Jacco Van der Kooij

Jacco Van der Kooij, Founder of Winning by Design, boasts over 20 years of sales experience. In this conversation, he emphasizes the importance of understanding growth dynamics, particularly the shift from customer acquisition to retention in SaaS. He discusses how AI is transforming B2B sales, making it essential for sellers to adapt to new buyer expectations. Jacco also highlights the rising value of genuine sales skills and the need for creating memorable, customer-centric sales experiences as the landscape evolves.

Jacco van der Kooij, founder of Winning by Design, advises B2B SaaS companies on scaling sales. He discusses how AI is transforming go-to-market strategies and its potential for revenue generation. The importance of brand trust and the evolving skill sets needed for founders are emphasized. Jacco contrasts intuition with data-driven decisions, highlighting the critical balance necessary for effective lead generation. He also addresses the pitfalls of discounting in SaaS and advocates for innovative, human-centered engagement strategies for 2025.