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 Training Consulting

Every SaaS company serious about increasing their revenue must make sure their account executives receive regular sales training. This is oftentimes done through an outside sales training consultant. But are the training programs accomplishing everything they should? A study conducted by Training Industry magazine, the leading research and information resource for corporate learning leaders, asked employees to rate the quality of their company’s sales skills training program. The study found that 10.7% of the programs exceeded expectations, 42.5% met expectations, and 43.5% needed improvement. That last percentage — backed up by plenty of other research — should catch every sales executive’s attention. More than two out of five of their sales reps think their training isn’t working as well as it should.

Maybe the problem isn’t the training itself. It could be the fact that a lot of corporate sales training programs aren’t geared toward the way we sell today. Their sales training content isn’t specific to your business model, and their sales training methods aren’t geared toward your particular industry. In other words, they teach your team how to sell a product, but not necessarily how to sell your product. No wonder research reveals that more than 42% of sales reps report that they don’t have enough information before making a sales call. That’s because the training they are receiving isn’t preparing them for the job.

Your sales team is sending you a message. They are eager to get the kind of advanced sales training that will help them become better sellers. They want to have as many tools as possible at their disposal to help them close the deal. And they need playbooks that will help them be able to replicate what works in today’s market. What they don’t want is to feel like they are wasting valuable time. 

When you decide on sales training consulting, how do you choose between the many companies who are eager to sell you their services? Make sure they know your industry inside and out. If a consultant doesn’t focus on SaaS sales, that should be a red flag. A sales training consultant needs to understand the intricacies of the recurring revenue model. If they are still talking about the traditional sales funnel and the importance of closed-won, you might want to look elsewhere. That means they don’t understand that for SaaS companies, it’s building a long-term relationship with customers that really matters. 

Another thing to keep in mind: training should be an ongoing process. If the sales training consultant that you are considering only offers onboarding for new hires, or one-and-done classes for your more seasoned employees, then they probably don’t have what it takes to help your team reach its goals. The best sales training consultants see training as part of a process and offer a variety of courses that allow your employees to gain the knowledge and skills they need to succeed. And they follow up those courses with individualized training that lets them practice what they’ve learned.

Sales Training Consulting Firms

When you’re comparing the best sales training programs, take a look at Winning by Design. With a truly innovative approach to the recurring revenue model, we are one of the industry’s most highly rated sales training consulting firms. We offer a wide range of courses for your entire revenue team, including your Marketing, Sales, and Customer Success departments. For example, Prospecting for Impact lets you increase your customer connections with relevant and effective prospecting, while Prospecting Into Enterprise Accounts builds on this knowledge and adds account-based prospecting strategies. There are also courses designed for frontline managers and executives. Managing for Leadership, for instance, focuses on how to apply key metrics, skills development, coaching cadences, and call scorecards to empower teams and drive sales. Revenue Architecture explains the principles of recurring revenue and how to apply them to your business.

In addition to these and many other open courses offered through our Revenue Academy, we also have private classes for eight or more people with curriculums that are carefully tailored to reflect your own business model. There’s also coaching to help reinforce what your team learned in the training sessions. With all these options at your disposal, your team will learn how to ask the right questions, engage in more impactful conversations, and truly connect with customers. Your sales training process will benefit in ways you never thought possible.

But what makes Winning by Design one of the best companies for sales training is the types of services we offer. We have Marketing, Sales, and Customer Success Services that help you uncover gaps in your processes, attract your ideal customers, and tap into growth opportunities within your existing customer base. We also have Private Equity, Growth Equity, and VC Services that allow you to unlock revenue potential across your portfolio with value creation solutions. And our Revenue Enablement Services permit you to implement and activate your methodologies and strategies directly into your tool stack and workflow.

Top Sales Training Programs

What are the best courses for sales professionals? Let’s leave that question to the experts. Training Industry’s list of the Top Sales Training Companies in 2022 places Winning by Design high on the list. Training Industry says companies made the cut for the breadth and quality of their program and service offerings, their visibility in the industry, and their impact on the sales training market. Jessica Schue, market research analyst at Training Industry, said companies made the list because they show a “readiness to adapt to their customers’ needs” and “help keep them up to date with new selling trends.” 

Our users also consider us one of the top sales training companies. The sheer number of online reviews speak for themselves. Winning by Design has earned more than 600 five-star reviews on G2 and have been ranked among the best in the following categories: Account Based Marketing Consulting, Sales Consulting, Sales Training, Customer Success Training, and Revenue Operations Services. In addition, we are among the b2b sales training programs that have been highly rated on Gartner’s Magic Quadrant for Sales Training. When it comes to the best sales training programs for SaaS companies, Winning by Design is hard to beat.

Toni Jones, an Account Manager at Anagram, said that growing sales quickly and effectively was the key to the startup company’s success. They turned to Winning by Design for the types of sales training programs it offers. She said the courses were valuable for their entire team, regardless of experience. “I have spent 25 years in sales,” she said. “One can only imagine how many sales courses that I have suffered through over the years — yes, suffered — because they provided minimal relevant impact. Our sessions with Winning by Design were on point. And most importantly, the insights were relevant to our business model. I left every session feeling rejuvenated and taking away something of enormous value to place in my sales tool belt.”

Consulting Sales

When it comes to B2B sales consulting companies, Winning by Design has built up quite a following. Rick Rabuck, a Sales Executive at Medius, signed up for training in Selling for Impact. “I liked everything about the course,” he said. “It teaches account executives the key skills they need to bring more impact to their customers. The modules show how to have more effective conversations, use best practices in discovery and demo, and orchestrate late-stage conversations to close. This course is often used as part of the onboarding program for sales reps who are new, but it’s also great for reps who want to hone their technique.”

Many sales consulting companies rely on tried-and-true sales methodologies. But Winning by Design backs up everything we do with our SPICED methodology that provides a common language across revenue teams. This means that departmental handoffs that used to be unmanageable — such as the one between Sales and Customer Success — are now smoother. With everyone on your team using the same methodology, you can finally make the most of the recurring revenue model.

Adam Young, Senior Team Lead for Client Success at Mindbridge, said that his team has seen the difference in their consulting sales process. “We are leveraging the SPICED model for our Account Executive to Customer Success handoff,” he said. “The training helped provide us with a framework around a lot of the tasks and activities we were already doing by instinct.”

Young added that he was thrilled to complete our Account Management course as well as our Customer Success. “Both of my experiences with Winning by Design on both the education front and services front have been nothing but professional, organized, and valuable,” he said. “When you are an educator in all things customer-facing, you really know how to nail down education and the customer journey. I look forward to working with them again. I will be running all of my Account Managers through their course as well.”

Many sales consulting companies promise more than they can deliver. But at Winning by Design, we don’t need to make promises. We can proudly point to our hundreds of satisfied customers.

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