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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Sales Enablement Services

Sales, Marketing, and CSM teams are often the backbone of revenue generation for businesses. You can have the best product in the world or offer the highest quality of service, but without being able to sell and market your product, along with engaging with customers, you may not ever be able to reach your audience. This is why, next to the development of your products and services, developing your sales and marketing capabilities is essential for a successful business. One of the most significant ways you can achieve this is with the assistance of sales enablement services.

Sales enablement tools allow your business and sales team, in particular, to better utilize the resources available to you, analyze the data revolving around your sales efforts, and more effectively communicate your brand to customers. All in all, sales enablement services are a significant way to improve the effectiveness of your sales team with a knowledge-based approach, and the most effective way to include this in your business is with the help of a sales enablement specialist.

A sales enablement specialist or a sales enablement director can help implement these practices into your business and guide your teams on the best approach to improving their sales capabilities. Winning by Design is one such company that provides Sales enablement services to help uplevel your sales, marketing, and CSM team faster. To further explain how they accomplish this, let’s break down the meaning of sales enablement and provide some examples of companies, platforms, and training to perfect this practice.

Sales Enablement Meaning

To begin, we should answer the question, “what is sales enablement?”. While we discussed a brief definition already, we can include a more descriptive explanation so companies can understand why it is so important to emphasize in their sales teams.

According to Gartner, Sales Enablement is “the process of providing the sales organization with the information content and tools that help salespeople sell more effectively.” This is a pretty complete sales enablement meaning and gives a good description of what a company should look to improve with sales enablement services.

A strong sales enablement strategy will mean that your sales team has the content, training, and tools needed to improve their communication and especially selling skills. This leads to the next question we should answer: What are sales enablement tools?

Sales enablement tools are implemented to help your sales team understand their performance and use these analytics to improve their future tactics. Reflecting on your efforts is an important part of doing better in the future, so you want software that will allow you to analyze the work of your sales team and identify where improvements can be made and what areas are functioning effectively. A lot of sales enablement tools are focused on bridging the gap that can exist between sales and marketing. Ultimately, sales enablement vs marketing should not be a real competition. Your sales team and marketing team should look to better complement each other, and this can be a reality with the help of sales enablement services.

Sales Enablement Companies

The “right” sales enablement strategy will look different for every team. Your sales team may come with their own strengths, your marketing team may have a particular brand of content, and your customers may respond to their own specific tastes. This is why many different sales enablement companies have arisen to provide B2B sales enablement tools that can be applicable to many different business scenarios.

When deciding on the sales enablement role that you want a company to provide for you, you should first analyze your current information on your team and customers, and learn which sales enablement companies can offer you the most assistance with their software suite. A lot of the top sales enablement tools will offer some flexibility to appeal to many different businesses, but you may come across one provider that has the perfect feature that you are looking for.

Winning by Design, for instance, uses sales-ready messaging and enablement frameworks that are tailored to your specific needs. Their customer designs create a sales organization, sales process, and training program that is focused on the end customer, which is then further followed up by hands-on coaching. This is an example of a sales enablement company that is offering tools that can be directly adapted to the needs of the client company.

Otherwise, companies like Highspot and Hubspot can also fulfill that sales enablement role and are popular choices for many companies looking to provide their teams with sales enablement tools and trainings. And that is another thing to consider if training will come along with the tools and platform. You may find an incredibly powerful set of sales enablement tools, but without the staff support needed to implement them effectively in your team, you can fall short of your goals.

Sales Enablement Platform

If you want to find the most robust collection of sales enablement tools, features, and systems available, then a sales enablement platform will be what you want to look for. The sales enablement tools we mentioned before are often individual features that are combined under a more comprehensive sales enablement platform to offer a sales team a complete solution and system for addressing their sales enablement goals.

Sales enablement platform companies include Highspot and Hubspot, as we mentioned before, along with Winning by Design. A sales enablement platform comparison would be difficult to do here in such a focused guide and could honestly use its own very extensive post. This is because sales enablement software companies don’t all have to look to offer the same capabilities. There are things that will become standard in the industry over time, but a lot of the time you will stand out by what you do differently from your competitors in your field, and this is true for sales enablement companies as well.

If you visit Gartner’s website, you can find an extensive list of sales enablement software platforms and their reviews, even going so far as to share customer feedback about their experience. What you will want to look for when choosing your sales enablement platform is how the company is communicating their offerings toward your needs and how your partnership will serve your goals.

At Winning by Design, Revenue and Sales Enablement is approached more holistically, as they really want to get to know a team in-depth and see what will get customers more engaged with this business. This is why programs focused on the end customer, and extensive hands-on coaching for your sales team are emphasized so heavily by WBD. These features are what make the difference in providing long-lasting and effective sales enablement services.

Sales Enablement Training

After finding the perfect sales enablement platform and securing all of the right tools you think will make the most of your sales team, you need to make sure that you have a sales enablement training procedure in place. As with any tools in any industry, you need to understand how to use them to their highest potential. Otherwise, you are losing a lot of investment.

One of the big reasons why sales enablement exists as a concept in the first place is because of the common disconnect between sales and marketing departments. Marketing departments would analyze very relevant data and come up with what they felt was relevant content, but when it came time to hand it off to the sales team, the sales team was not able to communicate the meaningfulness of this content effectively.

Part of the importance of sales enablement training is to help your sales team better understand the analytics of their sales process and form a more cohesive unit with your marketing team. With the marketing team creating relevant and impactful content for customers, a sales team that is well trained in strong sales enablement practices can leverage this content for better customer engagement.

If you want to ensure that your company’s time is well spent in this sales enablement pursuit, then you can even take training further and seek out sales enablement certification. A sales enablement training certification will offer your sales team the opportunity to attend a more structured course where they have guided through the finer points of sales enablement so that they can share this insight for the better of the business.

These sales enablement workshops are usually intended to be frequented by sales and marketing managers so that they can pass this information along to their sales team and coordinate their own strategic sales enablement plan. The various sales enablement companies will have their own selection of courses, so you should consider who has a good track record and who you trust to instill your employees with the right guidance on sales enablement best practices.

While you could choose either your sales manager or marketing manager to attend these training certifications, it is a good idea to have both attend, as the sales team will obviously benefit from this information, and the marketing team can understand how to create stronger sales content examples for their team and clients.

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