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

Design Icon


Apply a universal methodology and process across your entire customer journey


Activate through defined processes and playbooks, implemented directly into your workflow

Training Icon


Arm your reps with the core skills for success, with a common language to unify as one GTM team

Coach Icon


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.

View on LinkedIn
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 ⭐️

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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!

View on LinkedIn
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!

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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

View on LinkedIn
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.

View on LinkedIn
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!

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn

Customer Success KPIs

As a business leader, you want to see your company grow. However, you may find yourself wondering exactly how to do that and measure customer growth. You may have heard of several different best metrics to use. The question of how to measure customer growth is closely tied to the question of how to measure customer success. Customer success is absolutely crucial to a company’s growth and prioritizing it can unlock new opportunities for exponential growth. 

Customer success is a business discipline that looks beyond customer acquisition to the process of nurturing a healthy, long-term customer relationship. Traditionally, many businesses funnel much of their efforts and resources toward top of the funnel sales and marketing. These areas are often believed to be the biggest drivers of revenue growth. Businesses also often overlook an important point: securing a customer’s repeat business is just as important as acquiring the customer in the first place. For SaaS companies, this repeat business is built right into the business model. Customers pay a periodic subscription fee, which means they always have the choice to not renew their business with your enterprise. Prioritizing customer success is one of the best ways to make sure your customer chooses to continue using your service.

Customer success is clearly important, but simply defining the term still leaves the question of how to measure it. Metrics like customer lifetime value, churn rate, and net promoter score probably spring to mind; while terms like these are tossed around frequently, it’s crucial to actually understand how to apply and interpret each one. Customer success KPIs can be valuable sources of information that enable you to make informed decisions about customer success at your company — decisions that can drive significant growth. 

Your business might not need to use every single customer success KPI. Metrics can be more or less applicable depending on the industry, the type of company, and the individual needs of the organization and its customer base. By familiarizing yourself with the most critical customer success KPIs, you can determine which metrics your customer success team should be focusing on for the best results. However, analyzing your company’s customer success needs can be challenging, especially if you haven’t devoted much attention to customer success in the past. Winning By Design helps companies identify the right KPIs to prioritize and improve the customer success results they’re able to achieve. 

In this article, we’re going to focus on some of the most important customer metrics that are valuable for most kinds of businesses — namely: what they are, why they’re important, and how to calculate them.

Customer Success Metrics

There is a long list of customer success metrics you can use to measure various specific aspects of customer success. Whether you call them customer metrics, KPIs, or something else, they have a lot of value to offer your company.

Customer Lifetime Value

Customer lifetime value (CLV) is one of the main customer success metrics SaaS companies should be paying attention to. Customer lifetime value predicts the total revenue you’ll earn from a client over the course of your business relationship. CLV is based on two fundamental KPIs: annual revenue per customer and the average length of each customer relationship in years. If CLV is increasing, it could indicate your customers are highly successful with your products or services. A decreasing CLV could indicate your customers are struggling and at risk of churning. 

To calculate average customer lifetime value, first determine your business’s average annual revenue per customer, the average length of each customer relationship, and the average cost of acquiring a customer. Then, use the following formula: 

(average annual revenue x average length of relationship) – average customer acquisition cost = average CLV

Customer Churn Rate

Another of the most important customer success metrics for a product or service is churn rate, something Winning by Design was able to reduce for leading SaaS Data Protection Platform, OwnBackup. Churn rate is the percentage of your business’s total customers that end their relationship with your business over a given period of time. This is one of the most basic (and critical) customer success metrics for a project of any kind. A high customer churn rate tells you that customers are dissatisfied with the value your company is providing and indicates a need for a better customer success strategy.

To calculate customer churn rate, identify a period of time you want to observe, the total number of customers your business had at the beginning of that timeframe, and the number of customers you lost during that time frame. To find your customer churn rate for the chosen period of time, simply divide the number of customers who left by the number of customers who existed at the beginning of the timeframe. 

Customer Success KPIs B2B

Here are a couple more customer success KPIs B2B companies, SaaS companies, and many other kinds of businesses should care about.

Customer Satisfaction Score

A customer satisfaction score (CSAT) is a valuable metric for nearly any customer success manager. Performance metrics like this one are essential for evaluating how customers feel about your company. The kind of experience a customer has when interacting with your brand is just as impactful as the value they receive from your product or service — which is why customer satisfaction is one of the most common KPIs for customer success executives to measure.

