos

Cranfield School of Management

Javier Marcos is Professor of Strategic Sales Management at Cranfield School of Management. His research examines how sales organisations build the capabilities required to compete in complex, multi-stakeholder B2B environments. He joined the Future of Selling programme as co-author, broadening it into an international research project, and brings a deep base of empirical work with large industrial and technology firms across Europe.

---

Collaborate with the programme

The Future of Selling welcomes collaboration with B2B firms willing to participate in case studies, business schools running adjacent research, and executive education programmes interested in the work.