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 Strategy

For any business in any industry, customer happiness and fulfillment are what keep your business running. There may be some businesses that operate as an absolute necessity, in which case the customer is forced to work with them, but in the business world at large, this is not a typical case. You will be competing with other providers interested in reaching the same customers you are, and you must find a way to secure customers and, most importantly, retain them. This is why having a strong customer success strategy is crucial.

Businesses with reliable customer success strategy and operations guidelines are able to engage with their customers and fulfill their needs in a way that makes customers feel cared for and eager to continue their business with the provider. With the wide variety of different business structures and contexts, there is no general customer success framework that every organization should follow. Instead, when it comes to figuring out how to create a customer success plan, you should look for customized solutions that address the strengths and needs of your team.

Having a good product or offering a good service is only one piece of the puzzle of running a successful company. If you cannot interact well with customers, and package your service in a way that is appealing and serves the needs of your customers, then your service may not resonate regardless of how groundbreaking it is.

Winning by Design is dedicated to providing strategies that serve SaaS companies and help them reach their goals of customer attraction, retention, and success. We serve our partners by empowering their teams to grow and expand from their existing frameworks and provide customized customer success strategies based on proven CSM playbooks. With turn-by-turn directions to help guide your team through the process, the future of customer success is accessible with the help of Winning by Design.

To help further illustrate the importance of a customer success strategy, we’ll expand upon some key features and benefits in the following sections.

Customer Success Strategy Framework

Customer success strategies are designed to improve your customer experience. This is accomplished by looking at the current strategies implemented by your team and determining a more efficient path forward. A customer success strategic plan should analyze your current operations and look for gaps in your process. By doing so, new opportunities for growth and success can be found. This is why looking to emulate a generic customer success strategy framework is not a wise choice. A strong B2B customer success strategy should be specifically tailored to your organization’s strengths and needs.

Reliable customer success strategies for SaaS will also look further than just dropping some insight and leaving your team to fend for themselves. While Winning by Design will assist your team by providing defined processes and playbooks for you to implement into your workflow, part of the goal is to provide ongoing support to help make these new changes truly stick with your team and allow us to determine how well you are progressing with your new customer success strategy framework.

For a customer success strategy example that can better demonstrate our process, consider checking out some of these suggestions. Here you can see our prioritization plans, and how we demonstrate our commitment to providing you with a robust customer success strategy that builds off of your current team and empowers them with the tools and strategies they need to grow and prosper.

While a customer success strategy presents new challenges to your team, it shouldn’t be something that feels entirely awkward and out of place. Think of it more as an opportunity to boost your current capabilities, rather than replacing your entire skillset. Some teams have great products in place, and a decent marketing strategy and just need a bit of a boost when it comes to strong customer engagement. That is when searching for an improved customer success strategy becomes a good choice for your team’s future success.

Customer Success Playbook

The backbone of any successful goal is a thorough and intelligent strategy. Even outside of the business world this rings true, and we can use sports as an example. If you’re playing football or basketball, and have the goal of scoring some points, then you’ll want to put some plays together to prepare you to get where you need to go. You’ll want to create a wide array of approaches, targeting your teams’ key strengths, in order to have the best point of attack for any situation. In sports these plays would be combined under a single playbook, an easy-to-reference guide to help you figure out what your next moves should be. In business, we can learn from this example and adopt a similar approach by creating a customer success playbook.

A customer success playbook will be formatted similarly, as a guide for your team to use in order to implement better strategies for your goal of customer success. The customer success playbook is one of the key tools used by the customer success industry to help teams learn new guidelines and approaches, in a way that is simple to understand. Depending on the size of your team, and the scope of the strategies, your team may even reference multiple custom playbooks in your pursuit of a more robust customer success strategy.

With the idea of a customer success playbook fully established, let’s talk about what you should look at when considering the value of a customer success playbook presented to you. A customer success manager may present your team with a customer success board presentation, outlining their plan for your team and the end goals of their framework. When observing this presentation, consider if you can gain the same insights as you would with a typical playbook. Can you see the responsibilities of all team members? Can you understand the logic of these “plays”? Are the end goals of this strategy clearly visible? If so, then you may feel comfortable knowing that you have a thorough customer success playbook on your hands.

While the customer success playbook will not be the only tool employed by a customer success manager, when answering the big question of “what is enterprise customer success?”, a customer success playbook may be one of the most significant. It helps demonstrate the outlook of the customer success team and helps provide clarity for your team in their roles moving forward. Do not overlook the value of this tool. If you’re considering a customer success manager to improve your business, make sure you ask if they plan to implement a customer success playbook.

Customer Success Strategy SaaS

Customer success is an important consideration in many different types of industries catering to many different customers. However, when it comes to SaaS, customer success may be the most important and comes with its own unique requirements. SaaS customer success metrics may differ greatly from other fields of business, especially when you consider the B2B nature of many of these businesses, versus B2C. Keeping a strong rapport with business clients and maintaining a relationship that encourages them to keep using your services, presents a much different dynamic than selling an individual product to a consumer.

Let’s consider what SaaS companies need to take into account when discussing a customer success strategy. SaaS businesses need to present clear value exchange, key impacts, and how they will better serve the customers versus their competition. Whereas in a consumer product business, you often just buy the product, and your interaction is over, SaaS businesses often have to work to build a more extended relationship. You may need to provide demos of your service as the days of buying software sight unseen is long gone. These may have been things you already noticed but never thoroughly explored, which would be the goal of a strong customer success plan. SaaS businesses need to thoughtfully consider what the nature of their business is, and how they need to accommodate that when engaging with customers.

Customer interaction and retention may be the next most important business responsibility, after hiring the business team itself. Without customers becoming loyal patrons, you cannot sustain a healthy business or find any room to grow. Strong customer success strategies realize the value of customers and look to analyze your current processes in order to understand how to serve them better. An internal review is always recommended, but it can be difficult to get an objective grasp on your situation if you’re only working from one perspective. A customer success manager can approach your organization with experience from many other business scenarios and provide you with a new perspective to move your customer success strategy forward.

Whether you’re looking to make the most of your current situation, intend to scale in the future, or want to reverse what has been a difficult time in your business, then you’ll want to look at implementing a new customer success strategy. Winning by Design is a company that empowers teams by fortifying their existing team with a customized SaaS customer strategy tailored to their needs and goals.

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