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 Videos

How do you find the best sales training programs for your recurring revenue company? It’s a challenge, because if your team is like most, it consists of individuals with a wide range of experience. There are probably new hires who would benefit from sales training courses for beginners, along with more experienced staffers who would get the most from sales training certification. Which companies offer all of that, along with top-notch sales training videos, informative sales training modules, and other materials that reinforce what is learned in class? 

At Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B organizations, we provide sales training tailored to your industry. Our top-level trainers assess the needs of your entire team and create a customized curriculum that is relevant to those at every level. We provide the tools and learning aids your team needs to work effectively right away and reinforce what they have learned in the weeks and months following.

We offer plenty of innovative sales training techniques, but one of the most popular is our slate of training videos. These videos, many of them presented by Winning by Design CEO Jacco van de Kooij, aren’t the usual talking heads. They are fun and fast-paced, with plenty to keep your team interested and engaged. Trainers present a range of topics from simple techniques to complex sales methodologies, all in language that your team can understand. They work great before a class, giving your team the basics about any given topic. They are also effective as a way to review concepts after a class has ended.

Winning by Design has racked up more than 600 five-star reviews on G2 and are ranked among the best in the following categories: Sales Training, Sales Consulting, Customer Success Training, Account Based Marketing Consulting, and Revenue Operations Services. Felix Higgs, Principal Customer Success Manager at Knak, said that the videos and other materials set the classes apart from the competition. “The videos were really fun to watch and insightful,” he said. “Since taking the course, we have implemented several new workflows that have really helped our onboarding.

Andy Mauro, Co-founder and CEO at Automat.ai, said that videos and other materials made the difference for his training. “The Winning by Design methodology is highly structured and well documented, and as such we were able to augment the training with their books and videos,” he said. “We were able to share them with our broader team to help accelerate their ramp-up on the various frameworks that WbD provides. The WbD trainers are also really champions for the businesses they support, and they truly care about the success of the teams they work with.”

Training Industry, the leading research and information resource for corporate learning leaders, named Winning by Design one of the top sales training programs of 2022. We are adding new courses and expanding our training to make sure we stay at the top of the list. That’s why companies that need the best sales training turn to Winning by Design.

Sales Training Online

The days when a company could have its entire sales force working together in the same office are probably behind us. The fact is that sales teams are spread out across the country and around the globe. That means that in-person sales training is also a thing of the past. More and more, today’s teams are gathering virtually for online sales training.

What are the best sales courses available online? Who offers the exceptional online certification courses in sales and marketing? What’s the best way to weigh the offerings of one sales training company against another? When executives reach out to us with questions like these, we always have the same response: Look for a training company with plenty of experience online. Many of the most recognizable names in the business have added online options over the past several years, but this doesn’t ensure that their classes are the best ones for your team. Those that were created for in-person learning aren’t always engaging when they’re moved online. Winning by Design offers the best online courses for sales and marketing because we’ve been refining our training techniques since we were founded in 2012.

Research reveals that people hate sitting through a lecture. When someone starts reading from a script, their students’ minds inevitably start wandering. Without even realizing it, they start glancing at their watches or scrolling through emails on their phones. Interactive learning, where there’s plenty of time for asking questions about real-life issues and sharing tips with other participants for overcoming challenges, is what works. Allowing people to work through problems and solve them on their own helps them retain what they’ve learned. That’s the kind of hands-on learning offered by Winning by Design.

 Emilie Dubau, Global Director of Customer Success at Sana Commerce, said that Winning by Design’s classes taught her techniques that she and her team could begin using right away. “I like the flipped classroom approach, where you read and watch videos about the topics before they are mentioned in the live sessions,” she said. “The live sessions are more about practicing what you learned in a fun way. The training forces you to rethink your internal process and how you interact with customers. The principles are clearly explained, and you are given exercises to practice between sessions.”

 Douglas Havlik, Director of Customer Success at ThoughtTrace, said that Winning by Design’s sales training topics were perfect for recurring revenue companies. “What I liked best was the multimodal approach to learning — self-paced videos, reading, and exercises combined with live classroom time,” he said. “My meetings, both with clients and internally and now better run with better insight into customer pains and with clearer next actions achieved at close of meeting.

 With years of experience helping sales teams achieve sustainable growth, Winning by Design’s Revenue Academy offers sales courses with certificates for every member of your team. Our classes are designed for all skill levels, so a newly hired staffer might take Selling for Impact, while their more seasoned colleagues might prefer Selling Into Enterprise Accounts.

Best Sales Courses

How do you know when a company is offering the best online sales courses? For one thing, it’s when some of the biggest names in the industry —Asana, Adobe, and Hewlett Packard, to name a few — take advantage of your consulting and training expertise. Jake Reni, head of Adobe Sales Academy, said Winning by Design has been extremely helpful in its training for new staffers. “Our partnership with Winning by Design has taken us from a seller-centric model to a very buyer-centric mode,” he said. “Winning by Design has been a core part of our success.”

Scott Dimond, Mid-Market Account Executive at Asana, said that he’s noticed the difference in staffers of all levels. “We hired Winning by Design for the second year in a row to train the various sales teams within Asana,” he said. “After completing the training, the team now has a go-to framework on how to run essential aspects of the sales cycle. In my opinion, the team as a whole is more confident in running meetings, managing negotiations, and doing demos, and can build upon what they’ve learned in this course.”

But companies of all sizes take advantage of Winning by Design because we offer the best sales training for recurring revenue companies. Traditional sales used to focus almost exclusively on closing the deal. Signing new customers is still important in the recurring revenue model, but because up to 93% of a customer’s lifetime value comes after the initial sale, there’s a new focus on delivering impact. This means that a recurring revenue company’s entire go-to-market team — including marketing, sales, and customer success — has to work together.

By teaching their teams how to master the recurring revenue model, Winning by Design is helping SaaS companies achieve sustainable growth. Our sales training methods involve making sure everyone on your revenue team speaks the same language. If they aren’t working with the same methodology, it makes passing customers from marketing to sales or from sales to customer success more difficult. Our sales courses, ranked among the best in the industry, help smooth out the process and ensure that customers barely notice the transition. That’s information you won’t get out of the best sales training books. 

Our range of courses — whether they’re online sales courses for beginners or online sales courses with certificates for their more experienced colleagues — help members of your team reach their goals and feel secure in their roles. Britta Buchholz, Enterprise Customer Success Manager at Sana Commerce, said the course she took eased her transition into sales. “I just started a new job as an Enterprise Customer Success Manager,” she said. “Coming from a very different industry, this course gave me great insights into the world of SaaS. Winning by Design gave me some valuable tools supporting the structure of my meetings with my customers. I like that a great variety of different elements — videos, blueprints, and quizzes — are part of the curriculum.”

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