What Winning by Design does

Winning by Design is a B2B SaaS revenue consulting, training, and methodology company founded in 2012 by Jacco van der Kooij and headquartered in Mountain View, California, operating as a fully remote company across 10 countries. The company creates and licenses proprietary GTM frameworks — SPICED (a customer-centric sales qualification methodology), the Bowtie Model (a customer journey and data model for recurring revenue), and Revenue Architecture (an executive-level growth system design framework) — that have been adopted across 600+ organizations including 1 in 8 public SaaS companies, with 4,000+ executives certified and 25,000+ professionals trained.

The product portfolio is built around three pillars: Growth Services (Diagnose, Design, Deploy consulting engagements ranging from diagnostics to full GTM transformations exceeding $500K), Revenue Academy (individual courses at $500-$2,500 and team certifications at $25,000+ delivered through the Docebosaas LMS), and the Growth Institute (a $2,500/year executive membership launched October 2025). Supporting products include the Bowtie Benchmarking Tool (built with BenchSights, covering 300+ companies), the Revenue Architecture AI chatbot 'Jack', the quarterly Growth Journal, and specialized workshops. The company also operates a Certified Partner Program embedding SPICED into third-party sales tech platforms and a flagship partnership with Pavilion for distribution.

Revenue streams are diversified across professional services (consulting and training), recurring subscription (Growth Institute membership at $2,500/year), outcome-based pricing (Pay-per-Impact, launched 2026), and ancillary revenue (books and merchandise). Go-to-market combines enterprise field sales for consulting, inside sales for courses and memberships, product-led growth through the free SPICED micro-course, community-led growth through the Growth Institute, and event-driven demand generation through Impact Summit, Impact Roadshow, and Impact Summer Series events. Notable customers include Apple, Google, Adobe, Salesforce, DocuSign, Canva, Twilio, Zendesk, UiPath, monday.com, Confluent, Procore, Asana, Brex, Plaid, Dropbox, Intercom, and Outreach.

Name

Winning by Design

Legal name

Winning By Design, LLC

Website

https://winningbydesign.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Winning by Design is a B2B SaaS revenue consulting, training, and methodology company that licenses proprietary GTM frameworks (SPICED, Bowtie, Revenue Architecture) to scaling SaaS companies through Diagnose/Design/Deploy consulting, Revenue Academy courses, and the Growth Institute executive membership.

Ownership category

akta.pro rank

Product category

Sales Training and GTM Consulting

NAICS

Other Computer Related Services (541519), Software Publishers (5132)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Go-to-Market (GTM) Strategy & Planning (MPAAAFAA)

akta.pro secondary industries

Customer Success (Adoption, Retention & Expansion) (EDABABAG), Account Management & Key Account Growth (EDABABAF), Pricing, Revenue & Commercial Analytics (BPAHALAM)

Keywords

• GTM consulting services
• Sales training programs
• Revenue architecture advisory
• B2B SaaS enablement
• Go-to-market strategy

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Growth Services (Consulting & Advisory): Hands-on consulting engagements covering Diagnose (GTM diagnostic), Design (revenue system architecture), and Deploy (enablement and execution support) services. Engagements are scoped based on customer growth goals, GTM complexity, and team size. Full GTM transformations can exceed $500K+. The company also offers an Impact Assurance Retainer for ongoing strategic guidance.
2. Revenue Academy (Training Courses): Individual and team certification courses across sales, customer success, prospecting, account management, and revenue leadership. Courses range from $500 per individual to $25,000+ for team certifications. Pricing reflects scope and team size.
3. Growth Institute Membership: Annual subscription membership at $2,500/year providing access to executive learning (Revenue Architecture, Growth Architecture certifications), the quarterly Growth Journal, flagship event access, and peer community. First 200 members recognized as Founding Members.
4. Events & Workshops: Revenue from event sponsorships, workshop facilitator-led sessions, and paid event registrations including Impact Summit Brasil and regional Impact Summer Series roundtables.
5. Pay-per-Impact Pricing: Outcome-based pricing option where Winning by Design ties its pricing to measurable customer results, aligning the company's compensation with customer GTM outcomes.
6. Books & Merchandise: Revenue from the Revenue Architecture textbook by Jacco van der Kooij (available on Amazon) and the WbD merch store.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels11 records

Core offering

Winning by Design provides a unified GTM operating system for B2B SaaS and recurring-revenue companies built around two proprietary frameworks — SPICED (sales qualification) and the Bowtie Model (customer journey and data model). Its offering spans three service lines: Growth Services consulting engagements (Diagnose, Design, Deploy), Revenue Academy certification courses, and the Growth Institute executive membership program.

