Founder of Winning by Design and the author of the Bowtie model, SPICED, and Revenue Architecture
Why they're worth your time
He is the person to read when your problem is the shape of the whole revenue machine rather than a single call: how stages are defined, where conversion actually leaks, and why a renewal is a design outcome and not a customer success afterthought. SPICED is a more usable discovery framework than most because each letter maps to a question you can ask out loud.
Background
Jacco van der Kooij founded Winning by Design in 2012 after senior roles at Qumu, Kontiki, and Technicolor, and has trained recurring revenue teams worldwide since. He created the Bowtie model, which extends the funnel past the closed deal into onboarding, retention, and expansion, and SPICED, a discovery and qualification frame built around situation, pain, impact, critical event, and decision. He has written Revenue Architecture, Blueprints for a SaaS Sales Organization, and several other books, and publishes long teaching posts and keynotes on designing revenue as a system.
