CONFIDENTIAL
STRATEGIC OPTIONS FOR ELT

What If Customers Paid
When Our Methodology Works?

Three paths forward for Winning by Design in the age of AI and efficient growth

Prepared by Dan Smith, CLO | For Jacco van der Kooij & WbD ELT | March 2026
THE MARKET SHIFT
01

The World That Built Us
Is Changing

ZIRP is over. CROs are held to efficient growth. GTM teams are building systems, not hiring more salespeople. The budget for "fly in, train, leave" is shrinking.

What's Declining

3rd party training budgetsDown 8-12%/yr
Companies building internal enablementAccelerating
Tolerance for unmeasured training spendNear zero
Our current model without change (5-year)$8M → $4M

What's Emerging

AI agents in GTM workflows80% of enterprise apps by 2026
Demand for measured outcomes76% of buyers discussing
Consumption-based pricing in SaaS61% adoption
CROs asking "show me the system"The new buyer
"Most corporate work is fundamentally chaotic and process-poor. AI's advantage isn't brilliance — it's the ability to follow instructions reliably, at scale, continuously."
THE PROOF: 57,826 OPPORTUNITIES
02

Deeper Adoption = More Revenue

When customers use more of SPICED, they make more money. This isn't theory — it's production data from real deals.

+116%
GNMRR at full adoption
94%
Quota (vs 73% without)
55%
Win rate (vs 37%)
2x
Revenue at full adoption

The Adoption Curve: More SPICED = More Revenue

The inflection hits at Impact discovery — where revenue jumps 56% in a single step

Situation+11%
+ Pain+19% — 1x revenue
+ Impact+56% — 1.53x revenue
+ Critical Event+82%
+ Decision — Full SPICED+116% — 2x revenue
THE INSIGHT
03

Don't Charge for Training.
Charge When They Use It.

Make our content, models, and systems available on the platforms teams already use — Claude, ChatGPT, Gemini. Reward customers for building more on our IP. Revenue follows adoption.

Make Available

Revenue Architecture, SPICED,
Bowtie — on standard AI platforms

→

Customer Builds

AI coaches on real deals,
pipeline scoring, growth diagnostics

→

We Get Paid

Per interaction consumed.
More usage = more revenue for both.

"They come to us with a pipeline problem. What they really have is a growth problem. Now we can prove it — and price accordingly."
THREE PATHS FORWARD
04

Where We Are. Where We Could Go.

Option A is today. Options B and C are two doors into the same future — a growth operating system with two entry points.

OPTION A: STATUS QUO

Current Model

Training SOWs + consulting. No AI. No measurement. Declining market.

Today$8.0M
Year 5$4.0M
Margin trendCompressing
Recurring revenue0%
Outcome measurementNone

ZIRP over. Internal enablement rising. Training budgets declining 8-12%/yr. A slow wind-down nobody voted for.

OPTION B: FIX MY TEAM

Training + AI Coach

Current training enhanced with AI coach on real deals. SaaS pricing. Outcome data from live pipeline.

Year 5 (realistic)$8.5M
Margin73%
Recurring revenue56%
Outcome measurementYes — real deals
BuyerVP Sales / Enablement

Safe bet. Extends WbD's life. Creates recurring revenue. AI Coach on real deals generates the outcome data that feeds Option C.

OPTION C: FIX MY GROWTH ENGINE

Consumption-Based

Growth Guidance services + uncapped methodology consumption. Pay when it works. No cap.

Year 5 (realistic)$68.0M
Margin85%
Recurring revenue82%
Outcome measurementPer interaction
BuyerCRO / CFO

Category creation. Growth Guidance diagnoses. Consumption measures. Uncapped per-client revenue. 90% margin on consumption fees. New category: Growth Operating System.

THE REAL PLAY: B + C TOGETHER
05

Two Doors Into the Same Growth Operating System

B protects the base and generates outcome data. C builds the future. They feed each other.

B: The On-Ramp

Training + AI Coach on real deals. Generates outcome data. Proves methodology works at the team level. Mid-market entry. Creates the proof that sells C.

ENTRY: "Fix my team" → DATA: Outcome proof → GRADUATION: Option C

C: The Destination

Growth Guidance diagnoses the engine. Consumption measures whether the fix is working. Uncapped revenue scales with adoption depth. Enterprise entry or B graduation.

