In this thought-provoking inaugural episode of Revenue Renegades, Doug Camplejohn sits down with Jacco van der Kooij, founder of Winning by Design, to explore the future of sales and go-to-market strategies. Jacco shares how his company was born out of a desire to transform sales into a customer-centric discipline and discusses the pitfalls of the “growth at all costs” mentality that has plagued SaaS businesses. He introduces the “bow tie model” as an extension to the traditional sales funnel, emphasizing the importance of recurring revenue and customer impact. The conversation dives deep into AI’s transformative role in sales, from automating repetitive tasks to enhancing customer experiences, and its implications for sales roles and global competition. Jacco also reflects on creating better buying experiences, the evolution of sales jobs, and his personal philosophy on kindness and sustainability.
About the Guest
Jacco van der Kooij
Founder, Winning by Design
Jacco is an internationally renowned business leader and thought leader on revenue growth and strategy. He is the founder of Winning By Design and author of Revenue Architecture, Blueprints of a Sales SaaS Organization, and seven other best-selling books on driving growth for Software-as-a-Service (SaaS). He is a sales mentor across several venture capital firms such as Notion Capital, Reach Capital, Astella and Storm Ventures, where he helps accelerate the development of sales teams across their portfolios. Prior to founding Winning By Design, Jacco held senior executive roles at Qumu (acquired by Rimage), Kontiki, and Technicolor. He is proud to have helped marquee customers over the years, including Amazon, AT&T, Dish, and Disney. Jacco holds a BScEE in Electrical Engineering and an Executive MBA from the University of Leicester. Jacco’s insights have been featured in Harvard Business Review, and he is a frequent keynote speaker at conferences around the world including Dreamforce, SaaStock (Dublin), SaaS Growth (London) SalesHacker (virtual), and RD Summit (Brazil). Nice to know: Jacco is the youngest of eight, raised in a small farming village in the Netherlands. He competed in chess, boxing, sailing, and represented the Netherlands at two world championships in the triathlon.