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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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