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 Leadership Training

Gallup says a lack of leadership is causing a “$7.8 trillion workplace problem.” In its State of the Global Workplace 2022 Report, the marketing and research firm reported that 79% of the global workforce is not engaged at work. These people report feeling disinterested in their day-to-day tasks, detached from the work they are doing, and devalued and demoralized by their management team. The resulting loss of productivity costs companies more than $7.8 trillion a year. To put this number in perspective, it’s roughly equal to 11% of the global GDP.

Gallup called a highly engaged workforce a “strategic advantage” for almost all companies. Putting it another way, organizations with more engaged workers do better than their competitors. Their enthusiasm for the company they work for translates into higher customer satisfaction and increased profits. For example, organizations with engaged employees report having 18% more sales.

Of course, creating a more engaged workforce isn’t easy. Deloitte reports that companies spend more than $100 billion each year trying to build employee engagement. Despite all this effort, the number of engaged workers has remained roughly the same for the past decade. That’s because the problem usually isn’t at the bottom, it’s at the top. An engaged workforce starts with leaders that provide support, offer feedback, and recognize the hard work coming from their team members. They inspire and motivate their people to set higher and higher goals. And they teach them how to learn from their failures and celebrate their successes.

The trouble is that these kinds of leaders are hard to come by. Many of those people who are promoted internally struggle with their new roles. According to research published in the Harvard Business Review, more than a third of those who move up to leadership positions within their companies don’t have all of the skills to do the job. That shows why sales leadership training is so important. It provides those who have recently been promoted to leadership positions, as well as those who have shown an interest in moving up within their organizations, with the skills they need to lead their teams.

There are many sales training companies out there offering courses for those in leadership positions. But Winning by Design, the expert in recurring revenue acceleration and optimization for B2B companies, stands out because it has continued to expand its sales leadership coaching offerings to meet the requirements of a changing workplace.How we work, manage, and coach our teams has evolved so much in the past few years,” says Kevin Dorsey, Practice Lead for Revenue Leadership. “Without strong sales leadership, you can’t scale, grow, or develop your reps to their true potential.” 

Ideal for frontline managers, sales directors, and sales executives, Willing by Design’s sales training programs focus on developing leadership skills, learning coaching techniques, and mastering the recurring revenue model. According to Dorsey, the company’s “scientific approach to sales playbooks, coaching, and scaling is unmatched.” He said these benefits provide a “true competitive advantage for any revenue team.”

Winning by Design’s B2B sales training is the way to provide your entire revenue team — Sales, Sales Development, Business Development, Customer Success, and Revenue Management — with the skills they need to succeed. Our sales training courses for beginners include courses geared toward newly hired account reps who have little or no experience in the field. Once they’ve mastered those skills, we have other courses to help them in other areas, such as landing larger accounts. There are also courses for frontline managers and executives wanting to ramp up their skills. Winning by Design leads the industry with a coaching framework that includes your entire go-to-market team.

Sales Leadership Development Program

When putting together our sales leadership development program, Winning by Design considered the way that people actually learn. When we listen to a lecture, most of the information goes one ear and out of the other. Research shows that we retain barely 10% of what we hear. But when we discuss something that we have heard with a colleague or apply it to one of our own business challenges, we are much more likely to retain it and use it again in the future. That’s why Winning by Design’s Revenue Academy offers interactive training sessions with engaging instructors, along with best-in-class frameworks and detailed blueprints for each step along the sales journey.


In our sales leadership courses, you learn from trainers who have years of experience in the business world. It’s a back-and-forth discussion, so participants have plenty of time to ask challenges they are facing. Role-playing and other techniques emphasize the main points. “Rarely have I experienced training at this level,” said Scott Gilbert, Vice President of Customer Support at Qumu Corporation. “The sheer number of ways that the Winning by Design team engages you to make sure your understanding of the material sticks is mind-boggling. There were so many different learning modes — videos to watch, great discussions, practical exercises.” 

The Revenue Academy has a full slate of courses, including a pair of sales leadership training programs we created for today’s leaders. The first is a course called Managing for Impact. This newly updated and expanded course develops foundational coaching skills for managers of sales and customer success teams. Managing for Impact gives leaders the techniques they need to be effective coaches and help their teams improve their own skills and implement new process initiatives.

The second program, Managing for Leadership, is designed to build on the skills that participants already have. The eight-hour course starts with revenue metrics, focusing on which ones matter most and how to use them to set clear goals for a sales team. It also guides managers on how to create a weekly, monthly, and quarterly coaching cadence to make sure their team continue to hone their own skills and explains how scorecards can help their team make more effective calls.

These sales leadership development courses are an ideal introduction to Revenue Architecture, which explains the principles of recurring revenue and how to apply them to your business. Geared toward top-level executives, it’s also a good choice for those who are moving into revenue leadership roles.

Participants said that these courses make Winning by Design’s Revenue Academy the “best sales leadership development program.” They told us that the courses helped them manage their teams more effectively. I have learned so much and have been able to take these learnings and apply them to my day-to-day,” said Roxanne Bilski, Manager of Client Success at 7shifts. The Winning by Design courses themselves provide a solid framework to improve on a skillset, whether it’s helping your sales team to build on their sales acumen and establish a repeatable and effective process or helping your management team provide effective coaching to their direct reports.”

Sales Leadership Certification

At Winning by Design, the companies that we work with on a regular basis say that our industry recognized B2B sales certification makes all the difference. They often sign up their entire teams for courses that give them the credentials they need to open doors. “At our core, we really believe in investing in our people,” said Francesca Cruz, Chief Customer Officer at Greenlight Guru.Providing them with WBD training has not only helped our team perform at a higher level, but it has given them skills and certifications that they can take with them into the future. This has ultimately made our team more engaged, and you can feel how much everyone values the investment in their own professional development.

Whether you want to become a Certified Professional Sales Leader (CPSL) or a Certified Professional Sales Person (CPSP), take a look at the marketing and sales certification courses offered by Winning by Design. Our participants tell us that our sales leadership certification courses are so valuable because they provide plenty of practical information for leaders at a SaaS-based company. “The mix of independent study materials, videos, and in-person training are all very well put together and helpful,” said Michael Davenport, Client Development Supervisor at Kasasa. “All of the information is very clearly presented and practical. I loved the emphasis on immediately taking what we learned and applying it to our sales conversations. 

Winning by Design has put together certification courses that help all of your team members function at the highest level. We offer the best-in-class open courses that are perfect for small groups, along with private classes with custom-build curriculums that can accommodate your whole team. We also offer coaching to help reinforce what your team learned in the training sessions. All of this training helps companies with a recurring revenue model put in place the processes they need to scale quickly and attain sustainable growth in the long run. It breaks down silos and helps you create one powerful revenue team.

The courses at Winning by Design are backed by our proven track record of more than a decade. More than 600 companies train their revenue teams with Winning by Design’s innovative sales training techniques. Winning by Design has earned 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.

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