Winning by Design

WbD fans in Brazil, we have something for you... The key to unlocking high performance is engineering closed, verified loops. This explains why the high-performing companies capturing economic gains are the ones building solid foundations, like data organization, according to PwC. Continuous processes are what turn technology into business intelligence. That is the strategy Jacco van der Kooij has mastered, and he is bringing it to a live webinar on July 28 at 12:00 PM. Alongside 🎤 Renata Centurión, MBA, he will preview the topics from his upcoming keynote, “Unstoppable Growth,” happening at Impact Summit Brasil on September 2 at Cubo Itaú, SP. Key insights from the San Francisco Impact Summit are packed into this special session. Spots are limited. Secure yours now. Register here: https://lnkd.in/evkidVv8 #ImpactSummitBR #B2B #AI #GTM #RevenueArchitecture #MarketingAndSales #B2BSales

The reps winning with AI built a daily practice around it. Same approach. Every call. Every deal. Every renewal. That is what the GTM AI Certification Course teaches. On July 29, Chief Learning Officer Dan Smith and Impact Architect Patrick McGrann preview the course live: the daily brief, SPICED-based discovery, and a reusable Skill you build once and use across every function. Six days out! Register at the link in comments. #GTMStrategy #AIforGTM #SalesLeadership #RevenueEnablement #B2BSales #SalesEnablement #GTMLeaders

Upcoming event for Silicon Valley GTM leaders… The insight that changes your quarter is more likely to come from the peer across the table who redesigned their motion six months ago and can tell you what actually happened than an industry talk. From the RevOps leader or CRO who cracked the retention problem you're wrestling with right now. Those conversations compound. On August 18, Winning by Design and GTM Leader Society are hosting the Impact Summer Series in Burlingame, CA — a half-day, invite-only gathering for revenue and GTM leaders at recurring revenue businesses. Smaller room. Sharper topics. More time to go deep. You'll work through the growth questions that matter this quarter, alongside peers operating at the same stage and carrying the same numbers. Hosted by Jacco van der Kooij, Shari Johnston, and Anjai "AJ" Gandhi. It's invite-only. Request yours at the link in comments. #GTM #RevenueLeaders #RevOps #SalesLeadership #GrowthStrategy #B2BSales #GTMLeaders #RecurringRevenue

📢 Announcing our newest course... The AI license is the easy part. The system is what changes performance. Most revenue teams now have access to AI. A repeatable daily workflow is where most stop short. AI for GTM is a new course from Winning by Design for AEs, SDRs, CSMs, and Account Managers. Over four live sessions, learners build four working AI workflows against their real pipeline: a daily prioritization brief, an overnight account research report, a SPICED-structured discovery plan, and a proposal generator saved as a reusable Skill. Every output is structured, coachable, and CRM-ready. Every workflow keeps running after the course ends. Enrollment is open. The first cohort starts August 18. Link in comments. #GTM #SalesTraining #AIforSales #SalesEnablement #SPICED #RevenueGrowth #AIAdoption #RecurringRevenue

AI adoption does not spread on its own. Most teams have reps who figured it out. The rest are still guessing. That gap widens every quarter. A team-wide AI standard changes the math. On July 29, Chief Learning Officer Dan Smith and Impact Architect Patrick McGrann preview WbD's new GTM AI Certification Course. The session covers how teams build a shared AI practice across every function: daily briefs, SPICED-based discovery, and a reusable Skill built once and deployed across the whole team. For the leaders accountable for team-wide AI readiness, this is where the work starts. Register at the link in comments. #GTMStrategy #SalesEnablement #AIforSales #RevenueLeadership #B2BSales #SalesLeadership #GTMLeaders

Most revenue teams are optimizing in the wrong time frame. Short-term targets get hit. Long-term ARR erodes. The trade-off is invisible until it is not. Growth is not a series of quarterly wins. It is a designed system. Growth Governance is the discipline that holds the system together. It aligns near-term accountability with long-term compounding investment through three components: 1. The Growth Matrix surfaces constraints across acquisition, retention, and expansion by segment. It reveals where the system is losing momentum. 2. Growth Mapping shows how today's decisions compound or erode ARR over a three-year horizon. It makes trade-offs visible before they become costly. 3. Growth Planning shifts forecasting from binary to probabilistic. 10%, 50%, and 90% scenarios give every investment decision a designed probability of success. The result: a shift from reactive planning to revenue architecture built to reach the investment thesis. We published a new blueprint walking through the full framework. Link in comments. #GrowthGovernance #RevenueArchitecture #GTM #RecurringRevenue #RevenueLeadership #ARR #SaaS #B2BGrowth

