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 Topics

Every member of your sales team, from the new hire who’s just learning how to close a deal to your most senior level rep who’s constantly exceeding their sales goals, can benefit from a training program. But they don’t necessarily need the same types of training. Your less experienced staffers need a foundation that they can build on, while your experienced executives benefit most from training that helps them build on their success. And managers need training that helps them take their team members to the next level. When it comes to sales training topics, one size definitely doesn’t fit all.

Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B organizations, has one of the industry’s most highly rated training and coaching programs geared toward all of your go-to-market teams. We’re especially proud of our courses covering a wide range of direct sale training topics. We offer role-based training certifications across the entire GTM team, including Sales, Sales Development, Business Development, Customer Success, and Revenue Management. Your team will learn the fundamental skills needed for their roles, whether they’re Account Executive, Sales Development Representatives, Customer Success Managers, or Sales Managers.

At Winning by Design, our hands-on training approach is paired with best-in-class frameworks developed by our own highly experienced sales leaders. We help you increase your team’s performance and unify them around a common language. Our list of sales topics is expanded each year to include innovative courses focused on augmenting management skills, prioritizing customer success, and mastering the recurring revenue model. Your team can participate in live, trainer-led sessions featuring some of the most experienced trainers in the business, complemented by our learning management platform. They will have access to all of our helpful blueprints and library of videos that delve deep into a wide range of topics on sales and marketing. At the end of each course, they receive a certification in the topic.

These aren’t the dry training courses offered elsewhere. In fact, our clients often refer us to colleagues because our fun sales meeting topics keep them interested and engaged. Our leaders aren’t just reading from a script, they’re offering advice from their own experience in the industry. They encourage participants to do the same, and to bring in real-life challenges that they happen to be facing at the moment and discuss strategies for solving them. Whether your team members are signing up for beginner or advanced sales meeting topics, they will leave feeling excited and energized.

Top Sales Training Topics

The explosion of Software as a Service (SaaS) has changed the way that we approach sales. With SaaS, 72% to 93% of the lifetime value that we get from a customer happens after the initial deal. Because of the growth of the recurring revenue model, we have to completely rethink the customer buying process. That’s why Winning by Design offers an array of courses on all the top sales training topics that are integral for building a successful SaaS sales team. Drawing on a strategy that’s proven to get results,  our sales training topics cover everything from prospecting for leads to putting together a plan for measurable and sustainable growth. And because our methodology applies to all parts of the funnel, all your teams from Business Development to Customer Success speak the same language.

Don’t take our word for it. More than 600 companies — from bootstrapping startups to well established Fortune 500 corporations — train their revenue teams with Winning by Design’s top-rated sales training ideas. 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. And our Sales Leadership Training Topics tie everything together by ensuring that Managers are adept at all these practices as well.

Sales Training Topics 2022

If you’re a SaaS business — and these days, almost every company is moving in that direction — you can’t rely on just any sales training. The recurring revenue model uses an entirely different framework, so much of what is taught in the average sales leadership training course doesn’t apply. SaaS differs from traditional sales methodologies because the traditional funnel is turned on its side. Where the funnel used to end with the sale, we add the additional steps necessary to create an ongoing relationship with the customer. Now what used to look like a funnel starts to resemble a bowtie.

If your sales training doesn’t include all your revenue teams, it isn’t focusing on all the sales training topics you need in 2022. Closing the deal used to be the goal for most sales teams, but SaaS has changed all that. Because the majority of revenue today is generated after customers sign on the dotted line, all your teams — Sales, Sales Development, Business Development, and Customer Success — should be following the same methodology. That way, they can effectively deliver the results that your customers need. At Winning by Design, we put it this way: “Recurring revenue is the result of recurring impact.”

Drawing on our years of experience helping sales teams reach their goals, Winning by Design put together one of the industry’s top sales training programs in 2021. There were no existing sales frameworks purpose-built for a recurring revenue model, so we put one together. We developed a sales methodology that incorporates all parts of the sales team. Having a comprehensive strategy is how we became one of the top sales training program names used by companies like Asana, Adobe, and Hewlett Packard. For the coming year, we’ve updated our current courses and added new ones. That’s how we’ll continue to be one of the top sales training programs in 2022.

B2B Sales Training Topics

Many software sales training programs offer the same set of courses year after year. They don’t always take into account the changes that SaaS continues to bring to sales. That means that your sales team isn’t getting the latest information about the recurring revenue model. At Winning by Design, we are constantly updating our offerings to reflect what our clients tell us are their most pressing needs. We continue to lead courses geared toward Sales, Sales Development, Business Development, and Customer Success, but we have added others for managers and executives looking to hone their skills. They are all based on the methodology we created for the recurring revenue model, so there’s a common language across your revenue teams.

When you’re choosing from the many online sales training programs, you want to go with a company that has experience in a digital environment. When a B2B sales academy has simply adapted its in-person training sessions, it shows. Presentations tend to be one-sided, with little or no input from participants. It’s no wonder that many of them tune out after a while. That’s not the case at Winning by Design, which has offered online courses for more than a decade. Training sessions have a lot of back and forth, with participants providing a lot of real-life examples from their own companies. They go back to the office feeling excited about incorporating what they’ve learned. That’s why our B2B trainings are among the most highly rated in the industry.

Winning by Design’s B2B sales program is part of our award-winning Revenue Academy, which offers interactive training sessions, engaging instructors, best-in-class frameworks, and detailed blueprints for every step along the sales journey. What makes Winning by Design unique is that our participants don’t forget about us after the last class. They return to consult our research about topics like recurring revenue growth trends, pour over our blueprints about best practices, and sign up for other courses to continue their personal and professional growth. That’s why companies looking for the best inside sales training programs turn to us.

Our B2B sales training topics include something for all members of your GTM team. Among the new or updated courses currently offered through Revenue Academy is Customer Success for Impact, which gives you strategies for transforming Customer Service from a cost center to a key revenue driver for your business. Managing for Leadership focuses on how to apply key metrics, skills development, coaching cadences, and call scorecards to empower teams and drive sales. And Revenue Architecture explains the principles of recurring revenue and how to apply them to your business.

Training Topics for Sales Managers

Few frontline managers have been trained in what makes an effective leader. The qualities that make for a successful account executive aren’t necessarily the same one required for managers. That means many people promoted to management positions don’t start out with the skills they need to bring out the best in their teams. There are plenty of classes available, but training topics for sales teams usually don’t cover sales management topics.

That’s why Winning by Design’s training topics for sales managers are so integral for companies looking to build the skills of their management team. Managing for Impact is a great option for newly promoted sales managers, as well as account executives and customer service reps looking to move into a management role. It includes how to build the leadership skills that motivate members of your team, including how to have candid conversations with team members and constructive one-on-one meetings. Managing for Leadership takes the skills you have already learned to another level. It helps you understand which metrics are most important to track and how to use the data you collect to take your team to where they need to be. It also guides you on how to create a weekly, monthly, and quarterly coaching cadence to make sure your team masters their own skills.

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