This paper builds on and follows up papers delivered at UALL conferences over the last decade: Critten P (2007); Critten P, Squire P & Leppenwell G (2010); Critten P (2012) and Critten P, Squire P and Locke G (2015). The theme common to them all is the unfolding story of a partnership between business (specifically Consalia Ltd) and Academia (specifically Middlesex University) culminating in 37 senior sales executives now having graduated with an MSc in Sales Transformation. Having experienced an academic programme it is opportune now to ask these 37 executives what, if anything, they expect further from Academia. All 37 have been invited to respond to this question and this paper explores their observations. It also explores the expectations of one of these graduates who intends to carry out further research and study towards a DProf as well as exploring the expectations of a tutor on the programme. In the final section the CEO of Consalia, Dr. Philip Squire, brings the story up-to-date by declaring a new educational role for his company in the context of business-to-business selling and in particular the first business-to-business degree in selling that will be awarded to those successfully completing the new Government sponsored apprenticeship Programme. All through the paper we draw on the vision of Ronald Barnett for a new kind of university in an age of what he calls 'supercomplexity' and conclude with a model which indicates how Mode 2 knowledge from those engaged in a degree or Masters could be integrated within academia's curricula (Mode 1 knowledge) and how the vision for what Squire calls an 'ecosystem' can be the medium within which all initiatives in this paper suggested by students and tutors can be embedded and accessed by business-to- business sales executives of the future.