What Is an Endless Customers Planning Session?

If you're like most growth-driven business leaders, you've likely been excited about a new business strategy or initiative, but felt the frustration of scattered teams throughout your organization not rallying together around the same mission.

To launch Endless Customers successfully, your entire organization, sales team, marketing team, leadership team, and anyone else who interacts with customers, needs to unify around a single customer acquisition strategy. Everyone must be on the same page and fully committed to moving in the same direction.

We call this an Alignment Day.

But Alignment Day is just the start. Once your team is unified and understands the WHY, the next step is the HOW. You need to translate that energy and focus into a concrete plan of action for your organization.

That’s where the Endless Customers Planning Session comes in.

As Gino Wickman, author of Traction and founder of EOS, puts it: “Research has found that humans can channel their energy on one goal for about 90 days before they start to lose focus.” 

That’s why EOS runs on quarterly rocks, and it’s why the Endless Customers System™ follows the same cadence.

The goal is to capture alignment, convert it into focused execution, and revisit priorities every 90 days before momentum fades and priorities shift.

In this article, we’ll break down what an Endless Customers Planning Session is, what happens during one, who should be there, how to prepare, how often they should happen, and what to expect after it’s over. 

What is an Endless Customers Planning Session?

Coming out of Alignment Day, your team will be fired up and ready to hit the ground running. But where do you begin? 

An Endless Customers Planning Session is a meeting that identifies your key efforts and gives your teams focus and direction. You can’t tackle everything at once. Just like your other strategic business planning, the key to this planning session is narrowing down your focus to the most impactful initiatives.

What happens during an Endless Customers Planning Session?

An Endless Customers Planning Session follows a structured agenda focused on clarity, accountability, and forward momentum.

The session is broken down into three key parts: past, present, and future:

1. Vision check-in

First, we align on your long-term goals. We dig into what success looks like to you in 18 to 24 months. This vision becomes the north star for every initiative that follows. It’s not about vague ambition, it’s about defining real, measurable transformation. 

What does your company look like when you’ve mastered the Endless Customers System™? That’s the question you need to be able to answer.

2. Reviewing the Scorecard

Next, we pull up the Endless Customers Scorecard. This gives a snapshot of where your business stands across the core components of the system.

Are you producing the right content? Using video effectively? Is your sales team aligned and enabled? The scorecard highlights your greatest areas of opportunity, and just as importantly, where you might be stuck. It benchmarks where you are today and provides visibility into what you need to focus on over the next quarter and the year ahead.

3. Setting Focus Areas

Together, your team will identify 3-5 top priorities, what we call Focus Areas, for the next 90 days, which should be documented in your Game Plan. 

These Focus Areas represent the most important work your team needs to accomplish to move the needle toward becoming the most known and trusted brand in your market. For each one, assign a clear owner, define the outcome, and the timeline for execution.

Yes, there’s a system, a scorecard, and a Game Plan. And at first glance, it might sound like a lot. But each piece plays a specific role in helping you move faster, stay focused, and create real momentum. Without them, most teams default to guesswork, scattered efforts, or stalled initiatives.

This structure ensures that instead of just talking about growth, you’re actually equipped to make it happen.

Who should be involved in an Endless Customers Planning Session?

This session works best when the right people are in the room. Here’s who needs to be there:

• Marketing leadership: To own the planning and content execution.
• Sales leadership: To bring in real buyer insights and feedback on how content supports sales.
• Content manager or strategist: To document, assign, and manage the editorial pipeline.
• CEO or business leader (especially early on): To ensure alignment with company goals and break down organizational silos.

With the right people in the room, your planning session drives clarity, commitment, and real progress by uniting everyone around a core mission for the next 90 days.

How do we prepare for an Endless Customers Planning Session?

An Endless Customers Planning Session follows a structured agenda focused on clarity, accountability, and forward momentum. You don’t need to have everything figured out. The goal isn’t perfection, it’s alignment.

Here’s how to walk in ready to make real progress:

• Clarify your business goals.
  What are you trying to grow, protect, or fix in the next quarter? Even a short list of “must-win battles” helps focus the conversation.
• Pinpoint common buyer questions or friction points.
  What slows down deals? What do prospects keep asking your team? Jot those down. They’re clues to your biggest opportunities.
• Gather what you’ve got.
  If you already have content, bring it. If not, no stress. A list of FAQs, sales objections, or examples of what you’re doing now is more than enough to start.
• (Optional) Look through the Scorecard.
  If you’ve had time to explore the Endless Customers Scorecard, great. Take a few minutes to note where you think your business stands, and more importantly, why. Be ready to talk through what’s holding you back or moving you forward.

How often should Planning Sessions take place?

Endless Customers Planning Sessions operate on 90-day intervals. This gives your team enough time to make meaningful progress on your initiatives without letting things drag on or lose urgency. A quarter is manageable, motivating, focused, and ideal for driving real momentum.

At the end of each 90-day period, your team will revisit their progress, celebrate wins, and refine the next set of Focus Areas for the following 90 days. 

What happens after a planning session takes place?

A planning session is just the start to your next 90 days of growth.

Here’s what happens next:

1. Build your Game Plan

With your Focus Areas defined, your team will create a Game Plan, a clear roadmap that outlines the action steps required, who from your team is accountable, and confirms the timeline for execution. This process ensures accountability, clarity, and alignment across your organization.

2. Execution & distribution 

Each owner is responsible for moving their Focus Area forward. Whether that involves creating new content (both written and video), launching Self-Service tools, or aligning your sales and marketing teams.

3. Performance monitoring

Throughout the quarter, track what content is influencing the pipeline, shortening the sales cycle, or generating leads. This feedback loop allows your team to double down on what’s working.

4. Regular coaching

If you’re working with an Endless Customers coach, you’ll have regular coaching sessions where you’ll go over your priorities outlined in your planning session to review progress and remove road blocks.

5. Preparation for the next session

As the quarter wraps up, document what was done, what results it drove, what needs to be improved next time and reassess where you currently stand on your Endless Customers Scorecard. This sets the stage for your next Planning Session.

Why is the Planning Session such a critical part of the Endless Customers System?

Endless Customers is built on one powerful idea: If you consistently create content that answers your buyers’ most pressing questions, you will build trust, shorten the sales cycle, and grow your business.

But none of that happens by accident. And too many companies dive into new business strategies without a plan.

The Endless Customers Planning Session is what gives your team clear direction on what the most important things are to focus on over the next 90 days to successfully execute Endless Customers.

Ready to take the first step toward becoming the most trusted voice in your market? Start by connecting with one of our certified coaches, we have led hundreds of planning sessions that unite teams and drive real change.