Learn About a Wide Range of Sales Training Topics

Give your entire sales teams access to the industry’s most highly rated training and coaching programs that cover a vast range of sales training topics geared to drive recurring revenue.

Processes for all revenue teams

Achieve sustainable growth, with consistent process design and training applied across the entire Revenue team

Live, interactive training led by experts

Give your reps the fundamental skills needed for their roles – whether AE, SDR, CSM, or Manager

Trusted by 600+ SaaS companies

We help recurring revenue teams achieve sustainable growth. Our scientific models and frameworks are used by high-growth Scale-Ups, startups, and Fortune 500 companies

Our Process

In a modern recurring revenue business, it is impossible to scale without treating growth as a science. We apply proven frameworks and expose the math that underpins each step of the customer journey.


Uncover gaps and opportunities to optimize recurring revenue growth

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Apply a universal methodology and process across your entire customer journey


Activate through defined processes and playbooks, implemented directly into your workflow

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Arm your reps with the core skills for success, with a common language to unify as one GTM team

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Provide your team with ongoing development to make change stick, gauge progress, and reach your goals

In their words

We’re proud of the company we keep. More than 600 clients around the world and counting.

Kim Ventura-Perkins 1st
Senior Manager, Sales Enablement | DocuSign
1d Edited

How do you get a 2.5k+ field organization of sellers to speak the same language?

You partner with one of the best in the business, Winning by Design, to deploy a singular sales methodology to better equip our teams.

Over the last 3 months, a small group of Sales Enablement leaders had the opportunity to learn a SaaS-focused sales methodology and how to deploy globally.

I am confident that through this methodology, we will be able to level up as a sales organization and better drive #IMPACT with our clients.

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Niko Thielsch 1st
VP Sales & CS | Alasco
1d Edited

A few weeks ago we joined forces with Winning by Design. We started a 360 approach to level up everything from sales org, to processes, tool stack and of course our GTM market approach. (why? well spoiler #BANT, #MEDDIC all nice but not state of the art because they are #seller-centric and not #customer-centric. They all have their importance but falling short covering the entire funnel from prospecting, closing/winning to onboarding and LTV -> that is why we adopt the #SPICED framework).

For me as a Rep (long time ago) and as Revenue Leader, the SPICED framework was and is a game changer. The impact on GTM, the operational level, the business model and the underlying data required makes it unbeatable for me.

In the following week, all our Reps will go through the best in class sales and customer success training covering the entire sales funnel, skills, mindset and coaching frameworks.
This is a massive investment into our company’s future and primarily in our current talent to develop sales & customer success ⭐️ superstars ⭐️

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Richard McGuinness 1st
VP of Sales EMEA | ClickUp
1d Edited

I recently completed the ‘Mastership in Revenue Architecture’ course and can’t begin to tell you how useful it has been. As a revenue professional, understanding the baseline models of the revenue machine is crucial for success, and too often we spend our time downloading the ‘software’ of sales success without really getting to understand the ‘operating system’ that everything runs on. This is where the Revenue Architecture model kicks in.

This isn’t a course on ‘how to sell’ or ‘where to find your ICP’ – this is a course that covers the fundamentals of GTM model design and execution, and I cannot recommend it highly enough. If you have chosen to build a career as a revenue professional, you should consider this course an update to your core OS.

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David Collett 1st
EMEA Referral Partner Manager | Catapult
1d Edited

The most advanced and complete SaaS sales / GTM framework (and training) I’ve ever come across. PERIOD!

I’ve consumed all the most famous sales methods you can think of. But it always felt like the picture was incomplete and something was missing. That was until I discovered WbD and their unique YouTube videos. It literally blew me away and change my view on SaaS sales methodology. Forget about tricks to “close the deal” and wing it like the pro…If like me you’ve been longing for a sales training framework that breathe data, can reconcile all other methods you’ve learned about, put processes and models first, then your search is over.

