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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Virtual Sales Training

When was the last time your entire revenue team was together in the same room? How about your sales team, or even your enterprise sales team? If you’re like a lot of companies these days, many of your employees have never met face to face. This is especially true for those who have recently joined your team. With employees spread out more than ever and many of them working a hybrid schedule, we’ve had to get used to working independently.

One more question: How long has it been since your team met with a potential client in person? As we’ve been adjusting to working remotely, we’ve also had to optimize our remote sales skills for a changing marketplace. We’ve had to quickly become adept with modern concepts like account-based marketing and asynchronous selling. And we’ve had to figure out how to pass along this knowledge to the newest members of our teams.

 Dominique Levin, CEO of Winning by Design, believes that companies able to master these skills have a leg up on the competition. “Revenue teams dramatically improve their sales velocity and win rates by incorporating remote and asynchronous selling strategies and skills,” said Levin. “Today’s sellers have a unique opportunity to help customers make better and faster buying decisions by using these modern skills.” 

Winning by Design, the leader in accelerating and optimizing recurring revenue for B2B organizations, is highly regarded for its virtual sales training. Our cutting-edge sales skills training programs help your business improve its process so that your team can work smarter, not harder.

Drawing on our years of helping sales teams achieve scalable, sustainable growth, Winning by Design has put together one of the industry’s best sales training programs. Big names in the industry —Asana, Adobe, and Hewlett Packard, to name a few — take advantage of our consulting and training expertise for their sales teams. Through our industry-recognized Revenue Academy — which offers a wide range of courses taught by some of the best names in the business — we help everyone on your go-to-market team learn the skills they need to succeed. And when they conquer these skills, Winning by Design has virtual selling training to take them to the next level. So whether you’re looking for a sales and communication course to help newer members of your team get up to speed or a sales management certification to help your existing staffers move up the ladder, turn to Winning by Design.

Online Sales Training Programs

When you’re searching for the best online sales training programs, you want to look for what’s right for your team. Does the training reflect your own sales methodology? Is the information updated regularly to include recent innovations? In today’s world, more and more sales teams use the recurring revenue model. If the sales training program you’re considering doesn’t acknowledge that SaaS is one of the most important sales methodologies out there, your team won’t be getting the most up-to-date information. 

Winning by Design excels in virtual sales training. Since we were founded in 2012, we’ve worked with companies with widely distributed sales teams to master the principles of remote selling. They have been able to close more deals, shorten their sales cycle, and boost their overall revenue. We accomplish this by providing a common language for your entire revenue team. Our sales training courses make sure that every part of your team — whether its Marketing, Sales, or Customer Success — understands the process. 

Clark Louie, Head of Inbound Sales Development at Asana, said that his team was worried that working remotely would lead to a sense of disconnection. Winning by Design’s training program was able to show them how the right process could actually bring them closer together. “It elevated our sales team’s performance,” said Louie. “Our reps are able to close deals faster because of clear training and knowledge of where to go for case studies, deployment examples, and best practices.

Winning by Design offers a wide range of open courses designed for different parts of your team. For example, Selling for Impact is geared toward new hires and staffers who want to hone their sales skills. Selling Into Enterprise Accounts helps them transfer those skills to larger customers. And there are also strategic sales management courses that help your frontline managers learn how to be more effective leaders. Managing for Leadership focuses on how to apply key metrics, skills development, coaching cadences, and call scorecards to empower teams and drive sales.

Rich Fetter, Director of Customer Success at Talkwalker, said that our online sales management courses made a difference in his career. “The content that was covered was perfect for anyone who is a manager,” said Fetter. “Winning by Design offers a consistent approach to managing clients and managing a team effectively, especially in a remote environment.

 These sales courses are an ideal introduction to Revenue Architecture, which explains the principles of recurring revenue and how to apply them to your business. More than 1,000 people have already taken the Revenue Architecture course, which dives deep into how your business can apply the right go-to-market model. Because the demand for this course was so great, we’re now offering it in three different languages: English, French, and German.

In addition to these open courses, Winning by Design also offers private classes for small groups or entire departments, along with a sales coaching program to help your team incorporate what they have learned into their day-to-day work. We also have top-notch research, helpful blueprints, and detailed playbooks so that they can refresh their knowledge at any time. And we back everything up with our industry-recognized certification.

Sales Prospecting Training

When companies onboard new staffers, they often make them a part of the Sales Development or Business Development team. That means that the people who reach out to new prospects often have the least experience. This is despite the fact that statistics show that more than 40% of revenue teams say that sales prospecting is the most difficult part of the sales process. 

The best solution for most companies is offering sales prospecting training for their newer team members. But with so many prospecting courses out there, how can you tell which ones are a good fit for your organization? What questions should you ask about their sales training options? 

At Winning by Design, we have online sales training designed to bring these team members up to speed. They are intended to help Sales Development Reps learn how to generate new leads, qualify prospects, and build relationships with potential customers. Prospecting for Impact provides the right skills for those who are new to the team or those who need a refresher on their prospecting skills. Prospecting into Enterprise Accounts is perfect for those who are trying to navigate more complicated selling environments.

Martijn Iseger, Senior Business Analyst For M-Files Corporation, said that his company was looking for a way to unify its prospecting, sales, and renewal teams. “Winning by Design has a solid approach that suits our business,” said Iseger. “Now we have a unified approach across all regions, and our internal sales and marketing processes benefit from that.

Amanda You, a Sales Development Representative at LivePerson, said that she was looking for a sales training program to help improve her prospecting skills. Winning by Design offered her practical advice that she could use right away. “These sales techniques will enable me to engage with customers, handle objections, and win more potential customers,” she said. “I’ve gotten more meetings by utilizing these skills.

Sales Negotiation Training

When account reps negotiate with a customer, they often think that their only tool is a discount. But giving a customer even a small discount can put a dent in your bottom line. In a recurring revenue business model, a 10% discount means that after seven years, your company has brought in only half the revenue that it would have if you had sold it at full price.

But negotiating can be just as frustrating for your customers. They wonder if you are so willing to give them a discount now, why didn’t you offer them one in the first place? With negotiations like this, both sides feel like they’ve given up something that they valued.

At Winning by Design, our sales negotiation training advises you to think about things differently. Our approach is to teach you how to trade, not negotiate. Part of all our sales courses, advanced negotiation techniques show you the best way to have a win-win outcome.

 When it comes to sales negotiation training exercises, Winning by Design offers your team real-life experience. Our trainers come from the business world, so they have plenty of examples of successful sales negotiations to draw from. And they understand how to build relationships with customers with virtual selling.

“Learning how buyers have been trained in negotiation gives you an upper hand on trading instead of discounting,” said Channel Account Executive Claudia Adragna. “The class has already helped me be very clear about terms with prospects and, in turn, shorten my sales cycle.

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