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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B2B Sales Strategy

What is B2B sales? B2B sales companies are those that mainly market and sell their products and services to other businesses. Hence, B2B is equivalent to business-to-business. This is not to be confused with a similar acronym, B2C, which means business-to-consumer.

Some of the biggest B2B companies specialize in providing services in the form of software. These types of companies offer software as a service (SaaS), a model designed to produce recurring revenue. For example, the software may require a license to use that must be renewed after a certain number of years.

The B2B sales strategy framework is different from other sales strategies. The targeted audience of B2B companies is other businesses and may require sales techniques that differ from those typical in B2C sales, for example. However, not every B2B company has the same B2B sales process, as there is no single B2B sales strategy that can be isolated from the rest as being the best, objectively.

Although strategy can differ across the board, one aspect that many B2B SaaS companies have in common is the consistent need to create impact for the customer and to generate revenue for the company. Winning by Design (WbD) is an organization that helps recurring revenue teams within B2B SaaS companies deliver greater impact and achieve sustainable growth. Winning by Design offers scientific models, frameworks, courses, and other resources to its clients so they can accomplish these results.

Part of the reason why WbD’s B2B SaaS clients are so successful is because of its unique approach to sales strategy. This approach is rooted in the application of a common language and the implementation of a universal methodology across Revenue Teams (i.e. Sales, Marketing, Customer Success). WbD’s process can be summarized in five steps: Diagnose, Design, Activate, Train, and Coach. If you would like to learn more about the process that Winning by Design uses, continue reading.

B2B Sales Strategy Examples

For Winning by Design, the first step of your B2B sales channel strategy is to evaluate the current state of your performance in those B2B sales channels. GTM (Go To Market) Diagnostic is one of WbD’s major diagnostic services available to evaluate your business. Some of the evaluation frameworks included in the GTM Diagnostic are a data model for a recurring revenue business, an organizational structure that enables the team to scale, and so on.

WbD’s GTM Diagnostic and other diagnostic services derive quantitative data from B2B sales analytics and qualitative data from team member interviews to establish the current perspective. Winning by Design then extracts key findings, actionable insights, and prioritized recommendations from the data collected. You can view B2B sales strategy examples of diagnostic reports here.

Winning by Design will also evaluate real B2B sales examples from your communications and conversations with customers. These exist in the form of customer calls and written interactions, and they can be compared to best practices. When you combine this insight into customer communication with the data previously mentioned, you will be left with an objective review of your current sales process and how your sales representatives are executing it.

This entire evaluation is meant to focus on the impact of your sales team. Once this has been established, Winning by Design can provide you with a B2B sales plan example or recommendations through a Prioritization Workshop. In this workshop, Winning by Design experts and your team can collaborate to solidify how these recommendations will be prioritized.

Aside from the GTM Diagnostic, other diagnostic services that Winning by Design offers are the Pre-Playbook Diagnostic and the Account Based Marketing Benchmark Report. When using these diagnostic services in tandem, you can maximize your understanding of the current state of your company’s sales team.

B2B Sales Strategy Template

The next step of WbD’s B2B sales strategy template or process is Design. Winning by Design believes that you can reach your B2B sales objectives effectively by applying a common language and universal methodology across all of your GTM teams, which can then be codified into measurable best practices at the global scale. This codification occurs in things like documented processes, playbooks, and systems.

Winning by Design provides an array of design services that can help you define a clear sales process characterized by vetted strategies. Once your process has been redesigned and you have a sales playbook (PDF) assembled, your sales representatives can easily receive step-by-step instructions and guidance. If you would like to view pages from a sample sales playbook PDF, or if you would like to see other design-focused sales strategies examples, you can navigate here.

Some other design services Winning by Design offers its clients are the Prospecting Playbook, Impact & Retention Playbook, Onboarding & Adoption Playbook, and Expansion & Growth Playbook. You can use them to begin standardizing each stage of the customer buying and sales process, which can promote accountability at both the manager and individual contributor levels. Creating consistent impact starts with developing consistent instructions for your sales team.

Besides the variety of playbooks included in WbD’s design services, you can also engage in greater collaborative activities through coaching and workshops such as Account Based High Impact Coaching, Digital Marketing Workshop, and Account Research & Personalization Workshop. These activities can be useful for new hires in training or seasoned sales representatives that would like to further hone their skills. Another service, Discovery Q-Cards & Pocket Stories, can give your sales representatives targeted questions to ask during discovery calls. This could enable your sales force to understand its customer personas on a deeper level.

B2B Sales Strategy PDF

Redesigning your sales process is one thing while implementing those changes is another. These shifts in the way you operate and manage your organization are more likely to stick if you dedicate time to informing your sales team. With the right preparation, you can set your sales representatives up for success rather than confusion or struggle. This is what gives rise to the third step, Activate.

Winning by Design offers two activation services: the Salesforce Implementation Guide and an Implementation Workshop. Activation services like these are meant to teach your sales representatives which actions are the right ones to take before they are faced with making those decisions in actual sales calls. You can access additional information about these services and the role they play in your B2B sales strategy (PDF, or B2B sales strategy PPT) here.

The Salesforce Implementation Guide can serve as a helpful sales operation management PDF or resource. Rather than a general B2B PDF, this guide will focus on the implementation of changes into your tech stack. This could help your sales representatives adapt more smoothly by using the platforms they already use.

This leads to the next step of WbD’s process, which is Train. As part of WbD’s Revenue Academy, you and your team can access courses focused on creating impact in selling, prospecting, customer success, and managing. Each course is taught live, by certified instructors, and offers 8 to 10 hours of interactive training. Two hours of the week are supplemented by additional course material and homework. To solidify and document this training, learners will also have the opportunity to complete an exam and become certified for the course upon passing.

Learning is an indefinite process. For this reason, WbD’s live instruction courses are available across a wide range of GTM functions, one of which is revenue architecture.

B2B Sales Strategy Presentation

The final stage of WbD’s process is Coach. Coaching is a great way to build upon previous training surrounding conversations with customers. As your sales representatives become more and more comfortable with their newly acquired skills and the sales process playbook, the confidence driving their B2B presentation or B2B sales pitch deck will begin to translate into high levels of impact.

Winning by Design offers two coaching services: Revenue Academy High Impact Coaching and Account Based High Impact Coaching. The standard B2B sales strategy presentation or coaching session has a duration of one hour and consists of reviewing skills and roleplaying with cohorts. You can also participate in personalized coaching call reviews or skills assessments.

To make each session the best B2B sales presentation or coaching experience possible, there will be opportunities to cover a variety of topics. Some potential coaching topics include ACE + agenda, discovery calls, diagnosis, storytelling, uncovering impact and critical events, performing a demo, and writing effective email communications. When it comes to discovery calls and stories, in particular, they will be incorporated into the session when applicable.

Coaching is designed to strengthen the skills that your sales representatives learn in training to maintain constant improvement. As such, coaching provided by Winning by Design also focuses on the objective evaluation of a sales representative’s or sales team’s performance. Every week, a scorecard on skill review will be sent to the manager and the learner. This ensures everyone remains on the same page and progress is noted. If you would like to view an example of the weekly scorecard, you can navigate to this page here.

What has been discussed here has highlighted the complex and diligent nature of the sales process. The process is ongoing and there is always room for improvement. This is why the consulting that Winning by Design provides is effective; it takes that ongoing process into account by establishing a sales strategy framework around it.

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