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 Team Training

Businesses of all sizes and industries implement sales training to help their sales teams perform better and close on more sales each year to help their companies grow. But, not all sales skills training is the same and there are some methods of training that can be much more effective than others in best preparing a sales team to improve their win rates. Figuring out what type of training to do can be difficult, especially if you are noticing that your team could use some additional training or a different approach to training altogether. Picking your sales training is one of the most important decisions that business owners have to make — determining the amount of time, money, and effort that they are willing to put into training can be a daunting task.

But, the reality is that a good sales training system can be the difference between a successful sales team and an unsuccessful one. So, how do you know how to learn sales skills in the best way for your business? Well, the first step is to identify what specific factors are unique to your industry. For example, if you are a software-as-a-service (SaaS) company you are likely going to need to use different strategies than a traditional commerce business might be using. This is where SaaS-specific sales training playbooks and courses, like those offered by Winning by Design, will be crucial to your success.

Sales Team Training Ppt

A lot of sales training methods may involve classroom settings, slide presentations, and discussions about topics. While these techniques can be helpful in getting new sales team members to understand important concepts, practices, and techniques, simply expecting new hires to learn how to be great high performers in their department by memorizing all of the tips and tricks in sales training presentation examples can be extremely unrealistic. This can lead to a lack of confidence when these new sales team members are actually performing their jobs as well as a buildup of bad habits once they realize that it is difficult to be successful — especially if you did all of your training in 2-3 weeks and then sent them out to perform.

It can be much more beneficial to forgo the hour-long sales training PowerPoint presentation download and instead spread out your sales training topics over a longer period of time. This gives your new hires the time to practice what they’ve learned, make progress, and actually internalize the “lessons” before moving on to the next set of training. This method follows the 70:20:10 rule of learning science — where only 10 percent of learning comes directly from classroom instruction, 20 percent comes from coaching and discussing with peers, and the majority (70 percent) comes from doing the work and putting notes and classroom techniques into practice.

Innovative Sales Training Techniques

In today’s market, the importance of sales training cannot be overstated. With more businesses beginning to join the already crowded digital market space, it is essential that companies not only employ effective sales training methods for traditional commerce, but also explore online sales training techniques as well. This is because, especially as more SaaS and other online-based business types continue to grow, more and more customers are showing interest and even preferences for e-commerce over traditional in-person sales.

Due to this shift in consumer preference, it is increasingly important for businesses to search for solutions that help them improve their sales training practices in the online environment. This can be challenging to accomplish, especially for businesses that may be new to the online marketplace or simply those who have not updated their sales training systems in quite some time. Luckily, however, there are a number of companies that offer solutions to help you develop a more effective and successful sales training system and get all of your revenue teams on the same page and working together to achieve the most successful results.

With all of these solutions on the market, how do you know which companies offer the best sales training for your company? The best solutions will be those that help you create a consistent process and training system that can be applied to all members of your revenue team. This includes not only your sales team but also your marketing and customer success teams as well. Keeping all of these teams on the same page — using the same methodology and language — can help to dramatically improve your overall success.

Sales Training Courses For Beginners

Not all businesses and sales teams may benefit from the same types of online sales training certification courses.

When finding sales courses online, you will want to ensure that the skills the course is building are actually going to be helpful to your business overall. This can mean, rather than simply looking for a generic marketing and sales training course online, you may want to look for a more industry-specific or type of business-specific course that gives you more of the tailored training you need for your sales team. For example, SaaS businesses may want to look for a SaaS-specific training solution, such as Winning by Design, rather than a solution that is just labeled as “sales training.” Winning by Design provides more in-depth and SaaS-specific training systems that help your sales team to identify and improve the key moments of the customer journey, understand customer pain points, and understand what your customers want and how you can improve your system by listening to call recordings.

Best Sales Training

With the variety of sales training online options available today, choosing the right one to implement in your business can be a daunting task. After all, if you are going to invest more resources into training for your sales team, you likely want to ensure that it is going to be the best use of those resources. So, how do you find the best sales courses online? One of the most important things to keep in mind in your search for a new approach to training your sales team is that you are not simply looking for a sales training certification. You are not investing your resources to get a piece of paper (or an email) saying that your team has completed training, what you want to be investing in is a course or platform that helps to really build the skills and knowledge that will help your new hires be successful in their team.

Simply resorting to B2B sales training programs that consist of slides, presentations, and exams are not going to be truly effective for your team, so these types of fleeting training programs may be best avoided. In reality, the “knowledge” learned in these types of training will likely just be forgotten in a month and then your team will be left trying to figure things out on their own. So, when you are looking for a SaaS-centric sales training solution, you may want to look for a solution that emphasizes a different approach to teaching and emphasizes a guided approach — such as the flipped classroom model or blended learning models. Solutions like Winning by Design can be used to help you set up an in-house sales training program that helps to coach your sales teams, facilitate effective learning strategies, and help entrain the science of sales training into your business.

B2B Sales Training Topics

Coming up with a B2B skills training program for your sales team can seem incredibly intimidating — especially if you have been relying on outsourced training for your sales team in the past. But, while outsourced training can be helpful, it can also bring a lot of problems with it, such as needing to bring in external trainers every time you hire new sales employees. Making B2B training an internal, ingrained, and instrumental part of your business can help your company create a more effective and connected sales team and host a more consistent and longer-running training experience that can help your team to better learn the concepts and techniques you are trying to teach.

Outsourcing a B2B sales program can limit the ability of your team members to interact with each other, especially if they have learned different methods or techniques for doing the same work. On the other hand, a home-based sales leadership training program or sales workshop can mean a much more effective and connected sales team that is constantly communicating and learning from each other. Creating a sales training program from scratch can be extremely difficult and time-consuming, but with the help of technology and solutions, like Winning by Design, you no longer need to figure out how to build an in-house sales training program on your own.

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