Sales Laboratories set up in all Armenian and Georgian partner universities within the frames of "LISS24" task list are directly linked to the following two specific objectives of the project:

• Enhancing B2B Sales and innovation capacity
• Increasing private investments to higher education.

Sales Labs develop different types of virtual and digital environments for sales, marketing and services. The installed facilities offer the capability to develop sales-associated customer and team engagements, sales discussions, negotiations and customer service. Sales Labs use tools to measure emotional responses and their strength in individuals thus those will be utilized for the training of students as well as research data collection and analysis. Deep understanding of sales and marketing real-life situations and services enhance students' employability already in the short term.

In parallel, companies emergingly need support in digital sales and marketing thus are ready to invest in RDI services, helping them to increase turnover. This opens new opportunities to boost university-business cooperation and increase private investments to higher education.