CSAT score is typically measured using a survey. After a significant customer interaction, ask the customer to rate their experience on a scale of one to ten. Scores six through ten represent positive feelings about the interaction. To calculate customer satisfaction score, divide the number of positive scores you captured by the total number of scores you captured.

Net Promoter Score

Net promoter score is another important metric that’s relevant to practically every VP of customer success. KPIs like customer satisfaction score and net promoter score (NPS) are based less on hard, numerical data and more on customer sentiment. NPS measures how likely your customers are to recommend your business to someone else.

To calculate net promoter score, you’ll once again need to distribute a survey to customers that asks them to rate their likelihood to recommend your business on a scale of one to ten. Customers who respond with a zero through six are detractors, those who respond with a seven or eight are passive, and those who respond with a nine or ten are promoters. You can use these responses to calculate the percentage of your total customers who are promoters and the percentage who are detractors. NPS is the difference between your promoter percentage and detractor percentage, written as a score from -100 to 100.

Consultative Selling

Why focus on consultative selling? Many companies that are using the recurring revenue model are starting to see their conversion rates decline because their sales teams are not well equipped when it comes to servicing the ongoing needs of their subscription customers. By focusing only on closing the deal, those companies are preventing their go-to-market teams from providing true impact for customers. That’s why consultative selling is so important. Because the focus is on building long-term relationships with customers, consultative selling takes into account the 93% of a customer’s lifetime value can come months or even years after the initial deal.

As we mentioned before, the consultative selling process starts when your sales team makes contact with a customer who has a problem they want to solve. Winning by Design’s consultative selling training programs are vital to business success because they help you and your team connect with customers from the beginning of the sales process. Our trainers come from the business world, so they don’t just give you examples of consultative selling. They tell you about real-life situations that they encountered. Because our courses are designed to be interactive, trainers get participants to discuss their own challenges. This is not something you can get from books on consultative selling.

Winning by Design doesn’t offer one-size-fits all training. Each of the courses available through our Revenue Academy, known for its top-rated training and coaching for go-to-market teams, offers role-based training for your entire team. We have teaching tracks geared toward Account Executives, Sales Development Representatives, Customer Success Managers, and Sales Managers. And there are also courses for frontline managers, as well as your team members who aspire to move up in the ranks. We offer open courses that are perfect for individuals or small groups from your team, along with private classes with customized curriculums that are great for a whole department. We also have coaching that ties everything together.

Customer Success KPI Dashboard

Even if you’re familiar with the best way to measure each customer success KPI, it can be difficult to keep all the data organized — especially if your organization is already very large with an expansive customer base. A customer success KPI dashboard is a great tool for gleaning actionable insights from customer success metrics. Dashboards are often included with various kinds of customer success software. You can find many different customer dashboard examples in various sales and marketing software packages. However, before you get too far into building a personalized customer success dashboard, you should ensure you’re familiar enough with the KPIs to make good use of the information.

Customer Success KPI SaaS

Let’s continue examining some of the essential customer success metrics you might include on a customer success dashboard.

First Contact Resolution Rate

First contact resolution rate measures the percentages of customer issues that are resolved in a single interaction. First contact resolution rate is one of the most critical customer success metrics for SaaS companies and many other kinds of businesses. As you probably know, your customers don’t have time to spend waiting for answers — solving their problems promptly communicates respect for their time and can ultimately strengthen the relationship.

Calculating the first contact resolution rate is a simple matter of dividing the number of support tickets that are resolved after one interaction by the total number of support tickets your customer support team received during the given period of time.

Monthly Recurring Revenue

Monthly recurring revenue should be of great interest to any customer success manager. Performance metrics based on revenue can give you a general picture of how much money your customer base is spending and, more importantly, whether they’re spending more or less over time. This is one of the customer success KPIs SaaS companies may find useful. SaaS customer success KPIs are especially valuable for companies that sell software to other businesses based on a subscription model.

Customer Success Manager KPI

Performance metrics are valuable tools for measuring customer success and determining the best course of action to improve it. For a customer success manager, KPIs are essential sources of information that make it possible to build an informed, effective customer success strategy. 

However, understanding the metrics is only the first step. You need to know the right KPIs for customer success at your organization. Focusing on KPIs that aren’t relevant won’t have the desired effect on long-term customer success. Winning By Design can help you identify the most important KPIs to guide your customer success strategy.

Related Articles

Get in touch

Contact us to see how we can help your team transform.