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Ethan Gustav 1st
VP of Revenue, North America and Global Accounts | Infobip
1d Edited

To be clear, the team at WbD that we partnered with were incredible. So skilled, professional, collaborative, empathetic, and appropriately flexible and prescriptive to our acute needs.

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Rachel Phipps 1st
Director of Customer Success, EMEA | SmartRecruiters
1d Edited

Rather than simply sign off, I want to say I’m DELIGHTED with the output we have now…Overall, I’m blown away by the work that has gone into this. This significantly supports us to raise the bar and deliver a notably higher standard of CS. This WILL become what we live and breathe within CS, and I know the team will embrace the content, structure and guidance it provides.

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Rich Taylor 1st
VP of Operations and Chief of Staff | Qualio
1d Edited

The expert team from Winning by Design dove deep into our go-to-market teams, processes and data to uncover some critical growth levers for our business. Not only are these insights and action plans essential for our next stage of growth, but they are also helping to get everyone on the same page! Would I recommend Winning by Design to fellow B2B SaaS Growth Leaders – absolutely!

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Kevin Lord 1st
Head of Practice Sales | FreeAgent
4d Edited

Using SPICED is a firm favourite of mine!

The Winning by Design methodology is what we have implemented successfully at FreeAgent the past 3 or 4 years.

Simple sales framework to help with your conversations keeps you consistent and, more importantly, in control of what is being said!

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Koen Stam 1st
Head of Benelux | Personio
1d Edited

Winning by Design is deep to my heart. Have had the pleasure implementing WBD sales fundamentals in 2017.

Can very very very much recommend Roelof Hengst, Dan Smith, Maria Abad Baides, and their free great content and blueprints on their website.

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Kevin McCombie 1st
Depot Support Engineer | TransPennine Express
1d Edited

They have a very easy-to-use learning system and blueprints you can download to help with learning. They conducted live sessions, which were very interactive; the instructor worked with all members of the course and showed a very high level of professionalism and, to top it off, had great energy.

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Megan Wagstaff 1st
Sales Development Manager | The Arbinger Institute
1d Edited

After our first class of Prospecting with Intent with Winning by Design I’m excited to rework emails in our sequences.

The “RRR” Framework has helped us realize we need to be better at providing value for our clients in our emails. I’m pumped to see what this will do for our SDR team! If you are an SDR leader or an SDR I recommend learning about “RRR”- Relevance, Reward, and Request.

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Hugo Roget 1st
Business Development Executive UK | Ryte
1d Edited

Thank you to Winning by Design for providing such a great course. Our Trainer Antoine Mandy is really next level!

I highly recommend any sales team to go through this training, it really brings up the level of professionalism we give our prospects during meetings and ultimately helps us deliver better value to our customers.

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Felix Beccar 1st
1d Edited

The amazing team at Winning by Design has very powerful frameworks and examples, a lot of free content on Youtube too

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Natalia Ardila Mejia 1st
Chief Experience Officer | Kriptos
1d Edited

Helpful and great methodology to learn. What I liked best was the impact of the storytelling “hero story”, spiced framework, and the importance of the 1st value and full value.

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Charae Harrison 2nd
Senior Mid Market Account Manager | Levelset
1d Edited

Wbd is changing the way I approach selling! I love how simple it was to understand. I’m a visual learner and I feel like the homework and training was a home run for me. Our instructor even tailored the training to our specific type of sale!

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Alee Hess 2nd
Senior Mid-Market Expansion Account Manager | Levelset
1d Edited

The trainers are incredible, as well as the platform itself. The first thing they teach you is how people learn — then they show you how we’ll utilize that knowledge to make our time training together more impactful.

Their process exposes you to the information multiple times and in various ways (read, watch, talk it out). The collateral provided is helpful to reference back to as well. Trainers are personable and make the courses more enjoyable.

