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 Courses for Beginners

There’s an ever-widening gap between what business school students are learning in the classroom and the skills that they’ll need once they enter the workforce, according to research at Harvard Business School. Students are learning finance, marketing, and management — everything, it seems, except sales. At the country’s more than 500 business schools, there are fewer than 300 courses that focus on the sales process. That means many of the country’s top colleges and universities don’t teach sales. That’s a problem, because more than half of all college graduates are going to work in sales at some point in their career. Almost none of them have sales training certification.

“For an engineer, you can go to a school and find students of electrical engineering, chemical engineering, and so on,” said Harvard Business School Senior Lecturer Frank Cespedes. “For an accountant, finance person, or software developer, you can find majors in those subjects. But few schools have sales programs or even a sales course. Most salespeople start with little preparation and must learn on the job. That’s why training is so important.”


Because there are no business schools that are turning out graduates with a focus on sales, companies are having to take on the training role themselves or get help from sales training companies. The onboarding process is no longer just about integrating new employees into an organization and familiarizing them with products they will be selling. More and more, it’s also about teaching them the basics of sales. “That’s something companies are going to have to do to meet the demand,” Mark Cope, senior manager of sales at the management software firm CentralReach, told the Wall Street Journal. “Look beyond experience and coach them up.”

According to the U.S. Bureau of Labor Statistics, the number of salespeople continues to grow every year. And that doesn’t include professionals with job titles like business development manager whose jobs are in sales. That means a handful of salespeople are coming from business schools, but most have a degree in another field.  Where do you find sales training programs for companies whose sales teams are rapidly expanding? Who offers sales training courses designed for beginners? The best sales training courses are offered by companies like Winning by Design, where our courses are tiered for sales professionals of every level. Our online sales courses with certificates prepare new account reps with all the skills they need on day one.

Sales Training Courses Online

With the rapid development of technology, the difference between your product and the one sold by your competitor can be narrow and nuanced. It often comes down to hard-to-describe aspects like verticals or integrations. That’s why the skills of your sales team are more important than ever. Even if your product is the best on the market, even if it solves your customer’s specific needs better than anything else out there, you need to have a team that can effectively communicate that fact. Otherwise, your product will get lost among the hundreds of others competing for a buyer’s attention.

Cespedes, the author of six best-selling books on sales and marketing, believes the scarcity of sales reps with experience actually selling a product to customers is one of the biggest problems for companies hoping to ramp up their sales. “Fewer people than ever have made it there with prolonged prior experience with customers,” he said, “and that’s a problem in formulating and executing a market-relevant strategy.” Investing in sales training courses for beginners can help solve this problem. It’s the fastest way to get the less experienced members of your team up to speed. Improving your overall sales team metrics will have the biggest immediate impact on your revenue growth. According to a recent study by Accenture, every dollar a company spends on sales training results in a 353% return.


But increased revenue is not the only benefit for your company. Offering online certification courses in sales and marketing is a great way to attract top talent. A survey conducted by the cloud computing company Citrix found that 88% of those currently looking for a job say they want more learning opportunities. If an employer doesn’t offer classes to help them improve their skills, they tend to look elsewhere. The best online sales courses are an excellent option for onboarding your newer team members who are working remotely or who spend only part of their time in the office. They have a chance to bond with colleagues even though they are spread out geographically. These courses can also help your company boost employee satisfaction, motivation, and retention rates.

Of course, there are dozens of companies offering sales training courses online. How do you find the best online sales courses for your team? Where can you arrange for sales courses with certificates? And how do you make sure that the training will have a lasting benefit for your team?

Short-Term Courses in Sales and Marketing

You want to provide the newest members of your team with the opportunity to improve their skills by offering the best sales training programs available. But at the same time, you don’t want these learning opportunities to take them away from the job you hired them for in the first place. How do you balance the need to level up their skills so that they know the basics of sales and the need to get them talking with customers so that they can get real-life experience? The answer for most companies is short-term courses in sales and marketing.

Companies that provide onboarding and training for new employees understand what you’re going through. They are aggressively pushing online courses for sales and marketing team members that require that they spend a minimum amount of time away from their desks. But the truth is that taking in masses of information all at once isn’t the way that most people learn. Experts have spent a lot of time discussing the “forgetting curve,” which emphasizes how most people forget most of what’s not repeated or reinforced later on. Recent research by the University of Waterloo found that after 30 days, students retained less than 10% of what they learned during a lecture. Clearly this isn’t the way to impart important information.


The best courses for sales professionals are the ones that are the least like a lecture. There may be one or more instructors leading the classes, but they aren’t people hired to read from a script. They are seasoned sales professionals who are providing examples from their experience in the field and discussing different ways to approach the types of challenges all sales teams face at one time or another. There should always be an opportunity for classroom discussion so that participants can bring up issues they are facing, as well as interactive segments that underscore the main points of each class.

Winning by Design has the best sales and marketing courses for those who are just starting out in sales. Offered through our highly regarded Revenue Academy, our courses are created for team members of all levels, so we offer sales training courses for beginners as well as for those with years of experience. Participants can start off with classes that give them the basics of sales, then work their way up to more advanced strategies for landing larger accounts. The Revenue Academy is one of the most time-efficient ways to onboard new staff members.

B2B Sales Training

B2B sales training requires instructors who understand that the way we approach sales in constantly changing. They should be well versed in a sales methodology that takes into account the fact that up to 93% of a customer’s lifetime value comes months or years after the initial sale. If they aren’t an expert on the recurring revenue model, that should be a red flag. The recurring revenue model requires a different approach to sales that involves your entire go-to-market team. If an instructor is still focused just on closing the deal, move on. 

If you want the best sales training program for new employees, look for a company that has developed courses specifically for online learning. Simply adapting a class that used to be taught in person isn’t going to cut it. Since we were founded in 2012, Winning by Design has focused exclusively on online onboarding and training courses. We understand what it takes to motivate people in an online environment. These are not the types of courses where participants check their email as the instructor drones on for an hour. Our trainers make sure that everyone gets a chance to ask questions and discuss challenges they are facing. That’s why many companies enroll all their new hires in our sales training courses for beginners.

Lastly, remember that the best sales training companies are backed by a proven track record. 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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