Meet the Team
Behind the Work

Our team brings hands-on experience across strategy and execution—partnering closely with clients to turn ideas into measurable outcomes.

United States
Mexico
Brazil
Canada
AUSTRALIA
China
Sweden
Spain
England
Germany

Global Team

Founded in Silicon Valley

50+

Global Team Members

10

Countries Called Home

A Global Team of Revenue Practitioners

Winning by Design is a global team of operators, strategists, and advisors focused on how modern revenue organizations actually scale.

We work as one system across strategy, architecture, enablement, and operations—united by shared frameworks, real-world data, and continuous learning. Our collective experience helps teams turn growth into a repeatable, measurable discipline.

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A Leadership Team
Dedicated to Your Growth

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Jacco van der Kooij

CHIEF EXECUTIVE OFFICER

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Shari Johnston

CHIEF OPERATING OFFICER

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Lauren Goldstein

CHIEF GROWTH OFFICER

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Dan Smith

CHIEF LEARNING OFFICER

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Dr. Dan Patterson

CHIEF INNOVATION OFFICER

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Linda Martin

VP FINANCE

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Olga Cojocaru

DIRECTOR OF PEOPLE OPS

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The Tactical Teams
Behind Our Impact

Certified Advisors
+14

Guide leaders through growth decisions using proven revenue frameworks.

Revenue Architects
+4

Design and help implement scalable GTM systems that drive predictable revenue.

Certified Trainers
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+7

Turn frameworks into action through hands-on, practical training.

Managing Directors
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mike boogaard headshot, winning by design branding
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leena wood headshot, winning by design branding
+3

Lead strategy and ensure every engagement delivers impact.

Operations
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marije dendulk headshot, winning by design branding
sasha hathaway headshot, winning by design branding
+1

Optimize systems and metrics to support consistent execution.

Marketing
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noel brown headshot, winning by design branding
ian buchanan headshot, winning by design branding

Align messaging and demand to the revenue strategy.

Finance
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coreen nash headshot, winning by design branding
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Connect revenue strategy to financial outcomes and discipline.

Explore Our Services

Whether you’re diagnosing growth challenges, designing a scalable revenue system, or deploying change across teams, our services are built to help you move from insight to execution with clarity and confidence.

Growth Services

Diagnose what’s broken, design what’s needed, and deploy your new GTM system.

Training Services

Equip and enable your GTM teams with the skills and behaviors they need to drive consistent, repeatable revenue.

Growth Institute

A global community where modern revenue leaders learn together, share insights, and get exclusive access to the research and frameworks shaping the future of GTM.

Talk with a GTM expert about your GTM growth

We’ll help you understand what’s blocking predictable revenue and recommend the best path forward for your team.

1 (415) 484-8992
  • Get clarity on the root causes slowing your growth

  • Understand which GTM improvements will deliver the biggest impact

  • Explore pricing, timelines, and the right engagement for your goals

Winning by Design is rated 4.8 out of 5 stars by G2 reviewers
4.8 / 5 stars by 750+ customers
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