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Walter Brown 1st
Sr. Account Executive | ThoughtTrace
1d Edited

Excellent sales courses. I like the suggested real-scenario application of this which was highlighted in the pre-work videos. The upside of using it is that it gives you a proven plan of attack.

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Jason Seale 1st
Director of Client Support Services | Central 1
1d Edited

Very knowledgeable and engaging presenters help bring the materials alive, allowing the lesson to resonate better.

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Mike Buccialia 1st
Fractional Sales Leader
1d Edited

Like most things these days, a lot of that has become data-driven, and in my opinion Jacco van der Kooij and the team at Winning by Design have a lock on what metrics you need to inform your strategy and drive growth.

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Account Based Selling

What is account-based selling, and why is it crucial for your company? Because it’s still a fairly new concept for some people. The definition of account-based selling changes depending on who you are asking, which is why we asked Winning by Design Managing Director Shari Johnston, one of the industry’s most top experts, to boil it down for us. “An account-based sales strategy can have a big impact on your organization,” she said. “It aligns your entire go-to-market team around winning and growing accounts that will be your next best customer.”

Johnston, who leads the industry-leading teaching and coaching programs at Winning by Design’s Revenue Academy, said that moving to account-based selling means that all of your customer-facing teams — including marketing, sales, and customer success — have to work together effectively. This requires more than just holding regular meetings that bring together various teams. It can mean rethinking how you organize your entire sales operation. “To really move the needle, there needs to be a team effort across go-to-market teams to unify who you’re targeting, how you’re orchestrating, and how you’re measuring,” she said. “That way we can deliberately ensure that all your teams feel involved in the whole process.”

Why is account-based prospecting and selling so important? Because when marketing and sales are in alignment, your team can focus on the high-value customers that are the best fit for your company. You can tailor all your campaigns, content, and communications to make them resonate with these companies. All of this pays off by increasing the number of deals you are able to close. According to research by Gartner 48% of organizations using account-based selling experienced a higher average win rate.

Not surprisingly, this sales methodology also improves customer lifetime value. When the term was first coined in 2004, account-based selling focused on bringing marketing and sales together. But with the rise of the recurring revenue model, customer success has become an equal partner in account-based selling. That’s because in today’s market, up to 93% of a customer’s lifetime value happens after the initial sale. Johnston said that incorporating customer success into the mix leads to sustainable growth. “Expansion of existing customers who you have built a trusted relationship with is the key to growth,” she said. “That’s especially true in today’s economic climate.” 

Wondering whether your company should invest more in account-based selling? Instead of spending a lot of time researching account-based selling templates or account-based marketing examples, you should turn to the experts. At Winning by Design, the leader in accelerating and optimizing recurring revenue, we use science-backed strategies to help you grow your revenue. We look for ways to incorporate account-based selling throughout your entire organization, then design and implement a plan to get you there. Wondering what is account-based management and how it can strengthen your operation? Need help figuring out how to incorporate account-based selling into the CRM system your team is currently using? We are experts at helping companies use the tools they have to up their game.

Blake Menezes, Director of Marketing at Bright Machines, said his company worked with a team from Winning by Design to up their game in terms of account-based marketing. “We had a project where we needed to develop an account-based approach as a part of our sales and marketing go-to-market efforts,” he said. “We brought in Winning by Design to help develop the high-level strategy and the account-based plays that we could use to reach our target accounts.”

Winning by Design helped Menezes and his team understand what was and wasn’t working with their current playbook. “I appreciated that the Winning by Design team was quick to provide direct and honest feedback on our existing campaigns,” he said. “This high level of candor and transparency was essential as they were building the strategy for our account-based marketing and selling plays.”

Menezes said the result was being able to provide customers with the impact they were expecting. “Winning by Design helped solve a few problems around our account-based marketing and selling approach,” he said. “Specifically, their team helped us figure out how to pace out a cadence of communications with a prospect to not only nurture them, but help them along their sales journey.”

Account Based Selling Strategy

Not long ago, our recurring revenue customers frequently asked us questions like: “What is account-based selling?” or “What is account-based engagement?”