ENTRY: "Fix my growth engine" → DATA: Per-interaction → OUTCOME: Uncapped consumption

Combined Revenue (B + C)

Year 5 Comparison (Realistic)

A: Status Quo$4.0M
B: Training + AI Coach$8.5M
C: Consumption$68.0M
B + C Combined$76.5M
B+C blended margin83%
B+C recurring %79%

B clients graduate to C as they scale. C clients refer B prospects. Both generate outcome data. Both measure impact. One operating system, two entry points.

UNIT ECONOMICS
06

Why the Numbers Get Very Large

Uncapped consumption on standard platforms. Near-zero marginal cost per interaction. Software margins on an advisory foundation.

Per-Client Consumption Revenue (Uncapped)

500 reps at full adoption$630K/yr
1,000 reps$1.26M/yr
3,000 reps$3.78M/yr
5,000 reps$6.30M/yr

Math: reps × 140 interactions/mo × $0.75 avg × 12 months. No cap.

5-Year Client LTV

500-rep client$2.3M
1,000-rep client$4.7M
3,000-rep client$12.2M
5,000-rep client$19.6M

Margin Evolution

Year 1 (services-heavy)62%
Year 3 (consumption crossing over)77%
Year 5 (consumption-dominant)85%

Year 1 looks like consulting. Year 5 looks like software. Every $1 of services creates $4.70 of consumption revenue.

vs. Force Management

FM total revenue$22.4M
FM clients needed40-60
WbD clients to match FM12-15
One 5,000-rep client revenue$6.3M/yr

One large client at full adoption generates roughly what FM earns from their entire base annually.

COMPETITIVE DISPLACEMENT
07

Measured Outcomes vs.
Faith-Based Training

Their Model

Force Management, Sandler, Challenger, Korn Ferry

Pricing$150K-500K upfront
Proves it worked?No
Works in AI agents?No
Always-on?No — event-based
Revenue aligned with outcomes?No

Our Model

WbD Growth Operating System

PricingPay on consumption
Proves it worked?Per opportunity
Works in AI agents?Claude, ChatGPT, Gemini
Always-on?24/7
Revenue aligned with outcomes?Directly

MEDDIC clients keep their vocabulary. SPICED becomes the data layer underneath — the operating system that makes any methodology AI-ready and measurable.

THE CLOSED LOOP
08

Growth Guidance + Consumption:
A System That Never Ends

Growth Guidance diagnoses. Consumption measures. Data reveals the next constraint. Repeat. Services and consumption feed each other.

Diagnose

Growth Guidance finds
where the engine is broken

→

Activate

Methodology deployed on
standard AI platforms

→

Measure

Consumption data proves
whether the fix is working

→

Re-Diagnose

Data reveals next constraint
→ new Growth Guidance engagement

Why This Loop Generates Revenue

Growth Guidance is never "done." Consumption data guarantees a perpetual stream of new diagnostic needs. Each $120K Growth Guidance engagement unlocks the NEXT constraint — generating both services and consumption revenue. The loop closes. Revenue compounds.

Why Competitors Can't Replicate This

Gong measures activity, not methodology adoption. Force Management delivers training, not diagnostics. No one has the Growth Guidance diagnostic layer AND the methodology consumption layer AND the data to connect them. WbD has all three.

DECISIONS NEEDED
09

What We Need to Decide

A sequence of decisions, not one big bet.

1
Direction: Do we pursue B + C as a combined strategy with two entry points?
2
Enterprise pilot: Green-light the outcome-based proposal already in play?
3
Impact Summit: What do we demo? What's the narrative?
4
Resources: Nathan full-time, Patrick to AI Coach build, Steve evaluation, Growth Guidance scaling plan?

What This Protects

Option B keeps training revenue intact while adding AI Coach recurring revenue. Advisory SOWs continue. No disruption to current cash flow. The AI Coach on real deals generates the outcome data that makes Option C credible.

What This Creates

A new category: Growth Operating System. Consumption-based, agentic-ready, measurable. Customers rewarded for building on our IP. Software-like margins. Uncapped per-client revenue. A moat that deepens with every interaction scored.

10

Every competitor charges for training days.

What if we charged for
the revenue our customers make?

Nothing custom. All standardized. Skip to WhatsApp.