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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Best Sales Trainers

According to a recent report from Hubspot, more than 90% of companies invest in some form of sales training. Because of the amount they are spending — up to $7,000 per employee — these companies want to make sure they are getting the best sales training possible. They spend a lot of time researching their various options so they can choose the one that’s the right fit. They narrow it down to those that are respected in the industry and are considered leaders in their field. They also make sure that their sales training methods get high marks from their colleagues.

However, many companies overlook the most obvious differentiator: Do they have the best sales trainers?

Having the right trainer makes all the difference. It means that your employees taking a course are more alert, more engaged, and — most importantly — more likely to retain what they learn. They can take the skills that they have developed and apply them immediately. And they can pass along these skills to others on their team. That’s why online sales training is an important step in building a team that meets and even exceeds your goals. Here are some of the qualities that you should look for in a trainer:

 Years of sales experience. The best trainers are those who have already spent years honing their own skills. They are seasoned sales professionals who can provide their students with real-life examples and discuss different strategies for approaching the types of challenges all sales teams face. They have negotiated deals, coached colleagues, and built successful teams. Check out the qualifications of the trainers at any company you are considering. If they don’t have actual sales experience, that should be a red flag.

 Knowledge about today’s industry. The way that we approach sales is constantly changing. Sales methodologies that were considered cutting edge a decade ago are now outmoded. A different set of skills is required to really master the recurring revenue model that most companies are turning to today. If the trainer you are considering is too focused on closing the deal, and not focused enough on maintaining long-term relationships with customers, they probably aren’t well-versed in recurring revenue. That’s a big strike against them. Sales teams — especially those at SaaS companies — need to understand what today’s customers are looking for and how they best sell to them.

 A focus on learning. It’s a great thing to have a passion for teaching, but the best trainers also make sure that their students completely understand the concepts that they are explaining. This means that the old-fashioned lecture format is out. It’s just not the way that students learn today. Recent research revealed that after 30 days, students retained less than 10% of what they learned during a lecture. Instead, trainers should use a more interactive style. There should be plenty of time for questions, as well as for sharing the challenges that they are encountering.

 At Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B organizations, our trainers are the best in the business. They have won numerous awards and are frequently asked to speak about their experiences teaching the latest sales techniques. They lead sales training courses for beginners that will bring the newest members of your team up to speed, as well as the best sales coaching programs designed to improve the skills of your most skilled account executives.

Solution Architect Krista Zink said the training provided by Winning by Design helped her team stand out in the crowd. “I have taken a lot of sales training classes in my career, and one of the best was the one I just finished with Winning by Design,” she said. “They gave us a unified sales methodology to help us increase sales while setting ourselves apart from the competition.”

Sales Speakers and Trainers

If you conduct an online search for the best sales trainers of all time, you just might come across Winning by Design’s Founder and Co-CEO, Jacco van der Kooij. One of our customers described him as a “force of nature,” and that sums him up pretty well. He’s passionate about teaching teams about the power of the recurring revenue model and is generous in the way he shares the knowledge he has learned over the years. He also happens to be one of the best sales leadership speakers today, and is often asked to be the keynote speaker at major conferences.

 But when it comes to outstanding sales speakers and trainers, you can’t go wrong at Winning by Design. Our team of trainers and revenue architects is constantly speaking on podcasts and on panel discussions about how we help companies achieve sustainable growth across their entire revenue team. And they aren’t afraid to challenge conventional wisdom if it’s wrong. John Grispon, Lead Revenue Architect at Winning by Design, had this to say recently on the Pavilion Podcast: “I often hear sales leaders say: ‘I want people that are great closers.’ And I just think, ‘That is baloney.’ You don’t want great closers, you want great openers, people that are great at discovery. That’s where you win the sale.”

 There’s a reason why our trainers make such compelling direct sales speakers: They hone their skills in the classroom day in and day out. They are the reason why we are winning awards for our work. When Training Industry, the leading research and information resource for corporate learning leaders, released its list of the Top 20 Training Companies in 2022, high on the list was Winning by Design. Having the best sales speakers also helped us to rack up more than 500 five-star reviews on G2, where we are ranked among the best in numerous categories, including Sales Training and Customer Success Training. 

But we’re most proud of what our students have to say about our trainers. Gabriella Bispo, Account Growth Manager at Pipefy, said it was our trainers that made the difference for her. “The vast knowledge of the trainers, the high quality of the materials, and the techniques used to teach us were incredible,” she said. “I am more confident and more productive.”

Famous Sales Coaches

Where do you find the best sales training programs for your team? When it comes to training people in a variety of roles, Winning by Design has the right mix of interactive training sessions, engaging instructors, best-in-class frameworks, and detailed blueprints for each step along the customer journey. We offer the best-in-class open courses that are perfect for one or two of your team members or even a small group to hone their skills. Our private classes have curriculums that can be tailored to your company’s needs, and our coaching sessions reinforce the strategies that your team has learned along the way. 

And as we mentioned, the top sales trainers in the world are at Winning by Design. Amanda Hill, Sales Enablement Partner at Tipalti, said she has nothing but praise for the team at Winning by Design. “The caliber of the trainers is immense,” she said. “Each one that I have worked with has impressed me with their knowledge and their ability to keep things relevant and exciting.”

 Looking for the best startup coach to help your early-stage company begin to scale? Or maybe your growth-stage company needs help bringing down its customer acquisition cost? Winning by Design’s revenue architects can implement a common language that your entire team — marketing, sales, and customer success — can understand. We can also provide you with a universal methodology that ensures you have a well-orchestrated customer experience. It’s all codified into your own playbooks, processes, and systems. That’s something that not even the most famous sales trainers or most famous sales coaches can provide.

Best Sales Books

According to Close, one of the best sales books available today is Jacco van der Kooij’s “Blueprints for a SaaS Sales Organization.” The book, according to the editors, “distills decades of combined experience building high-performance SaaS teams into detailed instructions that help sales managers design, implement, and execute better sales plans.” That’s pretty high praise.

 There’s a reason why “Blueprints for a SaaS Sales Organization” made this list of the top sales books of all time (and why it’s found its way onto many other similar lists): It literally wrote the book about how SaaS sales teams are built. There were no existing sales frameworks purpose-built for a recurring revenue framework, so the Winning by Design created one. This book is the bible for SaaS companies. It’s also one of the best sales books for beginners in recurring revenue companies. Here’s a little of what it advises: “Time is the only resource you can’t replace, and in today’s fast-moving market your competitors are quick to leap ahead of you and cash in on the market you and your marketing dollars created.” 

Because the recurring revenue framework is still fairly new, the courses offered through Winning by Design are constantly being updated to include the latest information about SaaS sales. Our innovative new courses focus on augmenting management skills, prioritizing customer success, and mastering the recurring revenue model. They are all available through Winning by Design’s highly regarded Revenue Academy.

There are a lot of books competing for the title of best sales book of 2022. But “Blueprints for a SaaS Sales Organization” deserves a place on the shelf of anyone interested in how recurring revenue companies are evolving.

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