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    Podcast: Adapting to the New Era of Selling With Jacco van der Kooij

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    In the latest episode of the Art and Science of Complex Sales podcast, Paul Fuller interviews Jacco Van Der Kooij, the founder and Managing Partner of Winning by Design. They delve into the various aspects of successful SaaS sales teams and businesses.


    Jacco highlights the common tendency of companies to excessively invest in tools as a way to make up for skill deficiencies. He stresses the significance of prioritizing skill training over superficial items such as branded merchandise. 


    To illustrate this point, he shares an anecdote about a company that decided against printing training materials for a course due to the high expenses involved, but ended up spending even more money on distributing $8 branded jackets at a conference. While acknowledging the value of tools, Jacco suggests that placing a greater emphasis on developing employee skills should be the primary focus.


    Key Highlights include:

    Episode 1 -

    • What makes an exceptional SaaS Sales Team - 03:15
    • Bridging the gap: sales and the buying process - 7:00
    • The pitfall of unskilled labor - 16:20
    • Breaking the bank: reconsidering excessive tool spending - 19:10

    Episode 2 -

    • Growth Strategies: Scalable, Sustainable, and Durable Approaches - 27:36
    • Beyond $10 Million: Navigating Recurring Revenue Milestones - 30:16
    • The 5-Year Cycle: Adapting to Evolving Sales Dynamics - 39:16
    • Resolving Sales Challenges - 44:30



    Discover the different types of growth and how they impact long-term success. Be sure to tune in to the two-part podcast episode of The Art & Science of Complex Sales Podcast

    Paul Fuller
    Published May 21, 2023
    By Paul Fuller

    Paul Fuller’s stated mission is to help others maximize their gifts by using his.
    Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. As a previous founder and owner of multiple successful growth organizations in these spaces, Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.

    He firmly believes sales is defined best in three categories:

    • Service - helping other get what they need

    • Leadership - guiding others toward their vision

    • Wayfinding - navigating the path to success together

    He is firmly committed to elevating the sales profession through coaching, leading, and empowering others through systems that enable strong performance.

    Currently Paul leads revenue growth at - the top sales effectiveness CRM in the world. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.

    Schedule a call with him here.

    Find out more about Paul Fuller on LinkedIn