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 Growth Strategies

Is your company on track in terms of revenue for the coming year? Are you certain that you can make your growth projections? If you’re not, then you aren’t alone. Most companies are struggling to achieve the kind of growth that they need to stay competitive in today’s market. In fact, a study by Gartner shows that only 6% of chief sales officers say they are confident their companies will meet or exceed growth targets. With numbers like that, it’s no surprise many CSOs lay awake at night thinking about ways that they can jumpstart growth at their companies.

The answer for most companies is creating a business growth strategy. We all know that putting one together is incredibly important if we want our companies to scale. But we also know that it can be a drain on our limited resources. The process often takes much longer than we anticipated, monopolizing the time of staffers who have other pressing responsibilities. And they often cost far more than anticipated. That’s why sales growth strategies often end up moving lower on the priority list. Recent research shows that only about 8% of leaders report that can successfully implement long-term strategies.

In today’s business climate, it’s hard to overstate the importance of having a growth strategy. Because the market is changing, B2B companies need to change as well. To stay on top of these developments, companies need to completely rethink the way that they train, manage, and support their sales teams. One of the best ways to accomplish this is putting together an effective business growth plan. It ensures that everyone on your team understands your long-term goals and is working together to accomplish them. And it provides a common language so that different departments can effectively communicate with each other. 

You don’t have to go it alone. For help in creating the most effective growth strategy frameworks, the go-to company is Winning by Design. The leader in accelerating and optimizing recurring revenue for B2B organizations, Winning by Design helps companies of all sizes come up with sales growth strategies tailored for their specific needs. Our customers say that when it comes to putting together a growth strategy in strategic management, they rely on Winning by Design. Fabian Mendoza, Regional Manager at Fracctal, said that the advice his team received about sales growth strategy was invaluable. It didn’t just help to greatly improve our way of selling,” he said. “We have had growth in productivity and closings.”

How does it work? Using scientific methodologies, our revenue architects provide you with growth strategy examples and share playbooks proven to enable recurring revenue teams to achieve sustainable growth. All of this is backed up by our research on trends in the business world that keep you ahead of the curve. Robert Sharp, Head of Global Sales for Red Giant, said the training was a game-changer. “We now have a cutting-edge sales strategy and process,” he said. “The strategy and process were implemented immediately with WbD’s help and is now the leading revenue growth generator for the company.”

Growth Strategies in Business

When you search online for information on sales strategies, you can’t help but notice how many people are asking questions like: “What are the four major growth strategies?” Books promising to reveal the five business growth strategies for improving sales top the best-seller lists. People are clearly interested in ways to reach their sales goals by adopting these strategies. But the truth is that sales growth strategies in business aren’t a one-size-fits-all proposition. A strategy that works for one company might not work at all for another, even if both are in the same industry, are selling the same type of product or service, or are targeting the same customer base.

We have to put more work into our sales growth strategies because the way we do business is constantly changing. The rise of the recurring revenue model is a great example of this. Under the traditional sales model, the goal of the sales team was to get the customer to sign on the dotted line. But with the recurring revenue model, up to 93% of the lifetime value that we get from a customer happens after the initial deal. That means the goal is no longer just to close the deal, it’s to make sure you develop a long-term relationship with a customer.

On top of that, the way that customers approach a purchase is also evolving. Research shows that customers are already more than two-thirds of the way through their buying journey before they reach out to potential suppliers. They haven’t cut sales reps out of the process entirely, but they have begun relying much more on research that they conduct both online and offline. Ratings websites get a lot of attention from buyers these days. Recommendations from colleagues also figure prominently into the decision-making process. So where do the sales reps come in? According to research from Gartner, only 17% of the buying process actually involves meeting with sales reps. And each rep only gets maybe 5% of their time. That doesn’t give them much time to make an impression.

What does all this mean? It’s harder for your sales team to get their foot in the door because there’s so much more information available out there these days. Your entire revenue team needs to step up its game. The marketing team should focus on getting potential customers engaged as early as possible. (According to a Edelman study, about half of all decision-makers reported that great content influences their purchasing decisions.) Sales teams need to make sure they don’t come across as too hungry for a sale. Because customers like to make up their own minds, the best strategy is to be a trusted advisor. Take the time to understand their situation, figure out their pain points, and help them find a solution.

When it comes to growth strategies in marketing, Winning by Design is a proven leader in the field. Consultations with our team of Revenue Architects provide you with plenty of examples of business growth strategies designed to help your company scale. That gives your sales reps the skills they need to succeed. “Selling to highly educated customers — often committees of highly educated people — can make the diagnosis and everything that follows very difficult,” said Account Manager Christen Pruitt. “Winning by Design’s methods allow me to uncover customer pains quicker and clearer, which eases the sales process.”

Growth Strategies with Examples

When putting together a sales growth plan, the key is understanding where your company needs to focus its attention. Take a long look at what parts of the sales process might need improvement. Does your marketing department need to produce better content? Is the business development department identifying the right prospects? Is everyone on your sales team meeting their goals? Because so much growth comes from existing companies, it’s important not to overlook the customer success team. Are they helping your customers achieve the impact that they are looking for?

 It’s often difficult to spot these types of issues without help from an outside company. You can read through sales growth strategy templates or watch videos of sales growth strategy presentations, but it’s not the same as bringing in experts who can take a look at your current process and identify potential problems. That’s why more than 600 companies, including some of the largest in the world, have turned to Winning by Design for growth plan examples. Our proven track record is why we have been ranked among the companies achieving “spectacular growth” on the Inc. 5000 list for the second year in a row.

If you want examples of companies with effective growth strategies, look at Winning by Design’s work with Logi Analytics. The computer software company wanted to streamline its process as it prepared to release a new version of its product. It turned to Winning by Design, which analyzed its go-to-market plan and uncovered a few process gaps and some skills deficiencies on its team. By refining its sales process, instituting new process playbooks, and initiating innovative “growth pods” for its team, Logi Analytics was able to align all of its customer-facing teams. The result was more than doubling its close rate.

Another growth strategy example would be the work management platform Asana, which recognized that its siloed structure, lack of a consistent sales methodology, and gaps in skills were keeping it from achieving its next phase of growth. CRO Oliver Jay turned to Winning by Design to help build a strong foundation as it prepared for an IPO.

With the right methodologies in place, sales reps had a clear sales process to follow, learned how to use their time more efficiently, and learned new skills to fill their knowledge gaps. Sales managers learned how to create a coaching environment across the sales floor. These foundations provided Asana’s revenue team with consistent language and process that allowed all of its members to work toward the same goal. The company was prepared to meet — and exceed — the growth expectations it would have as a public company

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