But today, most sales experts already understand that an account-based selling strategy brings together members of your go-to-market team in order to pursue high-value customers. By this point, most companies have adopted some form of account-based sales. According to research by Terminus, the percentage of B2B companies that use account-based sales jumped from 77% to 94% in a single year. That’s a pretty significant increase. 

But most of these companies are fairly early in the process of account-based sales development. The Terminus study found that 43% of companies are still putting a program together, while another 8% are running a pilot program. That means more than half are wondering whether the strategy will work for them in the long run. 

Many companies are gradually implementing a named-account sales strategy. That’s understandable, because moving to account-based sales is a massive undertaking for any organization. But according to Winning by Design’s Johnston, that’s often not enough to see real results. “A lot of our customers have sent direct mail to some executives, and they think that’s account-based selling,” she said. “I think that moving to high-value channels is a great component of account-based selling. But without the messaging, without the orchestration, without the targeting, a lot of sales teams fall short because they are just using that one piece of the puzzle.” 

Winning by Design helps you implement an account-based sales strategy across your entire organization. We don’t just provide account-based selling examples — We put together a plan that’s tailor-made for your sales team. It’s all codified into your own playbooks, processes, and systems. Our consulting and training programs arm your team with the skills they need to succeed, and our coaching keeps them at the top of their game.

Leah Allen, VP of Marketing at Model N, said Winning by Design was an indispensable part of her team’s transition to account-based sales. “Winning by Design helped us develop and roll out a cross-functional account-based selling strategy across marketing, business development, and sales,” she said. “They helped with getting alignment at the leadership level first, then worked with us to develop the training materials and content. They have amazing frameworks and templates to guide the team’s learning and ensure the execution of the program is aligned and optimized.” 

Allen said her team gave her great feedback on Winning by Design’s approach throughout the training process. “Winning by Design consistently went the extra mile to ensure that we had the best possible content and that everyone was brought into the process,” she said. And the proof is in the pudding: We have already gotten engagement from some of our top key accounts.” 

Winning by Design helped her company deal with several challenges implementing an account-based strategy. “The primary challenge was getting more effective at engaging our top prospect accounts, which are large enterprises,” she said. “We needed a coordinated approach to be successful. Another key challenge was alignment across all our go-to-market teams, including marketing, business development, and sales. With Winning by Design, we gained a common language and structure so we could execute an account-based approach.

Account Based Selling Vs Account Based Marketing

Are you working to implement an account-based selling cadence? Trying to understand the difference between account-based selling versus account-based marketing? Wondering how marketers can scale an ABM campaign successfully? With a team of sales and marketing professionals that has plenty of hands-on experience with account-based sales development, Winning by Design can help put together a successful named-account sales strategy for your company. 

The wide range of courses available through our Revenue Academy helps you take advantage of the benefits of account-based selling. They are great for onboarding new team members and bolstering the skills of those you already have. For example, Account Management for Growth assists your account executives and customer success managers in uncovering opportunities, planning strategically, and building and deepening relationships with customers. Managing for Leadership transforms your frontline managers into coaches who can lead your teams in account-based marketing services.


Brianna Haag, Director of Account Based Marketing at Hopin, said courses from Winning by Design made the difference for her organization. “Our company had always seen value and results from a more targeted approach when it came to our prospects and clients, and Winning by Design’s training really helped us refine our approach and roll out a more formal program for the company,” she said. I liked that the training was structured in a way to encourage participation from everyone on the marketing team. We knew going into the training that it was important to listen attentively, participate, and actually understand the material. The “homework” after each training was helpful to make sure we understood the material, and the cadence of the sessions worked well with our regularly scheduled work week.

Hagg said that Winning by Design helped her sales and marketing teams align around a new account-based marketing approach. “We’ve already seen a huge spike in engagement with our key accounts in the first few weeks since the rollout of the new program,” she said.

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