Learn About a Wide Range of Sales Training Topics

Give your entire sales teams access to the industry’s most highly rated training and coaching programs that cover a vast range of sales training topics geared to drive 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 Roadmap

What is a sales roadmap? Why is having one integral for companies of all sizes, from those who are still hard at work developing their first products to those that are already well-established names in the industry? And most importantly, what are the steps you should follow when putting one together? 

When your company was an early-stage startup, your team probably put together a product roadmap. Simply put, a product roadmap is an overview of your product and the steps it will take to bring it to market. It details your team’s vision for the product, outlines the strategy for bringing it to fruition, and enumerates the short-term and long-term goals for the production process. It also helps different parts of your team understand their contribution to the finished product. 

Although it may be similar in many ways to a product roadmap, a sales roadmap is all about your go-to-market plan. Because it’s a high-level view of your sales strategy, a sales roadmap focuses on your team’s overall goals. It’s less about how you’ll close individual deals and more about how you will get the word out about your product. Aligning your product, marketing, and sales teams is one of the major goals of a great sales roadmap.

A sales roadmap — also referred to as a sales plan — is best thought of as a work in progress. When you’re a startup, your company’s sales roadmap might be pretty straightforward. That’s because your product offerings are likely to be fairly limited. As your company grows, so will your sales plan. You’ll consider the range of products that you are selling, the size of your marketing and sales teams, and recent changes in the market. When you think about how to write a sales roadmap, keep in mind where your company is today and where you want it to be tomorrow.

Companies often take the wrong approach when they think about how to write a sales roadmap. If yours is focused mostly on setting weekly, monthly, and quarterly deadlines, then it probably isn’t as effective as it could be. Instead, it should touch on what you want your company to achieve. That way your team can help you reach your goals, rather than focus on an upcoming date on the calendar.

There are plenty of examples of sales and marketing plans available on the internet, but the truth is that a sales plan sample doc can only take you so far. Because every company has different products, customers, and markets, it doesn’t make sense that they can use the same sales roadmap. That’s why more than 600 companies ranging from startups to market leaders have turned to Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B organizations. Our customized sales playbooks offer turn-by-turn directions and examples of best practices to drive sustainable growth. These playbooks help your go-to-market team forecast, assess, and overcome the kinds of obstacles that are common for B2B companies.

Our customers have a lot to say about how we have helped them put together the perfect sales plan. Peter Gerolamo, who works in account management, said that collaborating with Winning by Design was invaluable for his team. “We worked with Winning by Design to create a roadmap for how to become more successful salespeople,” he said. “We not only focused on the ‘why,’ but also the ‘how’ of selling. I’ve seen firsthand how it’s changed the way our team approaches sales calls. It’s great sales training for any organization.”

Sales Action Plan

When they are putting together a sales roadmap for the first time, companies often ask questions like, “What is an example of an effective sales action plan?” or “What are the seven steps to creating a sales plan?” They assume that there’s a simple formula out there that all companies follow, so they scour the internet for a sample of an action plan to improve sales performance or to achieve a sales target.

At Winning by Design, we advise our customers to think about the process differently. Instead of a one-size-fits-all sales action plan, we offer a more individualized approach based on how you do business. We take a close look at your company and look for opportunities to optimize recurring revenue growth. We design a customized playbook that everyone on your team can use to visualize key moments in the sales process.

To help make your team more cohesive, Winning by Design applies a shared language and a universal methodology that can be used at any stage along the customer journey. This makes for a seamless and well-orchestrated experience across marketing, sales, and customer success. It also makes the pass off from business development to sales or from sales to customer success much easier.

We provide your team with clear processes, vetted strategies, and well-defined GTM playbooks. Your customer-facing teams and managers get clear directions for exactly how to deliver impact to their customers. Our customized blueprints allow your team to easily visualize each step along the sales process. We also offer onboarding to ensure that new members of your team are familiar with the process and coaching to reinforce your existing team’s skills.

Winning by Design’s methodology — called SPICED — was created with SaaS-based companies in mind. It’s based on the fundamental principle that recurring revenue comes from recurring impact. It’s different from most other methodologies because it doesn’t end with closing the deal. Because up to 93% of a customer’s lifetime value comes after the initial sale, it’s crucial that B2B companies focus on the impact that they provide for their customers.

How does our approach help to strengthen your team? Mike Bender, a VP of Sales, said that his company turned to Winning by Design to improve its software demonstrations. He reported that the WbD team immediately diagnosed the problems he was having and helped him craft a solution. “We saw that improving our demos was an area of opportunity,” he said. “We would talk to our prospects for an hour straight and be surprised that we did not win the business. WbD helped us to prepare for these demos, plan a compelling story arc for our demos, and to properly validate that our demos are resonating.”

Bender said that Winning by Design’s process went far beyond the training sessions offered by other companies. “I’ve been through countless half day trainings where you take away a tidbit or two,” said Bender. “WbD is a more comprehensive program. In addition to interactive classroom content, WbD includes practical sessions to review recorded calls, role plays, and the practical application of what they taught in the classroom. This process reinforced the training making it stick.”

Sales and Marketing Plan Sample

Whether you’re a small business looking for a sample marketing plan or a corporation searching for a presentation on putting together a sales action plan, your best option is Winning by Design. When Senior Technology Executive Doug Tilford wanted more than just a simple sales plan template, he called on our team of seasoned professionals. “The WbD team did a complete evaluation of all elements of the business that would impact sales success, from organizational alignment to compensation to messaging and beyond,” he said. “Then they created a success plan to ensure that our company had real results.”

Tilford said the results were much more than he could have gotten from a sample of a sales and marketing plan. “We have given the sales team a process to ensure that their sales calls are extremely effective,” he said. “In addition, we have focused our messaging around the impact we have as a company and what our customers gain by working with us. In the end, we win more sales.”

Winning by Design gives you more than a PDF of a sample marketing plan or an example of a marketing and sales strategy business plan. When it comes to the recurring revenue model, we have one of the industry’s most highly rated programs geared toward everyone on your revenue team. Training Industry, the leading research and information resource for corporate learning leaders, named Winning by Design one of the Top 20 Training Companies in 2022. We have also racked up more than 500 five-star reviews on G2 and are ranked among the best in the following categories: Sales Training, Sales Consulting, Customer Success Training, Account Based Marketing Consulting, and Revenue Operations Services. 

Many companies rely on the courses available through Winning by Design’s Revenue Academy, known for top-rated training and coaching programs. The Revenue Academy offers role-based instruction for your entire team, including Sales, Sales Development, Business Development, Customer Success, and Revenue Management. Your team learns exactly what they need to know to excel in their jobs, whether they’re Account Executive, Sales Development Representatives, Customer Success Managers, or Sales Managers.

Enterprise Account Executive Jordan Lillegard said that the courses he took with Winning by Design were “the most valuable sales training” that he’s experienced. “This is training for the current generation of software sales,” he said. “The way that the team has built this training has the present as well as the future of software sales in mind. The process started off with context on why sales is different now than it has ever been and why we need to change our perspective on the nature of the vendor-client relationship. I feel that I have tools now that will make me valuable to organizations for years to come.”

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