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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Types of Sales Strategies

When it comes to the B2B sales process, it’s harder than ever for an account executive to get their foot in the door. That’s because on average, customers are already 70% through their buying journey before they even start talking to potential suppliers. They have already formed a buying team, identified their problem, researched potential solutions, and set parameters for what the solutions need to accomplish. According to recent research from Gartner, they spend only 17% of their buying process actually meeting with sales reps. And each individual sales team only gets maybe 5% of their time. That doesn’t give them much of an opportunity to make an impression.

We often talk about how much the B2B sales strategy has changed over the past several years. But that’s because the buying process has changed as well. Customers have grown more accustomed to figuring out their problems and researching a solution themselves. Close to half of the buying process involves doing research both online and offline. Because the information is so readily available, they don’t need as much input from sellers. These days, sales reps have few occasions to meet with buying teams and discuss why their solution is better than that of their competition.

On top of that, buying teams are not interested in getting a sales pitch. They want to do business with a supplier who functions less as a vendor and more as an advisor. And they expect that a supplier knows their company inside and out. According to research from Salesforce, 84% of buying teams say they are more likely to make a purchase from sales reps who have a clear understanding of their goals. However, more than half of those businesses believe that the majority of sales reps don’t have a firm grasp on what they are trying to accomplish. 

That doesn’t mean that sales reps don’t have a chance these days. They just have to be aware that the playing field has changed. The types of sales strategies that were the basis for so many successful campaigns in the past just aren’t cutting it today. The one-size-fits-all model won’t work for everyone. The most effective b2b sales strategy for startups might not be the right one for enterprise companies. In today’s world, where the recurring revenue model has become more and more important, you have to know how to write a sales strategy that’s right for your company. Look for our example of a great sales and marketing plan below.

What Are Examples of Sales Strategies?

What are B2B companies looking for when they do an online search for “What are the top three sale strategies?” or “What are the four sales strategies used today?” What they really want to know is which sales strategy will help their company connect with prospects, qualify those that are a great fit, and convince them that their solution is the right one for them. The truth is that there are a lot of sales strategies that will take you this far. What are examples of sales strategies that have worked for companies in the past? Here’s a few that they return to again and again:


Solution Selling. One of the oldest sale strategies is called solution selling. Because it’s scalable, solution selling is an example of a sales strategy that works well for small businesses. A customer comes to your company already aware of the problem and the probable solution. Your team only has to assist them with selecting the product that best meets their needs. Among the advantages of solution selling is that it is a fairly short sales process. The biggest disadvantage is that it isn’t the best way to build a relationship with a customer. That’s why many companies have moved on to consultative selling.


Consultative Selling. This sales strategy is about establishing a long-term relationship with a customer. Consultative selling is most effective when a customer knows that they have a problem but needs help understanding potential solutions. That’s when your team has the opportunity to educate them on the options as well as help them select the right product. Before you sit down with a customer you need to take the time to research their company and figure out their pain points. By the time you meet with them, you have already diagnosed their problem. Consultative selling is an excellent way to establish a relationship with a customer that lasts long beyond the initial sale.


Provocative Selling. Solution selling and consultative selling worked well until about 2003, when the dot-com bubble burst. Cash-strapped customers suddenly weren’t interested in buying new technology. Sales teams had to get more creative, pushing innovative solutions even if a customer hadn’t identified a specific problem. Provocative selling — also known as strategic selling — is when a sales rep tells a customer that they have a problem and what the solution is. It’s all about provoking a response from the customer. This strategy often requires executives from the seller to reach out to executives from the buyer.

Is any of these types of sales right for your company? When it comes to putting together an effective B2B sales strategy, the framework is important. A strategy that works for one company might not work at all for another, even if both are in the same industry, are selling the same type of product or service, or are targeting the same customer base. Let Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B organizations, come up with a sales strategy framework that helps you grow your company. For more than a decade, Winning by Design has helped B2B companies of all sizes reach their goals.

Effective Sales Strategy

The sales strategy examples mentioned above are still used by many sales teams around the world. But the way that B2B companies approach sales changed in 2008, when a new strategy emerged to take advantage of the recurring revenue model that was taking hold at the time. Tech companies that had been relying on the one-time purchase model opted instead for a recurring revenue stream. Software as a Service, or SaaS, quickly became the most effective sales strategy for this new way of doing business. It focuses on the fact that up to 93% of the lifetime value that companies get from their customers happens after the initial deal.

SaaS does not replace sales strategies like solution selling, consultative selling, and provocative selling. It adapts them to higher velocity sales cycles of the recurring revenue model. For example, companies might use provocative selling for prospecting, consultative selling for sales, and solution selling for customer success. That essentially is what we are seeing today at many organizations. SaaS is a great sales strategy for startups, since it helps them build their customer base. And it’s one of the strategies that more established companies use to increase sales.

By this point you understand the importance of having a successful sales strategy for your recurring revenue company. Now it’s time to implement a sales strategy plan. For SaaS to be as effective as possible, all customer-facing employees — Sales, Sales Development, Business Development, and Customer Success — need to be on the same page. That’s where Winning by Design’s Revenue Academy comes in. We help you unify your team by offering open training sessions geared toward every role. And the training levels up as your team does. Those moving up within their department, or moving into management or executive positions, have courses that will help them learn the necessary skills.

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