About 2Win

A Skills Methodology for the Moments That Matter

We prepare entire revenue organizations to win the conversations their deals turn on.

2Win Storytelling2Win workshop in Dublin

Moments That Matter

Sales Comes Down to a Series of Moments.

A prospect picks up a cold call. A discovery call goes deep instead of staying shallow. A demo lands. A contract gets signed.

Each one is an inflection point: a chance to move the deal forward, or to lose it.

Teams plan for these moments and show up prepared. But things rarely go to plan. Someone arrives late. The tech breaks. An executive nobody expected sits in. When the moment comes, you have to be ready, because there's no reset button in sales.

That's the problem 2Win was built to solve.

What Makes Us Different

We Build Skills, Not Theories.

Most training hands people a binder of best practices and a certificate. Then they walk into the next deal and do exactly what they did before.

We didn't build a sales methodology. We built a skills methodology, one that works alongside whatever process you already run, and makes every customer conversation count for more.

We practice with your real opportunities.

Teams train on the deals actually in their pipeline.

We coach, we don't lecture.

Live feedback from 2Win Expert Coaches on the skills that separate winning from losing.

We build for the whole revenue org.

Discovery, demos, storytelling, executive conversations, customer success: one connected skill set across every customer-facing role.

The result is sharper discovery, more persuasive demos, stronger client stories, real influence with executives, and teams that win as a unit.

Credibility

Trained at Scale. Proven in the Numbers.

We've trained more than 100,000 sales and presales professionals worldwide, at companies including Microsoft, Salesforce, Google, SAP, and Workday. Teams we work with see an average 49% improvement in win rates and a 77% reduction in time to close.

100K+

Revenue Pros Trained

49%

Average Win Rate Improvement

77%

Reduction in Time to Close

Microsoft

Salesforce

Google

SAP

Workday

The approach traces back to Bob Riefstahl's Demonstrating to Win!, still the gold standard for demo and presentation skills. When you get the fundamentals right, they don't go out of date.

Meet Our Executive Team

Dan Conway

CEO | Author & Keynote Speaker

Dan leads 2Win with the perspective of someone who's run technology organizations like yours. He's relentless about one thing: that skill development shows up where it counts, in your win rate, your bookings, and your revenue.

Chad Wilson

COO & Head of gtm Transformation

Chad builds the high-performing teams behind every 2Win engagement. A servant-hearted, proactive leader, he keeps the entire operation pointed at one outcome: results clients can measure. When he's not doing that, he's outside with his family soaking up Colorado's 300 days of sunshine.

Ron Kendig

VP, Facilitation & Consulting

Ron leads our worldwide team of Facilitators and Expert Coaches. His high-energy approach helps participants lift the soft skills that let them stand out and engage in any room, any market, any environment.

John Coker

VP of gtm advisory

John's passion is coaching people toward goals they didn't think they could reach. A college and pro basketball career, then a software sales career, taught him the same lesson: great coaches and teammates make great players. That's the energy he brings to every client team.

Erin Connolly

Director of Marketing

Erin shapes how 2Win shows up in the market: brand, content, and demand. She pairs sharp messaging with a builder's instinct for the channels that actually move pipeline for our clients.

Founder

Bob Riefstahl

Founder & Author, Demonstrating to Win!

Bob founded 2Win on a simple idea: fix the bad practices (the "crimes") and master the fundamentals, and you separate yourself from the competition. His book Demonstrating to Win! is still the gold standard for demo and presentation skills.

FREE RESOURCE

Download the Methodology Guide

See the full 2Win methodology suite. All six programs, the frameworks behind them, and how they work together to close the execution gap.

Ready to Start

Ready to Close the Executive Gap?

Talk to a 2Win expert about your team's specific challenges. No pitch — just a conversation about where the gaps are and what's possible.

Get a Discovery Assessment