Product overview

Winning by Design offers a unified platform of GTM consulting, training, and software products built around its core proprietary frameworks: the SPICED sales methodology and the Bowtie customer journey/data model. The portfolio includes Revenue Academy (practical training courses with certifications), the Growth Institute (annual executive membership with advanced learning), and Growth Services (Diagnose, Design, and Deploy consulting). Supporting products include the Bowtie Benchmarking Tool (built with BenchSights), the Revenue Architecture AI chatbot (Jack), the Growth Journal (quarterly research publication), and specialized workshops. Additional offerings include Customer Success Operating Model, JOLT Effect Training, PE/VC Solutions, and Pay-per-Impact outcome-based pricing. The company also provides open-source frameworks and research publications including the Foundational Research Series.

Differentiator

Problem solved

Functional benefit

Products and services

• Revenue Academy Practical, science-based certification training courses that upskill GTM teams across sales, prospecting, customer success, and revenue leadership, with both individual contributor and executive-level programs delivered via the Docebosaas LMS.
• Growth Services — Diagnose

Quantifiable outcome

• Cuebiq: 50% decrease in length of sales cycle
• +8 more outcomes

Named customers31 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability3 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• BenchSightscoreTechnology or IntegrationStrategic partnership with BenchSights LLC to build and power the Bowtie Benchmarking Tool — a real-time SaaS benchmarking application enabling revenue leaders to assess and rank their sales performance metrics against anonymized peer data. Dataset has grown to 300+ companies. The tool includes new UI/UX, expanded ARR and ARR growth filters, discounting benchmarks, and investor dashboards for VC/PE/Private Equity collaboration with portfolio companies.
• DCM Insights (The JOLT Effect)coreStrategic or Co-development PartnerJoint partnership with DCM Insights, the researchers behind 'The JOLT Effect,' to integrate JOLT's research-based techniques on overcoming customer indecision with WbD's Recurring Revenue Operating Model. New live interactive training program launched for mid-market and enterprise SaaS sales teams. Packages include keynotes plus interactive workshops facilitated by WbD certified trainers, available for the 2023 Sales Kick Off season.
• PavilionflagshipGTM or Marketing PartnerPartnership with Pavilion (essential community-powered learning platform) makes WbD's Revenue Architecture for Revenue Leaders course available to Pavilion Executive members at no cost. Pavilion members also get seamless access to the entire Revenue Academy catalog. Partnership includes event collaboration, content creation, promotional offerings, exclusive access to new materials and courses, and thought leadership. Announced at Pavilion's CMO Summit in San Francisco in March 2023.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Force Management: Sales methodology and GTM consulting firm known for the Force Management Framework and Command of the Message. Direct competitor to WbD's SPICED and Revenue Architecture offerings, serving enterprise B2B sellers with similar Diagnose → Design → Deploy-style engagements.
• Richardson Sales Performance: Sales training and performance consultancy serving global enterprises with customized sales curricula. Comparable to WbD's Revenue Academy and workshop offerings in target customer (large B2B sellers) and methodology-driven approach.
• RAIN Group: Sales training and consulting firm delivering methodology-driven programs (e.g., Value-Based Selling, Consultative Selling) to B2B sales organizations. Directly comparable to WbD in offering professional sales training and advisory services to mid-market and enterprise sales teams.
• ValueSelling Associates: Sales methodology company that originated the ValueSelling Framework, a customer-centric qualification and engagement process. Closely analogous to WbD's SPICED methodology in positioning, customer base, and channel of certified partners/facilitators.
• Challenger Inc. Sales training company built around the Challenger Sale methodology, delivering enterprise sales training programs. Highly comparable to WbD's methodology-led training and certification motion, targeting similar enterprise B2B customers.
• The Brooks Group: Sales training and performance improvement firm specializing in consultative selling, negotiation, and sales management programs. Comparable to WbD's Revenue Academy curriculum and Impact Toolkit-driven workshops for B2B sales organizations.
• Imparta: Sales and account management training firm with a proprietary methodology (Competitive Selling Skills, Strategic Account Management) and AI-driven reinforcement tooling. Comparable to WbD in offering methodology + training + digital reinforcement to enterprise B2B sales teams.

Emerging players

• Sales Assembly: Membership-based learning and community platform for B2B sales leaders, offering training, benchmarking, and peer programming. Comparable to WbD's Growth Institute in audience (sales/RevOps executives) and recurring membership model, though lighter on proprietary methodology IP.
• Pavilion: Community-powered learning platform for GTM, marketing, and revenue executives with a membership model and partner course catalog. Direct comparable to WbD's Growth Institute (and also a WbD partner) — serves the same executive buyer with curated learning and peer community.
• Bridge Group: B2B SaaS sales consulting and benchmarking firm specializing in inside sales, SDR/BDR optimization, and SaaS GTM benchmarking. Comparable to WbD's Bowtie Benchmarking Tool and Diagnose offerings, particularly for B2B SaaS recurring-revenue customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/winningbydesign
• LinkedInlinkedin.com/company/winningbydesign

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Winning by Design