Espresso Capital launches new partnership to help SaaS companies accelerate revenues

Toronto, ON — October 11, 2018 — Espresso Capital, Canada’s most active venture debt funder, announced that it is partnering with Winning by Design, industry experts in SaaS sales and customer success, to support Espresso’s portfolio companies in their growth journey.

Silicon Valley-based Winning By Design is a premier provider of strategy consulting and coaching programs for SaaS sales and other inside sales organizations. Trusted by over 220 organizations, from Adobe to Zenefits, Winning by Design is the creator of industry leading SaaS sales methodologies, including The SaaS Method and Sales as a Science.

“We think there is a better way than trial and error to build highly effective sales, marketing, and customer success teams,” said Alkarim Jivraj, CEO of Espresso Capital. “We’re excited to offer our clients access to Winning by Design’s collection of proven resources, including blueprints, coaches, trainers, and leaders that are among the best in the industry. Scaling a SaaS company presents myriad challenges, and this partnership represents one more way we can provide value-added support to our founders.”

Espresso’s portfolio companies will be able to stay up to date on best practices and evolving go-to-market models, as well as be able to implement more science-based approaches to driving revenue and scaling their organizations. This will be made possible through a comprehensive offering of one-on-one sales and customer success strategy sessions, small group workshops, monthly community events to share knowledge with other CEOs, and practical tips that are critical to scaling a SaaS organization’s revenue engine, all led by Winning by Design’s global team.

“This is our first partnership with a venture debt firm and an extremely innovative move for Espresso,” said Julie Persofsky, General Manager of Winning by Design’s newly-launched Toronto office. “We are looking forward to working with Espresso’s clients and helping them achieve their growth objectives.”

Jacco van der Kooij, the Founder of Winning by Design, recently led a workshop for over 200 attendees at Espresso’s “SaaS Masterclass” as part of Toronto’s “Elevate Tech” event in September. During the session, he shared insights to help SaaS leaders double their revenue numbers by simply increasing conversion rates by 10 percent across key moments that matter in the customer journey. By helping companies enhance their operational performance, this partnership will enable Espresso’s portfolio companies to scale more effectively and achieve greater financial success for their founders, employees, and investors.

About Espresso Capital

Since 2009, Espresso Capital has provided founder friendly financing over 240 early and growth stage technology companies. Operating in Canada and United States, the company offers lines of credit and term loans to enable entrepreneurs to grow their businesses without dilution, board seats, or personal guarantees. Espresso’s mission is to keep founders in control with fast, fair, and flexible capital. For more information, please visit

About Winning by Design 
Winning By Design is a premier provider of strategy consulting and coaching programs for SaaS sales and customer success organizations. Winning By Design is trusted by over two hundred twenty organizations, from Adobe to Zenefits. Winning By Design has offices in North America, Europe, Australia, China, and Brazil. Visit or read how to apply the science of learning to sales