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 Strategy

What is sales enablement? Why should it be a priority for your company? Sales enablement is still a fairly new concept, so it’s not surprising that not everyone understands what it is and how it is crucial for growing their business. Some people think that it’s the technology that helps streamline the sales process. Others think that it’s the marketing materials created for the sales department. Still others associate it with the onboarding process. The truth is that it’s a little bit of each. Sales enablement is all about giving account executives the tools they need to reach out to prospects, connect with decision makers, and close deals. That means that the sales enablement role includes training by your onboarding team, materials put together by your marketing team, and data from the tech team. It brings all these parts of your company together.

What is sales enablement versus sales operations? Sales operations focuses on the sales process itself, including things like lead management, territory mapping, and strategic planning. Sales enablement provides the skills and strategies to make sales operations possible. What about sales enablement versus marketing? People often confuse sales enablement and marketing because they are so closely related, but marketing creates the materials that help sell your company, while sales enablement makes sure those materials are as valuable as possible to your sales team. The definition may differ from company to company, but sales enablement generally means everything that goes on behind the scenes to facilitate sales.

 When it comes to scaling a company, one of the most important things is putting together an effective sales enablement strategy. It’s this strategy that helps transform a department of talented salespeople into a cohesive team. Without a sales enablement plan, your top sellers would continue to operate independently. There’s not a process that lets them impart their knowledge to others. With the right plan, they will be able to pass their know-how along to the rest of the team. Sales enablement allows you to put your institutional knowledge to work. It makes sure that your marketing materials are what sales reps need to connect with customers, and it puts the data that your tech team has been collecting to good use.

Sales Enablement Framework

To make sure that you have an effective sales enablement framework, it’s important that all parts of your sales team work together. That means your Sales, Sales Development, Business Development, and Customer Success teams need to function as a team. There can’t be any friction when a customer is passed from Business Development to Sales or from Sales to Customer Success. You can’t accomplish this if there isn’t effective communication between these different departments. To make sure they understand each other, make sure they are speaking the same language. That’s one of the reasons sales enablement is so important.

How should a sales enablement team be organized? How large should the team be? These factors differ widely, depending on the size of a company, the industry, and the types of sales it does. Smaller companies may have one person working on sales enablement who reports directly to the sales manager. (A recent study found that about half of all companies with a sales enablement staff designate them as a part of the sales team.) Larger companies often have an entire sales enablement staff that reports to sales, marketing, or sometimes to both. Those companies that have made sales enablement a top priority have often added an executive-level leader to run a team broken up into areas like strategy, technology, and performance. Since the roles and responsibilities of a sales enablement team vary from one company to another, there’s not one correct way to organize yours. The size, shape, and function of your sales enablement team depends on what your company needs.

What about sales enablement tools? And what are the most important KPIs for your sales enablement? Your best bet for understanding these is sales enablement training through a company like Winning by Design. The courses available through our top-rated Revenue Academy provide the basis for companies running recurring revenue models.

Courses like Prospecting for Impact and Selling for Impact help your entire go-to-market team understand how sales enablement can help them every step of the way. Frontline managers learn the importance of sales enablement in courses like Management for Leadership. If you’re in the market for sales enablement certification in SaaS, Winning by Design has industry-recognized certification for all its classes.

How Do You Develop a Sales Enablement Strategy?

What is sales enablement able to accomplish for your company? One of the answers is in a recent survey that found that 40% of sales leaders didn’t make their goals last year. There’s a lot of reasons behind that statistic — fluctuations in the economy, challenges in hiring and retaining staff, and ongoing global health concerns, for starters. But one of the big reasons is the way that we approach sales. Because the marketplace is changing, our companies need to change as well. To stay on top of these changes, we need to completely rethink the way we train, manage, and support our sales teams. One of the best ways to accomplish this is putting together an effective sales enablement strategy.

Without an enablement strategy, sales teams don’t have all the tools they need in today’s world. They don’t have easy access to information about their product, data about their company, and insights into their customers. They don’t have the training they need to work as a team, and they don’t have procedures in place to make the customer journey as smooth as possible. But how do you develop a sales enablement strategy? First of all, work with your sales team. No matter how well thought out it might be, a new strategy isn’t going to work if your team doesn’t buy in. Making them a part of the process means they will understand why it’s important and what benefits it will bring to them.

Start out on the right foot with a sales enablement mission statement. It doesn’t need to be too complex, just something to get your team focused on goals. It can be as straightforward as: “The mission of the sales enablement team is to provide our sales team with the people, procedures, and priorities they need to achieve their goals.” There are plenty of sales enablement strategy templates available online that can help you craft a mission statement that’s right for your company. The next step is considering the scale of your sales enablement team. A good way to decide on this is to discuss the reasons you need a sales enablement team in the first place. If you were unhappy with your onboarding process, start there. If your sales team lacked in-depth data about customers or professional marketing materials, that’s where you should put your energy. Remember that you can grow the team later on. Lastly, develop your roll-out plan. Make sure everyone on your sales team knows the resources they will have at their disposal. 

Studies show that two-thirds of companies that invest in sales enablement software see a positive ROI. Of those who decided to postpone that investment, 12% saw a decrease in overall sales. What are the sales enablement tools that are available today? The customer relationship management software you probably already use is a sales enablement tool. But there are hundreds of other tools you can choose from. If you have a CRM that you love, make sure that any new software you consider works well with it. To learn more about what’s available, consider taking a sales enablement training course like those offered by Winning by Design.

B2B Sales Enablement

The rapid changes in how we sell products and services have made sales enablement a crucial part of every organization. The growth of Software as a Service means that companies need their sales teams to be bolstered by science-backed strategies and measurable business impact. For this recurring revenue model to be as effective as possible, companies need B2B sales enablement. For SaaS-based companies, it’s a game plan for high-velocity sales. 

For B2B companies, the responsibilities of the sales enablement team include putting together a sales process that is predictable, repeatable, and scalable. It’s providing great onboarding, ongoing training, and ways to pass along institutional knowledge. It’s the best data on what potential customers need. The sales teams at these companies are dealing with prospects whose phones are ringing off the hook with account representatives from the competition. They need the best sales enablement materials so they can transform leads into sales. 

When it comes to sales enablement, companies are turning to the experts at Winning by Design. Besides open courses that cover all aspects of field enablement and sales enablement, we have private courses geared toward your own use cases, interactive coaching sessions, and a process to follow that unites your entire go-to-market team. We also have best-in-class frameworks and detailed blueprints to keep all this information at your fingertips. And we back everything up with our industry-recognized sales enablement certification.

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