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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Align Sales

Companies spend hundreds of millions of dollars each year trying to figure out why their marketing efforts aren’t reaching their target customers or why sales reps aren’t able to close deals on products that are better than those offered by the competition. They often figure out that the problem is that their sales and marketing departments aren’t working together as efficiently as possible. Recent research shows that this can have a massive impact on a company’s bottom line. According to a report in Harvard Business Review, sales and marketing misalignment costs businesses more than $1 trillion each year.

When you don’t align sales, marketing, and customer success, the relationship between these teams suffers. They set different goals, use different strategies, and measure success with completely different metrics. Communication between them inevitably suffers. When your marketing leads don’t pass along information that they have uncovered about the issues customers are facing, or if sales reps aren’t sharing what customers are telling them, it’s a sign that your sales team is out of alignment.

It’s no secret that sales teams around the world are experiencing problems with marketing and sales alignment. According to research conducted by Forrester, about 90% of sales and marketing professionals say their companies are misaligned in terms of strategy, process, content, and culture. Almost all of the respondents said that it is having a negative effect on their companies. For example, among many challenges, sales and marketing report to separate executives. This means they are often working to meet different KPIs.

One particular sticking point, according to many sales and marketing professionals, is passing customers from marketing to sales or from sales to customer success. The handoff should be seamless for the customer, which is difficult if the process that each team uses is different. If your sales and marketing tools are not well integrated, the customer will notice right away.

When it comes to sales and marketing alignment, the best practices aren’t always clear. How do you go about combining marketing and sales so that both are able to reach their goals? How do you make sure they are measuring success in the same way? At Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B organizations, we help SaaS companies implement an operating model to drive sustainable growth. We take a close look at your marketing, sales, and customer success teams and make sure that they are presenting your clients with a unified end-to-end buying experience. This way you don’t just win new customers, you keep the ones that you have by providing the impact that they are looking for.

Juliano Braz, Managing Partner of the automated communications platform Take Blip, said that as his company grew, he wanted to make sure that all parts of his sales team were on the same page. “We were at a point where we needed to shift gears from an amateur sales team to a professional sales team,” he said. “When we started growing the team and investing a lot on sales, we knew we needed to get a more professional structure.”

Braz said he wanted to put processes in place that reflected the way that they do business. “I told the team at Winning by Design that I didn’t want an off-the-shelf playbook used by a hundred other companies,” he said. “I wanted to see something different, something 100% customized to our situation. And it was a great surprise that they did it just like that. It wasn’t off-the-shelf training. It was training that was focused on our current situation.”

After one training, Braz reported that Take Blip saw its bookings quadruple from $2 million to $8 million. He said the difference was Winning by Design’s individualized playbooks. “It wasn’t just training,” he said. “It was a real-life application of sales processes, so the results and the learnings were applied right away.”

How to Align Sales and Marketing

Wondering how to align sales and marketing? In their book “Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth,” Tracy Eiler and Andrea Austin wrote that each department has to understand that they work on different schedules. “One of the fundamental differences is that salespeople are working on a monthly or quarterly cadence, and marketing is working on a much longer cadence than that,” said Eiler. “And so that is part of what drives the tension.”

In an interview on the Marketing Trends podcast, Eiler said that there’s a strong need for alignment among the sales, operations, and marketing departments. Ideally, sales and marketing should always know what the other is doing and why they are doing it. Sales should know understand marketing goes about creating a list of qualified leads. Marketing should know the process used by sales to reach out to potential customers. “There is going to be conflict in the sales and marketing teams,” she said, “and you can make a difference there by bringing those leaders in the room together.” 

Eiler said that the latest sales and marketing alignment statistics show that customers have grown more accustomed to figuring out their problems and researching a solution themselves. According to a report by Gartner, buyers spend 27% of their time with online research and 18% with offline research. Meeting with potential suppliers only occupies about 17% of their time. That means sales and marketing has to work together if they want to catch the customer’s attention early.

At Winning by Design, we know how to connect sales and marketing so that they are working together. When you work with our team of Revenue Architects, they make sure that there is no friction when you’re passing a customer from marketing to sales or sales to customer success. We accomplish this by making sure your entire revenue team is speaking the same language. This is the first step in making sure your entire customer-facing team is perfectly aligned.

Another way that we connect teams is with open courses offered through our top-rated Revenue Academy. It has a wide range of options geared toward different departments. For example, Selling for Impact prepares new account executives with all the skills they need to hit the ground running. Prospecting for Impact does the same for business development reps. Because the courses teach the same methodology, your teams understand each other.

Elizabeth Matuzak, Mid-Market Customer Success Manager at Asana, said that Winning by Design helped her sales team come together to align on process and technique. “Most sales teams are a mix of people coming from different backgrounds with different levels of experience,” she said. “Winning By Design has something for everyone. In terms of realized benefits, we’ve seen more confidence in discovery calls and demos, more consistency in call outcomes, and a better framework to coach new reps coming into the team.”

Sales Alignment Definition

When talking about sales alignment, the definition most experts use is talking about bringing sales and marketing together so that they can share goals, priorities, and key performance indicators. According to Hubspot, sales and marketing alignment is the “process of creating a shared framework of goals and strategies backed by continual communication that enables teams to work as a cohesive whole.”

For today’s companies, there are countless benefits of sales and marketing alignment. But for SaaS companies, that’s only part of the story. Because up to 93% of a customer’s lifetime value comes after the initial deal, it’s crucial that recurring revenue companies also focus on their customer success team. In a recent interview, Winning by Design Revenue Architect Aurélien Tardieu said that aligning all of your go-to-market teams should be your top priority. “You need a process in place for your marketing, sales, and customer success teams,” he said. “Without that, it could cost you a place as a top player in your field.”

Courses like Customer Success for Impact are designed to integrate your customer success team into your overall sales strategy. Private classes have curriculums tailored to your company’s needs, and coaching sessions reinforce the strategies that your team has learned along the way. We also have best-in-class frameworks, detailed blueprints, and informative videos designed to keep all this information at your fingertips. And we back everything up with our industry-recognized certification. That’s the definition of marketing alignment.

Steven Gordon, Customer Success Manager at SmartRecruiters, said his team has benefited from “some of the best, most engaging trainers” in the business. “Winning by Design delivered some fantastic training addressing both the science and the art of customer success,” he said. “They covered some key methodologies as well as some of the softer skills associated with delivering value to our customers.”

Statistics on sales and marketing alignment show how important aligning your go-to-market teams can be. According to a study commissioned by LinkedIn, 87% of sales and marketing leaders say that a close collaboration between their departments leads to higher revenue. But only 43% said that failure to work together or share data was among their biggest challenges. Contact Winning by Design for more on how we can help your teams work together to achieve your goals.

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