Best in class sales team training

Give your entire GTM the skills and common language they need to succeed in driving 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 Manager Training

According to research from McKinsey, customers think they make decisions based on product and price, but they actually are more focused on service and support. When making a major purchase, about 31% of companies say that the most important differentiator is the customer experience. That’s much higher than product features (19%), price ($18), or reliability (17%). It turns out that customers care about the service they receive, from the sales process to customer success.

In B2B companies, many sales leaders were trained under the perpetual license model that dominated until a little over a decade ago. A perpetual license model focuses almost exclusively on closing the deal. That’s why those who are familiar with this model think that their differentiator needs to be price or product. These are the things that help convince one-time customers to sign a deal.

But the way that B2B companies approach sales began to change in 2008, when the recurring revenue model emerged. Tech companies that had been relying on the perpetual license model began making the switch. Software as a Service, or SaaS, quickly became the most effective sales strategy. Account managers who mastered this model were best able to meet the needs of their customers, especially their enterprise customers. 

It’s clear from the number of people doing online searches for “key account management training” or “key account management certification” that many sales professionals are looking to learn more about the ins and outs of the recurring revenue model. They are eager to put processes in place that shift the emphasis from closing the deal to forming long-term relationships. But where should they turn for the best certifications for account managers? Thousands of sales professionals have already chosen courses from Winning by Design.

The industry leader in accelerating and optimizing recurring revenue for B2B organizations, Winning by Design offers account manager training that helps sales professionals understand the best ways to help customers get the most from a product. They learn the most effective key account management strategies from some of the best names in the business.

No wonder our account manager courses get high marks from our students. “I cannot recommend Winning by Design enough because it really helped open my eyes to what I may be doing well in my role today and, more importantly, where my areas of improvement are,” said Shahan Noorani, Territory Account Manager at Uber. “Even the little things make the biggest difference, and I was able to capture that information through this course. I just wish I would have had access to this sooner to start implementing these strategies sooner and reap the benefits in my customer conversations.”

Account Manager Training Online

While some companies use the terms account executive and account manager interchangeably, there are some big differences. Account executives focus on the initial sale. They conduct in-depth research about potential customers and meet with their teams to ask them questions about the pain points they are encountering and offer potential solutions. In most sales methodologies today, they strive to come across as less of a salesperson and more as a trusted advisor by helping the customer find the best way to solve their problems.

Account managers maintain the relationship with the customer after they have committed to a partnership with your company. They are responsible for the ongoing customer relationship and work to identify ways they can use your products to reach their goals. Companies typically create account management teams to focus on customer expansion so that account executives can focus more on acquiring new customers. 

Account managers also differ from customer success managers. Account managers are responsible for managing the commercial side of the customer relationship. Customer success manages the day-to-day relationships with customers and ensures that they are achieving the impact that they expect.

Because their roles are so unique, the best account management courses focus on the skills account managers need to succeed. Winning by Design’s Revenue Academy offers open courses geared toward account managers that focus on building the customer relationship. It’s among the best account manager certification programs available. 

At Winning by Design, our online account manager training sessions are led by professionals who understand the role of an account manager. Many have even worked as account managers, so they provide valuable insights into how to develop the customer relationships. They also work closely with participants on how to solve their own business challenges. “The most helpful part is having the opportunity to be guided by a professional and asking questions on these topics,” said Roos Tros, Senior Business Development Representative at Foleon. “I would highly recommend Winning by Design to any sales professional wanting to take the next step in their career.

“I took the account management course and loved all the ideas, experiences and strategies shared during the course weeks,” said Amanda Nascimento, Account Growth Manager at Pipefy. “All the lessons were practical and easily applied in everyday life. We had great results.

Digital Account Manager Training

If you’re new to account management, you’ll definitely want to build up your skillset with the right kinds of courses. There are dozens of account management courses for beginners, but how do you find the right one for you?

First of all, look for those that include more than just lectures. There should be plenty of opportunities for classroom discussion so that you can bring up the issues you are facing in the office. You might be surprised to learn that most people are encountering the same challenges. Breakout sessions should allow you to work on solving problems with other professionals.

Winning by Design offers expansive and top-rated sales training courses where open classes are tiered for sales professionals of every level. Our digital account manager training makes new employees feel confident and prepared for their first day on the job. These courses are also great for helping those transitioning into an account manager role. “I am a first-time seller in a new role, so Winning by Design gave me some great foundations,” said Account Manager Alex Magers, who took a course with his new team. “They represent the latest and greatest in sales strategy. The Winning by Design team has equipped me with some great tools to add to my repertoire in leading effective meetings and leveraging active listening.

Of course, if you already have experience in account management, Winning by Design has advanced account manager programs designed to take you to the next level as well. Our top-rated open courses and private coaching offer a wide range of key account management training materials that will aid you in your interactions with customers. Our students constantly refer back to our best-in-class frameworks and detailed blueprints that cover every part of the sales process.

Strategic Account Manager Training

According to SAMA, the nonprofit association dedicated to strategic account management, 71% of B2B customers are willing to switch suppliers if they can get a better deal with another vendor. That means it’s more important than ever to make sure that your company is seen as indispensable to customers. The right kind of strategic account management training will give you the edge.

Winning by Design’s online account management certification program focuses on the SPICED methodology to provide a common language for SaaS companies. With this methodology, we teach your entire revenue team how to focus less on one-time sales and more on creating lasting value for the customer. With everyone on your team using the same methodology, you can make the most of the recurring revenue model.

SPICED is designed for all stages of the customer journey, moving them seamlessly along the way from Business Development to Sales to Customer Success. It’s ideal for strategic account manager training because it helps you better understand your customer. During the sales process, your company’s account executives use SPICED to analyze a Situation, figure out Pain, and help identify achievable Impact. This same methodology works equally well after a customer has purchased from your company.

If you enroll in Winning by Design’s courses, our online account management courses free you up to do your best possible work. You’ll be joining the teams from more than 600 companies that train their go-to-market teams with Winning by Design’s pioneering sales training courses and coaching. Winning by Design has earned more than 500 five-star reviews on G2 and is ranked among the best in the following categories: Sales Training, Sales Consulting, Customer Success Training, Account Based Marketing Consulting, and Revenue Operations Services.

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