Overview
Winning by Design was founded in 2012 by Jacco van der Kooij with a clear bet. Legacy enterprise sales methodologies were designed for one-shot perpetual-license deals and didn't fit the SaaS subscription motion that was eating B2B. Twelve years later, that bet has aged well. Winning by Design is the most credible alternative to legacy enterprise methodologies for software companies operating between $5M and $200M ARR.
The firm operates remote-first with a global team. Programs are delivered as virtual cohorts, supported by an extensive self-paced library through Revenue Academy. The consulting practice handles bespoke revenue architecture work for companies redesigning their GTM motion.
Methodology
SPICED stands for Situation, Pain, Impact, Critical Event, and Decision. The framework is a SaaS-native cousin to MEDDIC and BANT, designed to fit the shorter cycles and Customer Success expansion motions of subscription B2B. The Bowtie Data Model extends the traditional sales funnel into a full lifecycle that includes onboarding, adoption, and expansion. Revenue Architecture is the consulting practice that maps a client's full GTM motion across Marketing, SDR, AE, and CS roles.
The methodology is published as much as it is sold. Books, frameworks, and infographics are widely circulated inside SaaS founder and CRO communities, which gives Winning by Design unusual brand reach for its size.
Signature Programs
- SaaS Sales Method - core methodology for SaaS sellers
- Revenue Academy - self-paced library across roles
- Selling with SPICED - qualification and discovery training
- Customer Success cohorts - CSM curriculum
- Revenue Architecture - consulting engagement for GTM redesign
Who Winning by Design is best for
Winning by Design is the strongest fit for SaaS and recurring-revenue B2B companies between $5M and $200M ARR. Buyers running full-stack GTM motions (Marketing through SDR through AE through CS) get the most value from the unified framework. The cohort format works particularly well for sales orgs that can commit team time over multiple weeks.
Winning by Design is less of a fit for non-SaaS sales motions like industrial or professional services, for organizations that need pure in-person workshops, or for buyers seeking a packaged seat license rather than a cohort engagement.
Strengths and weaknesses
What Winning by Design does well
- Native SaaS expertise. Frameworks built explicitly for recurring-revenue motions including expansion and CS.
- Most credible alternative to legacy enterprise methodologies for software companies under $200M ARR.
- Published intellectual property (books, frameworks, infographics) gives the brand unusual reach for its size.
- Strong CS curriculum, addressing the post-sale motion most peers ignore.
Where Winning by Design is weaker
- Less fit for non-SaaS sales like industrial, professional services, or capital equipment.
- Cohort format requires participant time commitment some sales orgs cannot make.
- Reported per-seat pricing for cohorts is higher than legacy seat-license alternatives.
Reviews
Winning by Design has a strong community footprint in SaaS founder and CRO circles. Verified as of 2026-05-24, the G2 profile is the largest single-source review aggregate in the entire 49-provider directory at 759 reviews and a 4.8 average.
"SPICED is the qualification framework SaaS deserves. We paired it with MEDDIC for the largest deals, but SPICED is what every AE actually uses on every call." VP Sales, Series B SaaS.
"The Bowtie Data Model changed how we think about CS handoffs. It made the post-sale motion as serious as the pre-sale motion." Head of CS, mid-market SaaS.
Reviews from our community
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Leave a review →Head-to-head comparisons
When the choice narrows to two finalists, the direct comparison is faster than two separate research dives.
Modern SaaS revenue architecture vs command-of-the-message enterprise selling. Two heavyweight providers for $5M+ ARR organizations.
The methodology comparison. SPICED is Winning by Design's framework. MEDDIC is the alternative qualification dialect many teams already use.
Notable Clients
Winning by Design published interviews and case studies have referenced Uber Eats (marketplace), DocuSign (electronic agreements), MURAL (visual collaboration), and OwnBackup (Salesforce data protection) among SaaS companies applying the GTM blueprint framework. The firm focuses specifically on recurring-revenue models.
Contact Winning by Design
Get in touch directly with Winning by Design. A discovery call is free and typically takes 20 to 30 minutes.
Frequently asked questions
What is the SPICED methodology?
SPICED stands for Situation, Pain, Impact, Critical Event, and Decision. It is Winning by Design's SaaS-native qualification framework, designed to fit the shorter cycles and Customer Success expansion motions of subscription B2B. Paired with the Bowtie Data Model, which extends the sales funnel through onboarding, adoption, and expansion, SPICED gives recurring-revenue teams a full lifecycle qualification and execution structure.
Who is Winning by Design best for?
Winning by Design is the strongest fit for SaaS and recurring-revenue B2B companies between 5 million and 200 million dollars ARR running full-stack GTM motions across Marketing, SDR, AE, and CS. Buyers who can commit team time to a multi-week cohort format get the most value. It is less of a fit for non-SaaS motions like industrial or professional services, for organizations needing pure in-person workshops, or for buyers seeking a packaged seat license.
How is Winning by Design training delivered?
Winning by Design delivers training as virtual cohorts, self-paced programs through Revenue Academy, and bespoke consulting engagements for GTM redesign under the Revenue Architecture practice. The firm is remote-first with a global team. There is no standard in-person workshop offering. Programs span sellers, CSMs, and revenue operations roles across the full customer lifecycle.
How much does Winning by Design cost?
Winning by Design sits in the mid to high pricing tier. The page notes that per-seat pricing for cohorts is higher than legacy seat-license alternatives. Revenue Academy self-paced access sits below the cohort price point. Revenue Architecture consulting engagements are scoped per project. Request a quote directly from Winning by Design for current figures based on team size and program scope.
How is Winning by Design rated by buyers?
Winning by Design holds a 4.8-star aggregate across 759 reviews on G2, verified May 2026, the largest single-source review aggregate in this directory. Buyers praise SPICED as a practical qualification framework that sellers use on every call, and the Bowtie Data Model for bringing CS handoffs to the same level of rigor as pre-sale selling. The most common criticism is that the cohort format requires a time commitment that some sales organizations cannot sustain.
Related Providers
If Winning by Design doesn't fit your situation, these providers occupy adjacent lanes.
Owns MEDDPICC. Often paired with SPICED by sophisticated SaaS buyers.
Command of the Message + MEDDICC for PE-backed B2B tech.
Concierge advisory for founders. AI implementation included.
See the full list: best Winning by Design alternatives, ranked →
Profile last reviewed July 2026. Request a correction.