Go1 Aligns Sales and Customer Success Around SPICED

Situation

Go1 runs Sales and Customer Success teams across several regions. In 2025, Go1 brought Winning by Design in for its sales kickoff to roll out SPICED across both teams.

Pain

Before July 2025, a customer could hear one story from Sales and a different one from Customer Success. Reps were strong at building relationships. Where they got stuck was clearly explaining the value of what the customer had bought. Information moved between teams, but not in a consistent way.

Impact

SPICED gave Sales and CS one shared way to run customer conversations and talk about deals.

• Over 120 staff trained globally in SPICED.
• Customers stopped repeating themselves. When CS walks into a customer conversation, they don’t have to unpack anything the customer already told the AE.
• Deals are judged on evidence. Sales leaders use SPICED to check how real a deal is, based on what they’ve actually seen from the customer.
• The habit shows up on calls. In Gong, managers hear reps catch a pain they would have skipped before and dig deeper without putting the customer off.

The 2025 kickoff gave Go1 one hour with Winning by Design. Go1 didn’t want that hour to be a one-time training. They built reinforcement into the year: follow-up workshops, SPICED-based deal huddles, and a “Spicy Fridays” Slack channel where managers shout out great conversations and winners get a Spicy Fridays hat. Go1 brought Winning by Design back for a second kickoff at 2026’s GTM Activate in Amsterdam to go deeper on provocative questioning.

If you’re a Go1 customer, do you get the same conversation as you would with sales as you would with success? Yes. Now you do.

Jenna Smith
Senior Manager, Customer Success Enablement