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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Customer Success Consulting

Winning by Design Founder Jacco van der Kooij is looking forward to a day when the divide between marketing and sales and customer success isn’t so wide. Today, many companies still think of marketing and sales as operating in completely different parts of the traditional sales funnel. And customer success is often left out of the equation altogether. He’s excited about finally tearing down these walls. “What if it’s not just marketing at the top of the funnel and sales at the bottom?” he asked in a wide-ranging interview on the Customer Success Podcast. “And what if customer success is not just something that takes place after sales gets a commitment from the client? What if they’re intertwined?”

Marketing and sales are thought of as profit centers, while customer success is considered a cost of doing business. But van der Kooij is adamant that customer success should be considered another profit center. After all, research reveals that up to 93% of a customer’s lifetime value takes place in the months and years after the initial deal is signed. That means that customer success is crucial for today’s B2B companies. “If you sell your customer something and you’re not able to deliver, there is going to be churn before you even make a profit,” he says. “In other words, the more deals you win, the more money you lose.”

According to van der Kooij, customer success consulting can be a crucial value driver for company growth, particularly for SaaS companies and others taking advantage of recurring revenue models. But what’s the best way to transform your customer success associates into a powerhouse team? The answer for more than 600 companies has been Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B organizations. Even “Training Industry”, the leading research and information resource for corporate learning leaders, gave Winning by Design high marks in its list of the Top 20 Training Companies in 2022.

With its new Customer Success Operating Model, Winning by Design’s Revenue Academy offers interactive training sessions, engaging instructors, best-in-class frameworks, and detailed blueprints designed with your customer success network in mind. In our roster of open courses geared toward all skill levels, we pinpoint why most companies leave this opportunity for exponential revenue growth on the table. We help you understand the types of customer success technology needed in today’s market.

Courses like Customer Success For Impact (teaching the fundamentals of driving more recurring revenue) and Account Management for Growth (teaching how to uncover opportunities, plan strategically, and build and deepen relationships with customers) help your customer success team thrive. On top of that, our private classes have curriculums that can be tailored to your company’s needs, and our coaching sessions reinforce the strategies that your customer service team has learned along the way.

Courtney Rinden, a Customer Success Associate at ID.me, said that Winning by Design helped her have more constructive sales calls. “The content helped me think more critically about the customer conversations I was having now and the ones I wanted to be having in the future,” she said. “I learned strategies to take discussions to the next level and connect more deeply with my clients.”

Customer Success vs. Consulting

Wondering about the difference between a customer success specialist versus a customer success manager? Are they the same thing as a customer solutions manager? And how about customer success versus consulting? The truth is that customer success is still a fairly new addition to the traditional marketing and sales team. Depending on the company, a member of a customer success department might have any of these titles. But they are responsible for establishing and maintaining a long-term relationship with customers. Their job is to make sure that your customers stay your customers for years to come. It’s no surprise that a survey conducted by Hubspot found that high growth companies are 21% more likely to recognize the important of a robust company success team.

 If all this sounds a lot like the responsibilities of an account manager, it’s because the two jobs work together in tandem. B2B companies who are achieving sustainable growth don’t think about customer success versus account management. They approach them as equal partners in the revenue team. As far as sales goes, their part of the process mostly ends when a customer signs on the dotted line. That’s where the customer success team takes over. For customer success, churn is the focus. Understanding what a customer needs from your company, and making sure that they get it, is how they prevent churn.

This partnership between sales and customer success is only possible if all your go-to-market teams are on the same page. If they are using different sales methodologies, or measuring their output with different metrics, chances are that they will remain siloed. Winning by Design unifies the sales process through the SPICED methodology, which it created to provide a common language across revenue teams. SPICED is being adopted by more and more SaaS-based companies because it can be applied at every step of the sales process. This means that marketing, sales, and customer success are part of the same team.

Adam Young, Senior Team Lead for Client Success at MindBridge, said that Winning by Design has helped his team perfect the sales to customer success handoff. “Winning by Design’s training helps make our kickoffs more professional, which leads to a smoother and more impactful onboarding process with measurable objectives,” he said. “It is also helping us build our internal playbook and library of resources. This will make our employee onboarding a better experience as well.”

Success Consultants

Putting together a customer success team from scratch isn’t an easy process. First, you have to define what it is you’d like to achieve. What CSM performance metrics are you going to track? You need to understand the differences between customer success versus implementation. When we talk about implementation, we mean figuring out the best way to onboard a new customer so that they don’t encounter any roadblocks along the way. It involves thoroughly understanding your customer’s process and workflows.

You also have to have a firm grasp of what we mean by customer success versus professional services. It’s similar to implementation because it’s also about making sure your product is successfully onboarded. But professional services is all about integrating your product with the software a customer already uses. All this is more important than you might think: According to recent research, 52% of customers who bail in the first 90 days do so because of poor onboarding. That’s more than twice the amount who leave because of your product.

Many companies, especially those still in the early stages, opt for hiring a client success consultant. A CSM practice can help startups launch their customer success program while giving them the time they need to focus on scalable growth. But customer success consultants are also invaluable for more established companies who have a wide range of customers who need different services. Customer success consultants can help them understand how their customers use their products and how they can improve implementation and professional services. They assist in formulating an organization-level approach to customer success.  

At Winning by Design, we uncover gaps and opportunities to help you optimize your revenue growth. We review your processes against industry best practices and peer companies and recommend improvements. We also offer playbooks that can help you up your customer success team’s game.

Best Customer Success Organizations

What do all the best customer success organizations have in common? Of course, it includes having an in-depth knowledge of their company’s product, an understanding of a customer’s needs, and the experience to be able to provide a customer with the impact that they need. On top of that, it requires having a repeatable process so they can give each customer the same level of service. It’s having the playbooks that can guide you through the process. That’s what Winning by Design gives to clients ranging from startups to Fortune 500 companies.

What is a customer success consultant able to do for your company? According to Andrew Levy, Co-Founder and CEO of Aircover, one of the big wins for his coaching platform for sales reps and customer service managers has been working side-by-side with an expert like Winning by Design. “Aircover has virtualized Winning by Design’s leading scientific approach to recurring revenue into a real-time, in-meeting playbook. We’re thrilled to surface this unified SPICED methodology across sales and customer success directly via our in-meeting coaching software.”

When Winning by Design talks about the future of customer success, we don’t just focus on the latest technology. We don’t point you toward the customer success articles in business publications or recommend that you study the customer success trends of 2022. That’s because the advice we offer our clients is pretty straightforward: provide the service that your customers deserve. When your company can provide your customers with the recurring impact they are looking for, that’s when you can achieve the recurring revenue you need to succeed.

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