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

Design Icon


Apply a universal methodology and process across your entire customer journey


Activate through defined processes and playbooks, implemented directly into your workflow

Training Icon


Arm your reps with the core skills for success, with a common language to unify as one GTM team

Coach Icon


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.

View on LinkedIn
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 ⭐️

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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!

View on LinkedIn
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!

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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

View on LinkedIn
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.

View on LinkedIn
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!

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn
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.

View on LinkedIn

Sales Training Program

In the B2B field, making a sale is only the first step in the journey toward optimizing an organization’s revenue stream. No matter how many sales a company makes, when clients choose not to renew contracts, they will have to constantly find new clients and begin the sales process over again. On the other hand, if the company focuses on keeping current clients and convincing them to renew their contracts every month or year, its profitability can grow. The effort that goes into creating a sales training program for the team can be a decisive factor in whether or not employees are convincing clients to stay on or only trying to get new clients.

Certain sales training programs for companies are designed to train sales professionals to make the sale and move on, while others will teach them how to build relationships with clients and ensure they become recurring clients. For example, in a company that uses the first type of training program, a sales professional may convince ten clients to sign up, but those clients will eventually become disinterested and allow their contracts to expire after one month. Conversely, in a B2B organization that trains their team to keep clients interested in their service or product, a sales professional will convince five clients to sign up and build relationships with them so that they renew their contracts consistently. With the latter type of B2B sales training programs, companies can boost revenue and build a reliable client base.

Finding the best B2B training programs for sales is vital for a B2B organization. Winning by Design’s Revenue Academy is an interactive, detailed, and effective sales training program. When B2B companies utilize Winning by Design’s Revenue Academy to train their sales professionals, they have the opportunity to create a unified sales process across the entire customer journey that focuses on customer success and client retention in conjunction with top of the funnel sales.

Best Sales Training Programs

The best sales training programs are comprehensive and allow teams to send consistent messaging and tone to clients. In addition to those basics, there are a few additional critical factors to consider before choosing a program. For instance, if an organization already utilizes a particular sales training program that is ineffective for them, the company would need to re-train their team using a different approach. Another factor to consider is whether the program is helpful for inexperienced team members or whether the materials and courses assume that the individuals already know the basics of sales.

In the first case, assuming the team members were taught with an average sales training program example, they would know how to initiate contact and make a sale using traditional methods. These conventional methods may be helpful in certain situations, but B2B organizations need to use innovative sales training techniques to ensure their clients renew their contracts. Winning by Design’s innovative Revenue Academy teaches employees and professionals how to implement a consistent methodology to meet clients at every step in the customer journey, from sales to marketing and customer success. In addition to being helpful for re-training sales professionals with a focus on optimizing recurring revenue, the Revenue Academy has sales training courses for beginners that may not have experience in the field in the academy’s New Hire Onboarding program.

Comparing training programs can be a quick way to find the one that will work best for the company. For instance, a list of top sales training programs 2021 contains a comprehensive list of simple curricula for small companies to interactive courses and programs for B2B organizations – all topics that courses at Winning by Design cover. Among all those topics, the best sales training program should ultimately train teams to take advantage of opportunities for optimizing revenue growth and create a consistent language that is used across the client experience.

Online Sales Courses With Certificates

Constructive training for sales roles is essential, but it can be challenging to determine whether an individual is going through the motions of taking a training course or if they are genuinely learning from it. One way for organizations to gauge whether employees and professionals are learning from a course is to require them to earn a certificate before moving forward. The best online sales courses with certificates only provide a certificate after the individual has met specific requirements at the end, such as reaching a minimum score on an exam. It is vital to ensure that a program does not automatically result in a certificate just for taking it, regardless of any proof of learning.

Another positive aspect of sales training courses that result in certificates, aside from the fact that they become a way to prove the individual learned a subject, is that a certificate can be a motivating factor for an employee to take a course. For example, a team member may not be interested in taking short term courses in sales and marketing, but if the courses result in certificates, they may be more likely to sign up for the training voluntarily. B2B companies that want to train sales professionals and boost revenue should consider utilizing the online certification courses in sales and marketing from Winning by Design.

Top Sales Training Programs 2022

Many online sales training programs are available, but this does not mean that they are all effective or appropriate for your organization. Without knowing what to look for in a program, it isn’t always easy to find the best sales training companies. Top sales training programs 2022 lists may be a helpful place to start, but these lists will also contain programs that do not possess individual features that your B2B organizations may require. As an example, basic sales training courses for beginners may teach employees how to start selling, but they will not have the same features as a more robust program created for B2B companies, like Winning by Design’s Revenue Academy.

The best sales courses online are interactive, engaging, and detailed. Winning by Design’s Revenue Academy was created with all this in mind to help companies organize and unify the sales process with our unique SPICED™ methodology. SPICED™ is a framework for understanding prospects and stands for Situation, Pain, Impact, Critical Event, and Decision. In the first step, called Situation, employees request facts and background details about the prospect. Then, in the Pain stage, they discover the problems that the prospect needs to solve. The Impact step is about going deeper into the issue and understanding how it affects the prospect’s business. In the Critical Event stage, the employee finds out what the prospect’s deadline is to solve the problem. Finally, the Decision step is where the employee learns the process and criteria involved in the prospect’s decision on a solution as well as how the prospect evaluates a possible solution. Using the SPICED™ methodology, the Revenue Academy trains employees in sales, marketing, and customer success to understand and help solve their client’s problems which will build trust and, ultimately, accelerate recurring revenue.

Sales Training Program For New Employees

When hiring employees for sales positions at a B2B company, it is essential to have a specific sales training program for new employees. Not only should the training include sales onboarding best practices, but it should also be the time when employees are introduced to unique methods and techniques that form the common language of the Revenue Teams at your company. Winning by Design has a customizable New Hire Onboarding program with courses that can be tailored to the company’s individual sales and marketing processes. Before creating a sales manager onboarding plan, it can be beneficial to become familiar with specific rules and ideas that may pertain to such a plan.

The 30-60-90 day model can be used as a sales onboarding plan template before developing the content and training that make up the program. The 30-60-90 day plan is an outline of the goals that a new employee should accomplish over three months. Each plan can look different, but they commonly follow the pattern of one month for learning about the company and market, the second month for implementing what they have learned, and the third month for improving upon their work. This plan can be something that the company outlines for the new employee or something that the employee shows the company to prove that they are ready for the job.

Whether a company uses the 30-60-90 day plan or not, a sales onboarding checklist should be used to create a training program to ensure that new employees receive the proper training and understand the information necessary for carrying out their duties. Once the onboarding processes have been outlined, B2B companies can create a sales training program for new employees with Winning by Design’s Revenue Academy courses.

Related Articles

Get in touch

Contact us to see how we can help your team transform.