Best in class sales team training

Give your entire GTM the skills and common language they need to succeed in driving 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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Prospecting Strategy

As more and more companies continue to populate the digital landscape, it is becoming increasingly important for businesses to create effective and sustainable digital marketing and sales strategies. Without these strategies, it can be challenging for a business to reach its target audience — let alone convert the prospect into a customer. Think about it this way, if you cannot find and reach your target audience in the crowded digital sphere, your likelihood of being able to actually get them to buy your products goes way down. When it comes to sales strategies, businesses need to ensure they are not only properly marketing their products but also targeting their marketing efforts at the right audience. This is where prospecting comes in. 

What is prospecting? The process of prospecting is identifying your potential customers (also known as prospects). This process is the first step in the sales process because it helps you to identify and singularly target the ideal customer for your products or services. Only once you have identified your target audience through a prospecting plan will you be able to ensure that your marketing efforts are going to good use. Another important part of prospecting is once you have developed a database of likely customers, you can utilize that information to communicate with those customers and convert them from potential customers into current customers.

Now, it is important to note that just like any other type of sales or marketing strategy, prospecting and qualifying your ideal market can be achieved by utilizing a number of different techniques and strategies. In order to create an effective and efficient sales prospecting process, you need to find the techniques and strategies that work best for your business. These techniques may be different from the techniques that other businesses use, or they may be the same. There are many different examples of prospecting strategies that you could use in your business, and likely the only way you will know for sure what techniques do and do not work is by trying them out.

This said, simply looking online for prospecting techniques and trying to implement them into your business blindly can do more harm than good because you may not be able to use those techniques accurately. Luckily, an easy solution to this problem is to utilize an online training program, such as Winning By Design’s Prospect for Impact training. In this course, you will learn the fundamental skills needed to achieve successful prospecting. These include communication techniques, email and voicemail crafting, and best practices for optimizing your prospecting efforts.

Inbound Prospecting Strategy

Now that you know the importance of prospecting as it relates to your overall sales strategy, you may be wondering, what is the most effective prospecting strategy? Well, before diving into which strategy is the most effective, it is important to understand that there are many different types of prospecting techniques available. Put simply, anyone who engages once with your online content counts as a lead, but not all of these leads are going to be good prospects. Prospecting is the step that helps you to sort these leads and determine which ones are going to be valuable and more likely to convert into customers. 

There are many different ways to go about prospecting, and one strategy that you can use to handle your prospecting process is the inbound prospecting strategy. When it comes to prospecting strategies, there are two main types: inbound prospecting and outbound prospecting. “Inbound” in sales means that the lead in question has come from a customer who is reaching out to your organization or otherwise engaging with your content. This could mean that the customer has asked a question about a product or service. On the other hand, “outbound” in sales means that the lead in question has not yet actively interacted with your business. This means that the potential customer has not asked any questions about a product or service and has not otherwise expressed interest in the product.

Inbound prospecting, meaning the individuals who are expressing interest in your content and products, can be used to find the prospects who are most likely to become customers because they have already shown an interest in your content. One type of inbound prospecting strategy example is to offer a specific product — like an eBook or newsletter — that requires the individual to provide their contact information in order to view. For example, you could include a subscriber newsletter that features new updates or products that a lead can access by signing up with their email. 

There are many sources of prospecting that you can use to improve the quality of your prospecting database. And while some businesses may get stuck in the idea that using only one type of prospecting system may be enough, in reality, you will want to ensure that you are opting for a variety of prospecting strategies. Honing your communication techniques and learning how to craft effective email and voicemail messages can be incredibly useful when it comes to more effectively engaging with your prospects. This engagement can help you not only communicate more effectively with your prospects (and your customers) but also create more valuable connections with them.

Strategic Prospecting Process

You may be wondering, what is strategic prospecting exactly? In short, the strategic prospecting process is meant to help your sales teams to identify, qualify, and prioritize your target market. There are many steps to keep in mind when it comes to strategic prospecting, but the final step in the strategic prospecting process is reviewing your results and adjusting. When you analyze your results and take valuable insights from the previous prospecting process, you can be sure that you are continually improving — rather than stagnating. This not only helps you to understand where you should be focusing your marketing efforts but also helps you to optimize your sales opportunities. Using the insights found from addressing your current customers’ pain points, you can also easily determine if the sales opportunities you are facing now are due to new prospects or current customers.

A strategic prospecting plan will help you to make the most out of your prospecting efforts and ensure that you understand your target market. If you are unsure about how to make your own strategic prospecting plan, you can look online for a strategic prospecting example to get ideas and inspiration for your own plan. Examples can be extremely helpful if you are looking for inspiration, but if you are looking for something to explain strategic prospecting and each stage in the strategic prospecting process, you will likely be much better off looking for an online training or coaching solution. Winning By Design offers prospecting training and coaching services that can help you not only to better understand how prospecting works but also help you build the necessary skills for professionally communicating with your prospects and current customers.

Inbound And Outbound Sales Meaning

As mentioned before, there are two main types of prospecting in sales. These are inbound and outbound prospecting. While both of these types of prospecting can be extremely beneficial for your business, the outbound prospecting strategy is going to differ in a few strategic locations when compared to the inbound prospecting strategy. Where inbound prospecting focuses on targeting individuals who have already shown interest in your products or content, outbound prospecting focuses on the individuals who match your target audience but have not already shown interest in your offerings. These are the individuals who may be very interested in the solutions or items you offer but just have not yet gotten the right push to interact with your content yet. 

When it comes to inbound vs. outbound prospecting strategies, there are a few differences to keep in mind. The first and possibly most important thing to remember is that when you are dealing with outbound prospecting, the individual likely has not had much exposure to your products and services. This means that any way that you reach out to them needs to be done with less familiarity than if you were reaching out to an inbound prospect. What does this mean exactly? Well, when you are working on inbound prospects, you can utilize strategies such as warm calling and email or voicemail newsletters. But, when you are trying to contact an outbound prospect, you will more likely have to rely on more generalized messages via email or phone. This is often referred to as cold calling rather than warm calling.

You can find many different inbound and outbound sales examples online if you are curious about some techniques or strategies that you can use to communicate effectively with each of these types of prospects. And while examples can be extremely helpful, if you are looking to really understand what each technique can bring and how to best implement new techniques into your prospecting toolkit, it may be helpful to opt for prospecting training. Online training in important business operations such as managing, selling, and prospecting can be incredibly helpful — especially for newer sales development representatives (SDR) or business development representatives (BDR) — to your sales team overall. Not only can training provide you with the knowledge and practice that you need to implement better prospecting practices in your business, but it can also be a great way to get new SDRs and BDRs through onboarding in a much more efficient way.

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