The advantage in AI-enabled GTM isn't which tools you buy. It's how well the tools you already have connect. Over the last decade, GTM stacks were built one layer at a time. CRM. Marketing automation. Conversational intelligence. AI co-pilots. Each layer solved a specific problem. None were designed to operate as one connected system. The most advanced teams are solving that by threading AI through the stack as a coordination layer. Connectors and APIs turn separate tools into a working system. AI carries context between them, links workflows, and handles the handoffs that used to fall to people. Growth begins to compound. This is the same arc that played out in manufacturing in the 1980s, software development in the 2010s, and supply chain through the 2000s. Each time, winners combined people, process, and technology into adaptive systems built for continuous improvement. GTM is now in year one of that arc. Jacco van der Kooij just published an executive brief mapping the 5 strategic shifts defining how GTM evolves from here. It covers the move from funnel to Bowtie, from CRM-centered to data-centered architecture, and from linear acquisition to compounding growth loops. Tools are bought. Systems are designed. Only one creates a competitive advantage. Read the full brief. Link in comments. #RevenueArchitecture #GTM #B2BSaaS #AIStrategy #RevenueOperations #SalesLeadership #GrowthSystems #RecurringRevenue

We asked 149 GTM professionals one question: When you're behind on revenue, what's the first lever your leadership pulls? The results: 30% said add pipeline and increase acquisition spend. 24% said improve mid-funnel conversion. 20% said defend retention and reduce churn. 26% said diagnose the constraint before deciding. Nearly 3 in 4 leaders reach for a specific lever before identifying where the problem actually is. Adding pipeline to a leaky system does not fix the leak. It accelerates the loss. Every revenue model has a constraint. One stage where friction is highest and leverage is greatest. Acquisition, conversion, and retention are all valid interventions. But pulling the wrong lever at the wrong time compounds the gap. Diagnosis is not delay. It is the fastest path to the right intervention. The Bowtie model was built for exactly this moment. It gives revenue leaders a shared view of the full customer lifecycle — so when performance slips, you can see where, not just react. Revenue recovery is a design problem. The leaders who close the gap fastest are the ones who identify the constraint before committing resources. #RevenueArchitecture #GTMStrategy #RecurringRevenue #SalesLeadership #RevOps #RevenueOperations #B2BGrowth

AI compresses every feedback loop. Governing what it accelerates is the harder problem. Issue 03 of the Growth Journal takes that on. Nine contributors brought their thinking to this issue. Amanda Kahlow, CEO of 1mind, joined Shari Johnston to explain why AI doesn't fix your growth system. It scales whatever is already there. Jonathan Moss, EVP at Experity, makes the case that GTM ownership is a CEO decision. In most companies, the honest answer is still nobody owns it. Tae Hea Nahm, cofounder of Storm Ventures, maps the AI wave against every platform cycle before it. The arc is familiar. The velocity is not. Dan Kimball, GTM operating partner and former CMO, examines where AI is actually moving the needle in go-to-market. And where it is quietly failing. Hiten Shah, founder of KISSmetrics, Crazy Egg, and Nira, shares how he manages AI as a coworker. The workflow is almost always the constraint. Mark Roberge, cofounder of Stage 2 Capital and former CRO at HubSpot, lays out the science of scaling. How to measure product-market fit and go-to-market fit before committing to a growth motion Tim Busschops, cofounder of Revenai.io, explains why executive teams align on a target while operating from completely different assumptions about how to hit it. Radhika Tandon, CMO at Infinx, joined Lauren Shleifer Goldstein to examine how growth systems break. Quietly, through fragmented knowledge and disconnected teams. Meagen E., CMO veteran across MongoDB, Lacework, and Samsara, shares how the best executive teams turn the board into a strategic growth asset. Most teams manage the number. The system that produces it often goes ungoverned. Issue 03 is worth your time. Link in comments. #GrowthGovernance #RevenueArchitecture #GTM #B2BGrowth #RevenueOperations #SaaS #AIGrowth #RecurringRevenue

Alignment does not start with a framework. It starts with the customer. That was the throughline when Canva's Claydan Krivan-Mutu joined our Shari Johnston to walk through how a globally distributed go-to-market team got everyone speaking one language. His advice for anyone trying to align a sprawling org was simple: Think about the customer. Why do they buy? Why do they stay? Why do they leave? Why do you win? Understand the why behind the customer and build the framework around them. Once that clicked, SPICED and the Bowtie became the shared language – because the funnel does not stop at signing. The funnel is, in reality, more of a bowtie and a continuous loop. The result was not a process people tolerated. It was a common language people wanted. Because everyone already cared about the same thing. Clay said it best… "When everyone speaks the same language, the customer experiences only gets better." That is what alignment actually buys you. The full conversation with Clay is linked in the comments. #GoToMarket #RevenueArchitecture #SaaS #GTMStrategy #RevenueGrowth #SalesEnablement #CustomerSuccess #Bowtie #SPICED