Sales As A Science


This course targets senior SaaS revenue leaders and teaches how to build an organization that relies on systems and process to scale and succeed. Lessons from this course can be applied to Inbound, Outbound and customer Success Team Design.

Andy Farquharson

Andy Farquharson

SaaS Sales Architect Leader

Throughout my life I have worn many professional hats across the globe from semi-pro rugby player, laborer, entrepreneur, executive assistant, factory worker to a sales & marketing executive at a publicly listed company and now assisting companies with their growth strategy. One thing that has inspired me every day is a love for making lasting and genuine connections with people of all walks of life. In my early years in sales I was told that the key was to ‘close’ your prospect. It seemed dirty and disingenuous with many people encouraging shady tactics and tricks to get the customer to sign. There was nothing genuine or lasting about it.

Fast forward to today and the rise of the subscription economy has transformed the landscape for buyers and sellers. My approach to relationships and sales now aligns perfectly. Real value isn’t realised for the buyer or the seller company at the ‘close’. Genuine relationships need to be forged to ensure the long term success for the customer and their supplier.

I am excited to be partnering with Winning by Design who share the same values. Using the principles of honesty, integrity and trust they built their blueprints while working at the coal face, building 100+ sales organisations, which help companies create and implement a scientific framework for their reps to hang their personality art to create genuine connections at scale.

4 Week Program

This Academy Program involves a four week learning program in which you attend 1 High Impact Live Session of 2 hours each week. In between sessions there is homework with exercises and preparation for the next session. After completion of the 4 week learning program you will be invited for a certification Exam.

High Impact Sessions

Live, interactive, full contact sessions, designed to educate you on the best practice sales blueprints and participate in active role plays to ensure you can execute these plays with your customers and improve your sales.

Online Learning Journey

Sales Mastery doesn’t happen over night. So you can continue on your learning journey through our mobile, self-paced learning module which will help you continue to learn and practise the vital skills to Master the customer-centric Winning by Design methodology.


Although we love everything digital sometimes you need to have the hard copy to mark up and continue the learning experience. We will ship you these textbooks, which are loaded with value that goes well beyond the skills we cover on the course.

Four weeks, Four High Impact Sessions, 8 topics

Designing a SaaS Revenue Engine

Week 1

  • How to design a Growth Model

  • How to design a Data Model

Choosing a Go To Market Strategy

Week 2

  • How to define your Ideal Customer Profile

  • How to choose your go to market mode

Designing A Sales Playbook

Week 3

  • How to design a Prospecting process

  • How to design a Selling process

Designing Your Organization

Week 4

  • How to design a Compensation Plan

  • How to structure a sales Organization

How the Sales As A Science course works

Step 1: Register
We gladly welcome you to the program. Please use the Registration Form to subscribe to the program. We will share an invoice with you, please complete the payment before the start of the program. Then you are all set to go!
Step 2: Get your books
Next step is to order your books or let us send them, what is most convenient to you. This is all described in the Registration Form. The shipping of the books takes a few days. If the program starts without you having received the books, that is not a big problem; you can make up the reading in the following weeks. It is highly recommended though to have the books in advance.
Step 3: Prepare for the first High Impact Session
The first High Impact session is actually the actual start of the program. No preparation is needed. If your books are still underway to you, no problem. It is recommended if you received the books already to read them. The High Impact Session will be delivered via Zoom conference software, make sure you are in front of a computer with camera and use a headset. Your all set!
Step 4: Your 4 week Learning Journey starts!
Every week consists of:

  • Live High Impact Online Group Session, 2 hours via video conference (Zoom)
  • Homework and preparation for next week:
    • Exercises in Online Learning Journey
    • Real-life exercises
    • Study Textbook(s)
Step 5: Preparation for certification Exam
Go through the learning materials and make sure you are ready for the knowledge test.
Step 6: Certification Exam
This is a written test included in your Learning Journey. You have 1 hour to complete. If you pass the 75% score you are granted the Winning By Design certification!

Reserve your spot!

Sales As A Science

SaaS Sales Method

SaaS Sales Prospecting

SaaS Sales Growing

Contact Us

If you have any questions please do not hesitate to reach out!
+31 6 5231 7800

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