Best in class sales team training

Give your entire GTM the skills and common language they need to succeed in driving 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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Training A Sales Team

The importance of sales training in B2B sales is critical for B2B businesses. Competition is fierce among companies due to the globalization of the business world. Every company needs supplies and services, and demand and B2B companies are rising to the challenge to meet those needs. Top-performing salespeople are those who spend time training. In addition, effective sales training can help create a positive work environment for your sales team. Businesses lose employees if they do not provide them with proper training. Training a sales team will not only potentially yield more significant results for your bottom line, but it can also help reduce employee turnover rates. Lower employee turnover also helps increase profits. Training your sales team is a win-win for everyone involved.

Teaching industry knowledge is an excellent place to start when developing sales training programs. Your sales team must become experts on everything happening within your company and your industry. Industry training includes product knowledge, market knowledge, and customer knowledge. On-the-job training allows your sales team to work with real customers while learning from a more seasoned person on the team. Best practice for on-the-job sales training involves assigning a trusted mentor to your trainee. As a customer-centric B2B business, your seasoned sales representatives will know customer satisfaction will always take precedence over training; however, observing this practice is training.

Sales training today includes the added aspect of social selling. Today, customers across all markets perform their research about products and services before purchasing or engaging with a business. This includes B2B customers. A large part of a customer’s journey is completed before they even contact a sales representative. Social selling is an essential part of B2B sales training. Executing and evaluating sales training programs in an ongoing effort to provide adequate training for your sales team is crucial.

Training Topics For Sales Team

Sellers today are dealing with well-informed B2B buyers with high expectations. In addition, B2B sales teams are up against buyers who use the decision-by-committee method for purchases. They face disruptive technology, mergers and acquisitions, continual product innovations, and many other factors that influence their selling ability. Sales teams need to know vast amounts of information to be at their best in front of buyers. Effective B2B sales training is crucial in today’s marketplace.

Sales training can include various topics from sales skills to product knowledge. Another example of B2B sales training topics includes sales enablement tools. Sales training is unique to each brand or business. Therefore, it is imperative to find innovative ways to implement effective sales training in a way that can scale with your company and adapt to a constantly changing marketplace.

Sales training topics 2022 will look different than they did a decade ago, and B2B sales training topics may look different from those a year ago. Training topics for sales managers are just as crucial as training topics for the team. 

For reference, we are providing a list of B2B sales training topics for sales team:

  • Effective Communication
  • Product Knowledge – what can your product do?
  • Product limitations – what your product cannot do
  • Selling Strategies
  • Common buyer objections
  • Buyer persona
  • Lead qualification
  • Social selling
  • Leveraging your marketing team
  • Customer Relationship Management best practices

Sales managers also need ongoing training. Training topics and tips for sales managers include:

  • More field training
  • How to incentivize your team
  • Effective time management
  • How to implement daily micro-training for your team
  • How to motivate your team

An effective tool for training your B2B sales team involves sales training online. Companies like Winning By Design offer sales training specifically designed for B2B companies. Online training with a company that understands B2B sales will help your sales team apply a common language across your revenue teams, such as sales, marketing, and customer service. A common language combined with a universal methodology provides a well-orchestrated customer experience. Using an online training program also helps you develop a data-driven approach to continued training, as you will be able to analyze processes, playbooks, and systems.

A combination of active training, self-education and online training will equip you with all the tools and knowledge you need when competing for business. Empowering your sales team with training is a good investment. Professional well-organized training will help your teams feel confident about what they are doing. Implementing an innovative online training program like Winning By Design enables you to create a company-wide cohesive team effort. There are many revenue teams; sales is only one of them.

Best Strategies To Train Best Sales Employees

How to teach sales skills is a question more businesses should ask industry experts. The good news is that more executives are looking to invest in B2B sales training. Due to the increasingly fierce competition in the B2B business world, getting the most out of your sales team is critical. The best strategies to train best sales employees include several factors:

  • Tailoring your training to your industry
  • Assessing the learning needs of your team before training
  • Providing the tools and learning aids your team needs to work effectively
  • Reinforcing the training in the weeks and months following
  • Coaching sellers

Sales training methods may vary from in-person classroom training to on-the-job training and online training. Therefore, it is essential to design a sales training program that works for your company. You must thoughtfully develop a training program tailored to the needs of your specific industry and your company. Starting with a sales training guide that defines your sales process, your customer relationship management system, and an explanation of your company store and how to share it with your customers. 

How to teach sales skills starts with assessing the strengths and weaknesses of your sales team. After understanding your weaknesses, you can fill in the gaps with training. Training is not static. It is critical to make time for ongoing training. Innovative sales training techniques offered by the best sales training companies, like Winning by Design, help B2B companies create cohesive company-wide teams that include all revenue teams. While your sales team is responsible for qualifying leads and closing sales, your marketing team is responsible for increasing visibility, sharing your brand voice across multi-channels, and drawing leads in to be qualified. This is just one example of how creating a cohesive team will empower your sales across the board.

Training For Sales Manager

Sales managers are responsible for producing results, accurate sales forecasts, hiring the right people, training the sales team, coaching underperforming team members, and overall managing the entire sales team. Your sales manager is vital to your company’s ability to post profits by increasing revenue consistently. Often sales management skills are overlooked in a sales training program. Training for sales managers often includes attending training with the sales team without strategic sales management courses. Sales management has leadership; however, generic leadership training is not enough to empower your sales managers to perform effectively.

The best training for sales managers includes sales coaching. Effective coaching can boost sales team performance. Helping managers understand and master the difference between management and coaching is imperative for your team. Performance management includes incentives and motivation outside of incentives for your team. Sales manager training needs to have how to establish performance expectations, understand performance gaps, and take action to help sales representatives improve when needed.

Strategic sales management training will include various methods, such as sales manager training online. One benefit of online training is that it is time efficient. Online training providers such as Winning by Design work through a global B2B training company that helps companies train recurring revenue teams creating a company-wide cohesive effort to increase revenue. Winning by Design offers training for front-line managers called Frontline Management Playbook. The training teaches how to create a coaching culture within their teams—empowering sales managers with strategies for running 1:1s and team meetings. Another innovative aspect of manager training with WbD includes best practices for role plays and call reviews. The Frontline Management Playbook is based on data-driven insights about existing procedures. The training is designed around the sales team’s unique pain points, challenges, and team dynamics. Effective sales manager training improves a team’s ability to influence customers’ experience leading to potential sales and referrals positively.

How To Train New Sales Reps

Ongoing training for company veterans is very different from how to train new sales reps. Sales training for beginners includes basic skills such as learning your company software and the system you use for customer relationship management. B2B selling often involves higher price points, longer sales cycles, and multiple touch points throughout the customer journey. Training a new B2B sales representative is tailored to your specific industry and your company. The sales staff in a B2B environment requires tools and aids they must use daily. When deciding how to onboard a new sales rep it is crucial to stay organized. Share the sales manager onboarding plan with the team so seasoned sales representatives can assist the new hires.

A sales rep onboarding checklist example for a sales onboarding 30-60-90 day plan includes:

First 30 Days:

  • Product and service training
  • Market training

First 60 Days:

  • Job shadowing
  • Prospecting and introductions
  • Performance review

First 90 Days:

  • Establishing an aggressive schedule but one that works for them
  • Meeting with prospects and developing relationships
  • Continuing to navigate the sales process and meet goals

The onboarding process is long and complex. It is a vital part of creating a successful sales representative. Assigning a mentor for your team will assist new salespeople and help them gain confidence. Sales managers should also stay closely involved in the process to ensure success for the new sales rep and the entire team.

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