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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Consultative Approach

Why should your company take a consultative approach to sales? When is it most effective? When should you consider another approach? Before we go into the details of the consultative approach, let’s talk for a minute about sales methodologies. A sales methodology is the way that you execute your sales process. Putting it simply, your sales process maps out the steps you need to take to earn a customer’s business, while your methodology is the strategy or approach you use to get there. Some methodologies focus on a certain stage of the sales process. Others are about the strategies you use to convince a customer that you have the right solution for them. A methodology that proves successful for one company might not work at all for another, even if both are in the same industry, are selling the same type of product or service, or are targeting the same customer base.

One of the most straightforward sales methodologies is called solution selling. This is the shortest of the methodologies, as it involves only the first part of the sales funnel. A customer comes to your sales team already aware of the problem and the probable solution. Your team only has to assist them with selecting the right product. This methodology focuses less on what product the customer needs and more on why it’s the best solution for them. It allows your team to not only sell a particular product, but to position themselves as experts who understand the customer’s needs and can help them find a solution. Because of this, the customer is likely to return when they need to find solutions for other problems.

The problem with solution selling is that customers are more savvy than they used to be. Since there’s so much information available online these days, they don’t need as much help with understanding their problem and finding a solution. That’s why many companies have adopted consultative selling.

According to recent research from Salesforce, 84% of businesses say they are more likely to buy from sales reps who understand their goals. However, more than half of those businesses believe that the majority of sales reps don’t have a firm grasp on what they are trying to accomplish. That provides a golden opportunity for companies that are adept at consultative selling. What’s the meaning of a consultative approach? This sales methodology is about establishing a long-term relationship with a customer. Sales reps take the time to research a company and figure out their pain points. By the time they sit down for a meeting with the customer, they already know as much as they can about their problems and the potential solutions. The questions they ask at the meeting prove to the customer that they understand what they need.

Sales methodologies come and go, but the consultative approach has stood the test of time. But like any methodology, consultative selling requires training so that your sales rep and your entire go-to-market team understands what it’s all about. Winning By Design provides sales teams with strategy, consulting, and coaching programs to help them master consultative selling and other sales methodologies. The leader in accelerating and optimizing recurring revenue for B2B organizations, Winning by Design provides the best tools for all of your go-to-market teams.

Consultative Approach to Problem Solving

The classic example of the consultative approach is the person who’s in the market for a new car. The salesperson at the dealership could ask what kind of car they’re looking for and direct them to a model that would be a fine option, or they could ask them a series of questions — How often do you drive? How many passengers do you usually have? What’s your daily commute like? — to better understand which car on the lot would best satisfy their needs. Because the salesperson is using their expertise to help guide a customer’s decision, they are using a consultative approach to sales.

It’s not hard to apply these same principles to an office setting. Suppose that you are on the sales team of a company that makes a suite of onboarding tools. If you were using solution selling, you’d listen to a customer as they talk about what they are looking for and suggest one of your software products. But with consultative selling, you’d dig deeper. You’d ask probing questions about their process — How do you currently onboard new team members? What’s the hardest part of your onboarding process? How does it impact your company? — in order to understand their pain points. When you can diagnose their problem and come up with a solution, you’ve proven that you’re an expert that they can trust with their business. 

That’s where Winning by Design comes in. Our award-winning Revenue Academy offers interactive training sessions, expert instructors, best-in-class frameworks, and detailed blueprints for every step along the sales journey. More than 600 companies — from small and medium sized businesses to Fortune 500 corporations — take advantage of our expertise in sales methodologies and all other parts of the sales process. 

Because it is so versatile, the consultative approach to problem solving is applicable to more than just sales. It’s a common decision-making process. When we talk about a consultative process in the workplace, we are referring to how a manager asks for inputs from their team when they are faced with a difficult issue. The manager still makes the ultimate decision, but only after their team weighs in. This process is also known as “decision by authority after consultation.”

Consultative Approach Management

When it comes to employee engagement, a recent poll from Gallup revealed that the quality of managers makes a difference 70% of the time. That’s why many leaders choose a consultative approach to management. This more collaborative style of management has been shown to increase employee engagement and build team cohesion. It also reduces turnover when employees feel like they are an important part of the team. Those who use a consultative individual leadership style serve as mentors to their team, helping them reach consensus on issues that are important to the company. This differs from a persuasive management style in which a leader spends more of their time explaining to their team why certain decisions were made.


A consultative management style is often seen as an advantage in technology and other industries where the leadership may not possess all the skills necessary to make every decision. Examples of a consultative management style would include a software company where a manager lacks engineering skills. That person would probably consult with the IT team on the best timeline to roll out a new product. On a sales team, a leader who has only worked with enterprise-level customers would speak with account managers before making a decision about small and medium sized businesses.


As with any management style, a consultative management style has advantages and disadvantages. On the plus side, it increases employee engagement by ensuring that team members of all levels feel that they are part of the decision-making process. It improves the quality of the decisions made by managers because they have heard from multiple viewpoints, and it often sparks discussions about other improvements that can be made in the department. Among the disadvantages are the fact that it’s not a way to make quick decisions. It’s a time-consuming process because it often involves many different meetings.

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