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 Training

When you’re looking for the best sales enablement training, look no further than Winning by Design – one of the most innovative companies in regards to the recurring revenue model. Winning by Design has one of the industry’s most highly rated training and enablement programs geared toward everyone on your revenue team. But don’t just take our word for it. Articles on sales enablement talk about our industry-leading programs. When Training Industry, the leading research and information resource for corporate learning leaders, released its list of the Top 20 Training Companies in 2022, Winning by design ranked highly for its training and enabling programs.

What sets Winning by Design apart? When it comes to training people in a sales enablement role, the company has the right mix of interactive training sessions, engaging instructors, best-in-class frameworks, and detailed blueprints for each step along the customer journey. Training Industry says our company made the cut for the breadth and quality of our program and service offerings, our visibility in the industry, and our impact on the sales training market. Jessica Schue, market research analyst at Training Industry, reports it’s among the top tier of companies that show a “readiness to adapt to their customers’ needs” and “help keep them up to date with new selling trends.” 

That’s not the only place where Winning by Design’s innovative training and enabling programs have won high praise. It has racked up more than 500 five-star reviews on G2 and is ranked among the best in the following categories: Sales Training, Sales Consulting, Customer Success Training, Account Based Marketing Consulting, and Revenue Operations Services. It has also been highly rated on Gartner’s Magic Quadrant for Sales Training. When it comes to the best training programs, Winning by Design is the sales enablement company to beat.

 Exploring what it takes to become a sales enablement manager? First, you have to understand that the meaning of the term “sales enablement” changes from industry to industry. Check out sales enablement on LinkedIn or any of the other job boards and you’ll get a wide range of postings. The best definition for the job is that it helps sales teams acquire the tools and training they need to be most effective. If this sounds like it’s up your alley, the best place to build up your skills would be Winning by Design and its programs to help sales organizations achieve greater success.

Best Sales Enablement Certification

For the best sales enablement certification, companies ranging from small and medium sized organizations all the way up to multinational corporations turn to Winning by Design. That’s because each of the courses available through our Revenue Academy, known for its top-rated training and coaching for go-to-market teams running recurring revenue models, offers role-based training for your entire team, including Sales, Sales Development, Business Development, Customer Success, and Revenue Management. Your team members will learn exactly what they need to know to excel in their jobs, whether they’re Account Executives, Sales Development Representatives, Customer Success Managers, or Sales Managers. When you’re looking for the best sales certification or sales enablement certification, look to us.

 When it comes to sales enablement training, we go the extra mile. Instead of an off-the-shelf sales enablement course, we have multiple courses that help your team level up quickly. We offer the best-in-class open courses that are perfect for one or two team members or a small group, along with private classes with custom-build curriculums and real-life customer experiences. There’s also coaching to help reinforce what your team learned in the training sessions. The weekly interactive sessions help you track their progress and get actionable feedback.

Sales Enablement Programs

What’s the difference between sales training and sales enablement training? How about sales enablement versus marketing? And how do we prepare our teams to take on newly created sales enablement jobs? There’s a lot of overlap between all of these concepts, so let’s start off by talking about terminology. Putting it simply, sales training is when sales reps are taught the skills and strategies they need to close deals. A lot of companies assume that sales training takes place during onboarding, and they are right. But it can’t start and end there. Research shows that 84% of the information that sales reps take in during the onboarding process is forgotten within a few months. That doesn’t mean that there’s anything wrong with the training. It’s just too much information for your new sales reps to take in all at once. That’s why it’s important to provide ongoing sales training for your team to reinforce what they have already learned. This can be in the form of one-on-one meetings, group sessions, or certification programs.

 That’s where Winning by Design comes in. Courses like Prospecting for Impact and Selling for Impact provide the right skills for those who are new to the team or those who need a refresher on their communication and prospecting skills. Prospecting into Enterprise Accounts and Selling into Enterprise Accounts are for those who are trying to navigate more complicated selling environments. Team members who want to move up in your organization can opt for a sequence of courses in prospecting and sales, or even begin to learn frontline management skills in courses like Management for Leadership.

 Sales enablement is a much newer concept. Driven by the sheer number of changes to the industry in the past decade, sales enablement programs focus on providing your revenue team with the tools it needs to compete in today’s world. It’s making sure your people, your processes, and your technology are all aligned to drive sales and increase revenue. When we talk about people, we mean all parts of your organization, including Sales, Sales Development, Business Development, and Customer Success. And that’s not all. Your marketing department needs to be an equal partner in your sales enablement framework. People often confuse marketing and sales enablement because they are so closely related, but the truth of the matter is that marketing creates the materials that help sell your company, while sales enablement makes sure those materials are usable to your sales team. (See what we mean about the need for everyone to be on the same page?)

Because technology has become such an important tool for sales, make sure your IT is on board. You’re gathering sales enablement materials all the time about the customers you have and the customers you want to attract. If your sales team can’t access this information, or if it’s not in a format that they can understand, it’s worthless. Technology can provide data to aid in prospecting, streamline the sales cycle, and improve buyer interactions, but only if your salesforce can use it. When it comes to sales enablement, the companies that put more resources into it are the ones that will succeed.

Sales Enablement Pro

Maybe the most important aspect of sales enablement is the process. Software as a Service has forced us all to evaluate how we do business. That’s because up to 93% of a customer’s lifetime value comes months or even years after the initial deal. Because of the value companies are seeing from the recurring revenue model, we have to approach the customer buying process much differently than we did even a decade ago. This means that sales enablement courses have had to evolve, too.

 Most sales methodologies were designed to support the one-time sale. That explains how many companies are still using older methodologies created for a perpetual licensing model rather than a recurring revenue model. That’s why Winning by Design created the SPICED framework. SPICED is a methodology specific to a recurring revenue model that addresses the entire customer journey. It’s more successful for SaaS-based companies because it can be used at every step of the sales process. It doesn’t end when the initial deal is finalized. And it creates a common language where all parts of your revenue team, from Business Development to Customer Success, can effectively communicate with each other. There are no longer awkward moments when a customer is passed off from Business Development to Sales, or from Sales to Customer Success. Winning by Design’s Revenue Academy courses teach you how to handle the process seamlessly.

 As proud as we are of our Revenue Academy courses, they are just part of what we offer at Winning by Design. We can help you set up an in-house sales training program that includes effective group training programs, private courses geared toward your own challenges you are facing, interactive coaching sessions, and a consistent process to follow for your entire go-to-market team. There’s also our onboarding program that allows recurring revenue businesses enroll their new sales reps into a custom internal onboarding session. New hires will learn the skills they need to be successful when they step into their new roles.

 Want to be a sales enablement pro? Remember that it’s still a fairly new field. After all, the Sales Enablement Society, the oldest nonprofit sales enablement association, was founded in 2016. There are plenty of sales enablement trainer jobs out there for those who want to help companies modernize their sales teams. When you’re looking to ramp up your skills, Winning by Design is a great place to start.

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