Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Want to make your business better? Bring in a coach [Interview]

Want to make your business better? Bring in a coach [Interview] Blog Feature

John Becker

Revenue and Features Editor, Co-host of Content Lab, 15+ Years of Writing and Teaching Experience

March 6th, 2020 min read

We all have blindspots and biases, and we bring these with us to any meeting room we enter.

For a business, barriers to communication become barriers to growth.

A business cannot align and grow without buy-in, communication, and shared vision.

Those all-too-common blindspots become hinderances to our ability to listen, see things objectively, and make the best decisions.

Increasingly, businesses are looking to coaches or consultants to help them with the messy work of efficiency and candor.

The right coach can help facilitate necessary conversations, build consensus, and be a catalyst for progress. 

So, how do you know how to find the right coach? IMPACT's Chief Learning Officer Chris Duprey shares his thoughts on the subject. 

The difference between a coach and a consultant

John: First off, do we need to differentiate between coaching and consultant?

Chris: I don't know that we need to differentiate, but I think that there are connotations that people have. Consultant is a word that gets overused. It’s a catch-all. Or it has a negative connotation. Sometimes when you hear "consultants," you think of the folks that come in to help a business lay people off. 

I like the word coach better, even if it's not as openly as acceptable in a business sense. 

But at the end of the day, what we're talking about with consultant or a coach is someone who brings another set of eyes to look at a problem. They're there to help whomever that they're working with to see those potential blind spots that they may have and to help them see the things that they're missing. 

To do the work that needs to be done, coaches need to have creativity and flexibility. Instead of in the box or outside of the box, there needs to be no box.

How a coach can make you better

John: How does a coach add value to a company that it can’t get from within?

Chris: I believe that they have the ability to ask questions that probably are never asked — and then to push further and further. 

If you get sales marketing and leadership all in the same room, they can have a meeting about a topic, but each of them is going to show up with their own biases.

And then, depending on how the conversation is managed, someone might get defensive and put their armor up, someone else will hear that defensiveness and then react. It just doesn't create this great environment. 

But when you throw in a coach or a consultant, they navigate that conversation for you by asking those tough questions, by unraveling or unpacking something.

When you ask somebody the question, most of the time their first answer isn't the true root problem or isn't the real answer. When you have this outsider come in that has absolutely no bias, they're able to get to the truth of what is.

Once they get to the truth, then they can start helping you figure out, “so here's where we want to go. What needs to be true to allow us to get there?”

John: Do they ever find themselves in the role of mediator? 

Chris: I don't know that I would use the word mediator, but I would definitely say that they are the facilitator of communication. They should be establishing the rules, they should be driving the conversation and really creating that safe space for the conversation to happen.

That is when a consultant or a coach is really excellent. When they can force a company to have a conversation some people don't want to have, like talking about a big problem.

But they can have it in a way where it's actually working towards the goal, not one department blaming another.

What effective coaching looks like in practice

John: So what does IMPACT's coaching look like in day-to-day practice? 

Chris: With respect to strategic consulting, we meet with our clients every two weeks, sitting down with sales, marketing, and leadership.

We're really looking at what's top of mind for them, helping figure out what's going on. Are they doing all the things that they committed to do to get them where they want to go? 

There are moments of teaching, and there are moments of conversation, but it's all about making sure that they're getting to the solution.

The coach isn't there to say “here's what you should do.” Their job is to help you realize that you already know what to do. They help pull it out of you.

In terms of meetings, every client is different. 

If you're a small business and the CEO is running sales and marketing, it might be a one on one conversation talking about growth and challenges. 

Sometimes clients might be larger, where you have a ton of people in the meetings.

And then, some of the consulting touches on how to train internal teams, or handling company culture.

So it's not just sales, it's not just marketing, it's not just leadership. There are times when we might say, hey, you should bring in the product team or the engineering team or the service team. They might play a big role too, and we want to make sure they understand everything.

John: What happens between the meetings?

Chris: A consulting call or a coaching call that ends without action items is a missed opportunity.

There's always going to be something to read or something to watch or something to hone in on. 

There's also correspondence in between those calls. 

John: Can you speak to the value of having a relationship with a consultant that's ongoing?

Chris: Think about professional golfers. They're all such phenomenal athletes, and yet they each have a swing coach they meet with weekly to refine their swing.

I don't know that there's ever a moment when a leader or anybody, really, is ever going to be at the point where they’re like, “you know what, I'm good. I have no blind spots, I have no biases.”

When a coaching relationship starts, there’s going to be low-hanging fruit — immediate improvements. Then, it gets into more fine-turing. And then, as the company grows and improves, the coach becomes more like a mentor, a confidant, a sounding board.

At that point, your coach has become your trusted advisor.

The beauty of a coach or a consultant is that they are a fresh set of eyes that isn't weighed down by an agenda of their own. Their agenda is your success. 

John: What does a client need to bring to this relationship for it to be as successful as possible?

Chris: The first thing, honestly, is that you know that you have more to learn. You have to show up with a growth mindset.

Secondly, you need to have the whole team bought-in. If all we're doing is talking to the marketing leader, they're going to get better but the organization isn't going to be moving that way.

Companies that truly succeed with digital sales and marketing understand that it is a multi-departmental effort to actually grow. 

John: So, do you need the CEO?

Chris: I think it depends on the size of the business. If you're a small company that truly doesn't have a sales leader, you've got a small marketing team, maybe one or two sales people, but the CEO still handles sales, then yes, they should be there.

For bigger companies, I think you definitely need to have somebody that sits on the leadership level.

Without someone in leadership, individual teams sometimes can’t see beyond their own silos.

Like with any initiative, any big program, any big cultural change, if the leaders of the organization aren't engaged and aware and willing to own it, it’s not going to be taken seriously.

IMPACT's Digital Sales & Marketing Mastery

John: What's the goal of IMPACT's Mastery program?

Chris: At the end of the day, the Mastery program allows us to set the conditions for  business leaders and team members to truly become the heroes in their organizations and have incredible growth potential. 

We put businesses on a trajectory so that they can achieve their goals. And at the end of the day, this kind of success can really impact the lives of all those folks at our clients' organizations. 

The program helps you truly do the things you need to to grow. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE