Winning by Design
About
Winning by Design is a go-to-market consulting and training company whose approach is built for B2B, SaaS and recurring-revenue businesses. It describes itself as the team behind the SPICED, Bowtie and Revenue Architecture frameworks, which run through its consulting and training. Its growth services follow a Diagnose, Design and Deploy model, from go-to-market diagnostics to operating model design, playbooks and team enablement. Its Revenue Academy sells live online courses in prospecting, selling, account management, customer success, management and revenue leadership, and the company also runs sales kickoffs and workshops onsite or remotely. Its Growth Institute is an annual membership for revenue leaders that includes executive education, a peer community, events and research groups. The company says it serves roles including CROs, CEOs, CFOs, CMOs, RevOps and Enablement leaders, and that it has trained more than 25,000 go-to-market professionals.
Programs
- Prospecting for Impact: a live online course for SDRs, BDRs and marketers on value-driven prospecting by phone, email and voicemail
- Revenue Academy: role-based courses including Selling for Impact, Account Management for Growth, Customer Success for Impact and Managing for Impact
- Sales Kickoff Engagement: a skills diagnostic, keynote and workshops, manager coaching, tailored workbooks and 90-day measurement, onsite or remote
- AI for GTM: a hands-on course that teaches revenue teams to run discovery, research and proposals with AI, grounded in SPICED
- Growth Institute: an annual executive membership with executive education, a peer community, events and research groups
TopCloserR Perspective
What we’d expect selling here to look like
Winning by Design sells consulting engagements, team training and kickoffs to B2B and SaaS companies, with buyers such as CROs, CEOs, RevOps and enablement leaders, and it also sells individual courses and memberships to revenue leaders. Its pricing is scoped to goals and complexity, which implies a consultative sale that often starts with a diagnostic or a workshop and grows into a wider go-to-market program.
What it builds, by career stage
- Breaking in
- For SDRs, BDRs and those aiming for a first SDR role, the business implies prospecting into revenue leaders at B2B and SaaS companies, and its own Prospecting for Impact course shows the value-driven outreach style the company teaches.
- Building
- For account executives, account managers and those working toward those titles, it implies scoping kickoffs, training programs and consulting engagements with several stakeholders, then growing accounts from one workshop or course into a full diagnose, design and deploy program.
- Leading
- For sales managers, directors and heads of sales, it implies selling to peers who run revenue teams themselves, where credibility rests on knowing frameworks such as SPICED and the Bowtie and on showing measured results after training.
Where it can take you
The experience travels to sales training, enablement and revenue consulting roles at training firms, consultancies and sales technology companies. It also suits moves into in-house sales enablement or revenue operations roles at B2B and SaaS companies.
Questions worth asking
Considering a sales role at Winning by Design? Ask these in your interview.
- How do engagements usually start: with a diagnostic, a kickoff or a Revenue Academy course?
- How does the team that sells use SPICED in its own discovery calls?
- How are Growth Institute memberships and individual course sales handled alongside company-wide engagements?
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