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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How to Increase Sales Performance

If your sales team isn’t hitting its targets, what’s the first step that you should take? Many managers would schedule a meeting with each of their sales reps and talk to them about making more calls, scheduling more meetings, and sitting down with more potential customers. According to many experts, that’s how to increase sales performance.

 The trouble is that “more” isn’t a number. You can tell your sales reps that you want them to deliver “more” closed deals or “more” annual revenue, but there’s no way to reach targets that aren’t clearly defined. To outline what you mean by “more,” you have to dig deep into the metrics. Identify the areas of improvement for salesperson, then figure out how you and your team can get there.

Once you know what metrics you want to improve, head back to your team. Instead of talking about results, discuss the metrics that prove what they are able to achieve. This helps each of your sales reps visualize what their next steps should be. When you have the data at your fingertips, you won’t wind up setting unrealistic goals. You’ll know exactly what everyone can accomplish.

And the other great thing is that you won’t have to micromanage your reps. Make it clear “what” you need them to do, and then leave the “how” up to them. For example, the metrics might show that they need to set side three more hours each week for making sales calls in order to reach their goals. Leave it up to them when to make these calls.

 The metric you select is likely to be different for each of your sales reps. Think about which metric will get each of them closer to reaching their sales improvement

goals. The one that you begin with might be the one that they can improve the fastest, or the one that will make the biggest difference to their bottom line. Focus on what would be the biggest motivator for them.

 Winning by Design, the leader in helping high-growth recurring revenue organizations drive sustainable growth, offers a wide range of tools to help take your team to the next level. With Metric-Based Leadership, you’ll better understand the math behind the metrics so that you can leverage that data to hit your goals. You’ll easily understand the reason your sales reps have been missing targets, whether it has to do with their efforts (for example, the number of calls they are making), their knowledge (knowing how to write a good proposal), or skills (how to connect with stakeholders). Then you and your reps can craft a sales improvement plan that works for everyone.

Action Plan to Improve Sales Performance

As you know by now, putting together an action plan to improve sales performance isn’t just about setting goals. It’s about using all the tools at your disposal to help your team success. Among the courses offered by its industry-leading Revenue Academy are two created with today’s frontline managers in mind. 

Managing for Impact recognizes that not everyone begins the job with the same set of skills. If a manager needs to build up their leadership skills in order to motivate their team, this course is the right place to start. It includes live instruction that include role-playing exercises, breakout sessions, and a chance for participants to apply the techniques they learn to real-life situations. It includes advice on how to have enlightening conversations with team members and constructive one-on-one meetings.

Managing for Leadership is designed to build on the skills that participants already have, helping them become better leaders in the process. The course guides managers on how to create a weekly, monthly, and quarterly coaching cadence to make sure their team continue to hone their own skills and explains how scorecards can help their team make more effective calls. These simple ways to improve sales performance can have a big impact on your team.

The course dives deeply into revenue metrics, focusing on which ones matter most and how to use them to set clear goals for a sales team. It helps you identify which metrics you want to track, why they are important, and how to use them to set clear and achievable goals for your team. After identifying these metrics, you can split them out by channel, prioritize them, and discover next-level equations. On top of that there are sales performance examples that make it one of the best sales management courses available today.

 We’re proud that our courses get rave reviews from our students. “The classes impart easy-to-implement skills and habits to enable our leaders to become coaches as well as managers,” said Senior Director Luke Bullen. “They help us to win more revenue by managing and developing our people in more productive ways.”

How to Improve Sales Team Performance

Figuring out how to increase sales at your organization means much more than understanding the metrics. First, you need to make sure that your entire revenue team — marketing, sales, and customer success — is speaking the same language. When your teams are using different terminology, it makes it more difficult to communicate. It also makes the sale process more complicated than it has to be.

When you’re looking for ways to improve your sales performance, you also need a universal methodology that ensures that you have a well-orchestrated customer experience. Without a system that unifies your revenue team, everything about the sales process — including passing the customer from marketing to sales or from sales to customer success — is just that much harder. This is a problem for companies operating on the recurring revenue model where the focus is creating long-term relationships with customers.

Winning by Design teaches leaders how to improve their sales team performance by giving them a common language and a universal methodology. We created the SPICED methodology specifically for companies using the recurring revenue model. It’s ideal for SaaS-based companies because it can be used at every step of the sales process. Unlike other methodologies, it doesn’t end when a deal is signed. It provides a consistent process that your entire go-to-market team can follow. All of our Revenue Academy Courses show how you can use SPICED training to improve your sales performance.

Our Revenue Academy courses are just part of what is offered by Winning by Design.
We also have private courses where you can discuss sample action plans to improve sales performance. With our interactive coaching sessions, you can go over many examples of sales performance techniques. There’s also an onboarding program that allows you to enroll your new hires in a custom internal onboarding session that gets them up to speed on sales performance theory.

10 Tips To Improve Your Sales Performance 

Looking to learn more about how to sell using the recurring revenue model? Want to figure out how to uncover more prospects or close more deals? The truth is that searching online for “5 sales performance examples” or “10 tips to improve sales performance” can only take you so far. Selling in today’s rapidly changing environment can be challenging. More than ever, it takes top-notch training to improve your sales performance.

That’s why thousands of sales professionals have already chosen courses from Winning by Design. We offer training that helps account executives understand the best ways to help customers get the most from a product. They learn the most effective account management strategies from some of the best names in the business. They go home with plenty of examples of sales performance techniques.

Account Executive Max Beatty said he and his team gained some valuable insights in our Selling for Impact course. “Winning by Design’s training provided a lot of insights into every aspect of the sales cycle,” he said. “The trainers took us through tips and best practices to get to the next stage in the funnel. They brought up things we had never thought to do but seem so obvious now that we’ve taken this course.

Areas of Improvement for Sales Reps

To understand how to improve your team’s sales performance, first you have to understand how to help each individual reach their potential. What are some areas of improvement for your sales reps? How about areas of improvement for you sales managers?

When you’re figuring out how to support your sales team, look to your top performers. Are there members of your team that are performing above and beyond in certain metrics? What about their work habits sets them apart from others? By figuring out how your best sales reps are able to succeed, you’ll have more data on how your average performers can also exceed their goals.

 Once you figure out the differentiators, put them into action. If your high achievers are making 20% more calls, make that a priority for the rest of the team. If they follow up a sales call with a great email, share the text with others. Put together playbooks with examples of great sales performance that will help your entire team achieve more.

 Need more sales improvement ideas? Check out Winning by Design’s long list of blueprints to guide you through critical parts of the sales process. These are not hidden behind a paywall, and they don’t require a sign-in to access them. They are a great first step in getting your team where you know it should be.

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