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

SaaS Selling

A little over a decade ago, the visionary engineer, entrepreneur, and venture capitalist Marc Andreessen wrote these words: “Software is eating the world.” In an article that Andreessen wrote for the Wall Street Journal, he said the world was in the middle of a “dramatic and broad technological and economic shift.” Software companies were “poised to take over large swathes of the economy.”

In a surprisingly short time frame, his vision has come to pass. In fact, things have progressed even farther than even Andreessen predicted. What we’re selling has changed with the introduction of SaaS and the way we sell has been completely transformed with SaaS selling.

When it comes to sales, what does SaaS stand for? Short for Software as a Service, SaaS refers to offering your company’s product or service through a subscription. Instead of having to install and maintain your product on their own computers, customers can access it online. It’s transformative for B2B sales, since a customer can often take advantage of the new technology immediately. 

Over the past 10 years, SaaS has emerged as the primary driver for software. Back in the 2000s, software required a huge outlay of capital from the customer. Legacy companies like Oracle, SAP, and Microsoft licensed their software products. Because the CapEx costs for software were tremendous, these types of licensing agreements were mostly geared toward selling to enterprise customers. 

Everything changed when software companies began switching from the perpetual license model to the recurring revenue model. The upfront costs dropped drastically. Suddenly you didn’t need to be an enterprise to afford the best software on the market. Software companies of all sizes were able to see exponential growth. Even better, that growth was sustainable.

When we talk about the meaning of SaaS sales, we are talking about more than just selling subscriptions. It’s a completely new way to envision the sales process. Traditional sales were looked at as a funnel, with prospects going in one end and customers coming out the other. Getting the customer to sign on the dotted line was the primary goal. In order to generate more revenue, a company had to increase its number of prospects. 

Putting it simply, the traditional sales funnel doesn’t work when you’re a company trying to figure out how to sell SaaS to enterprise customers. That’s because in today’s world, up to 93% of a customer’s lifetime value comes months or even years after the initial deal. The sales funnel doesn’t consider the importance of customer success teams in generating that income.

Because there were no existing sales frameworks purpose-built for recurring revenue companies, Winning by Design Founder Jacco van der Kooij and his team created one. Rather than resembling a funnel, it looks more like a bowtie. It gives equal weight to acquisition (including marketing and sales) on the left and expansion (onboarding and customer success) on the right. Unlike other sales methodologies, this one emphasizes the need for companies to achieve sustainable growth by creating long-term relationships with their customers.

Saas Sales Examples

What is the SaaS sales experience, and why is it so integral for today’s companies? Why is SaaS sales certification a must for account executives working for the top recurring revenue organizations? What types of expertise should be required for SaaS sales jobs? These are the types of questions that we hear every day from our customers.

 Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B businesses, trains recurring revenue sales teams to update their techniques with the SaaS Sales Method, a modern sales approach developed to serve the unique needs of today’s businesses. With this methodology, profit generation shifts from soon after closing the deal to months or even years in the future when it delivers the impact that the customer was promised.

The SaaS Sales Method involves all customer-facing employees, including marketing, sales, and customer success. It emphasizes the importance of discovering, communicating, and delivering business impact consistently across the entire customer journey. It looks ahead to the lifetime value of a customer, rather than only what happens before the initial contract is signed. According to van der Kooij, the point of the B2B SaaS sales process is to make sure all parts of a company’s revenue team work together. “Everyone in the organization must sell all the time,” he said in an interview on BombBomb’s Customer Experience Podcast. “They have to work to uncover and realize more business impact for the customer.”

Winning by Design does more than provide SaaS sales examples. Our top-ranked Revenue Academy offers an array of classes covering all the top sales training topics that are integral for building a successful SaaS sales team. Drawing on a strategy that’s proven to get results, they cover everything from prospecting for leads to putting together a plan for measurable and sustainable growth. And because our methodology applies to all parts of the funnel, all your departments from business development to customer success are finally able to speak the same language.

Classes like Prospecting for Impact and Selling for Impact are perfect for your team members who are new to the organization or those who need a refresher on their skills. Those who are moving into more complicated sales environments might prefer Prospecting into Enterprise Accounts and Selling into Enterprise Accounts. Others can learn frontline management skills in courses like Managing for Impact or Managing for Leadership. They are designed so that when your colleagues are ready to level up, there’s a class for them.

How To Sell SaaS B2B

It’s not just SaaS sales companies that have changed. Their customers have also changed, making it clear that they have new expectations. According to research from McKinsey and Company, customers insist on service and support. When purchasing new software, about a third of companies say that the most important differentiator is the customer experience. That’s much higher than product features (19%), price ($18), or reliability (17%). So, when companies ask us how selling SaaS is different, we tell them that today’s customers care about the service they receive.

When you’re a B2B company figuring out how to sell SaaS, it’s important to focus on the entire customer journey. Your marketing might be able to identify the most likely prospects and your sales teams might be able to close the deal, but if your customer success team isn’t able to demonstrate the impact that you are delivering, they are likely to churn. And since you don’t see a profit for months or years after a sale, that’s a big blow to your bottom line.

That’s where the SaaS sales training offered by Winning by Design is so integral to your company’s success. We offer interactive training sessions, engaging instructors, best-in-class frameworks, and detailed blueprints to keep your revenue team on track. We offer the open courses that are perfect for your team members in B2B SaaS sales jobs. Our private classes can be updated to reflect your company’s needs, and our coaching sessions reinforce the strategies that your team learned along the way.

Miles Bradley, Board Advisor for Help Me 2 Learn, said that Winning by Design offered the “best SaaS sales course” he has seen. “The online sessions were enjoyable and highly interactive,” he said. “When you complete this course, you’ll have the tools and frameworks you’ll need to help you better communicate with your customers and sell with confidence. I now have the tools and frameworks that I need.

SaaS Selling Strategies

Wondering how to sell your SaaS company to potential customers? Winning by Design is a recognized expert in B2B SaaS sales, meaning that you can be confident that we have the experience you are looking for to transform your team. We have the SaaS sales strategy templates and playbooks that you need.

When it comes to SaaS selling strategies, Winning by Design is unbeatable. Training Industry, the leading research and information resource for corporate learning leaders, called us one of the top training programs of 2022. More than 600 of the tech industry’s leading companies have trained their revenue teams with Winning by Design, including heavy hitters like Adobe, DocuSign, and Uber Eats.

Companies looking for an effective B2B SaaS sales strategy turn to Winning by Design. Our company has “SaaS sales training that works,” said Calendly Account Executive Hogan Bryan. “Winning by Design helps to solve the challenges that sales professionals face day to day in a SaaS selling environment,” he said. “The benefits that I have gained from this training were the practical skills to use in calls, demos, and negotiations to help me speed up my sales process.”

Kyriakos Kanaridis, a Customer Service Specialist at Davaris Textiles, said a “strategic mindset on delivering recurring impact” was what he got from Winning by Design. “This innovative online course provided me with a deep understanding on how to succeed,” he said. “On my career shift from customer service to customer success, I gained the set of skills and the mindset I needed in order to clearly articulate impact.”

Related Articles

Get in touch

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