The Endless Customers Coaching Program with IMPACT: What to Expect

When you partner with us for the Endless Customers Coaching Program, we want one thing from the beginning: zero mystery about what is going to happen.

No vague “strategy,” no black-box retainers, no smiling and nodding while nothing changes. You should know exactly how we’ll work together, who will be involved, and what needs to happen inside your organization for this to be successful.

This guide walks you through exactly what to expect when you work with IMPACT and our team to implement the Endless Customers System™ inside your organization: the stages, the coaching structure, the commitments required, and the options you’ll have as you grow.

We structure your journey in five stages:

1. Assess Needs & Goals
2. Build Your Plan
3. Align Your Team
4. Master Endless Customers
5. Maintain Your Success

Before getting into the five stages, let’s take a look at who the program is a good fit for.

Who This Program Is (and Is Not) For

We are not trying to be the right fit for everyone.

The Endless Customers Coaching Program is designed for companies that:

• Want to control their own customer acquisition instead of outsourcing their future.
• Are serious about building an in-house content and video capability.
• Are ready for sales, marketing, and leadership to align around one clear system.
• Are tired of long sales cycles, weak leads, and disjointed efforts that never quite add up.

It is not a fit if:

• You want a traditional agency to “handle it for you.”
• You are not willing to involve sales and leadership in the work.
• You are not ready to make this a top strategic priority.

If that already sounds uncomfortable, that is a useful signal. Endless Customers works best with teams that are ready to be honest, decisive, and accountable.

With that being said, let’s get into the five stages of working with IMPACT.

Stage 1: Assess Needs & Goals

Your journey starts with a conversation, rather than a sales pitch.

When you reach out, you will meet with an IMPACT Advisor for a 45 to 60 minute call focused entirely on your business. We will ask direct questions, starting with:

“What is going on in your business that made you want to book this call?”

From there, we work to understand:

• Where you are today and where you need to be.
• The specific problems holding you back.
• When those problems need to be solved.
• How committed your leadership is to actually solving them.

We’re thoughtful about who we take on, because we want every partnership to be set up for success from day one. 

When we meet with a company, we’re looking for alignment in goals, leadership commitment, and readiness to embrace change. If those things are in place, you can feel confident that the time you invest in the conversation will be worth it. 

Your call with IMPACT will be a real exploration of whether this system can create measurable growth for your team. And if we discover that it’s not the right time or fit, we’ll tell you that directly and point you toward resources that make sense for where you are now.

IMPACT’s purpose is to create heroes, grow businesses, and change lives.

We don't believe in taking your hard-earned money simply for our own gain. We refuse to take on an engagement if we are not confident we can help you create real, measurable change.

Outcome of Stage 1: a shared understanding of your situation and clarity on whether Endless Customers is the right path for your team.

Stage 2: Build Your Plan

If we agree the program aligns with your goals and priorities, we move into designing your plan.

Together, we build a roadmap tied to your team, your market, and your capacity.

Your Coaching Squad

When you work with IMPACT, you are supported by a dedicated coaching squad, not just one person.

We use a squad model for three key reasons:

1. Redundancy without disruption. You are never dependent on a single coach’s schedule or availability. Your executive coach, Endless Customers coach, and trainers stay in the loop on your goals, progress, and context. If someone is out or transitions, your momentum continues without starting over.
2. Consistency of philosophy. Every coach is trained in the Endless Customers System™ and our coaching methodology. That means you get aligned guidance rooted in the same principles of trust, transparency, and performance, no matter which member of your squad you are working with.
3. Depth of expertise. Different businesses need different types of help at different times. Your squad gives you access to a range of experience across leadership, sales, marketing, content, video, HubSpot, AI, and change management — so you always have the right expert in your corner.

Typically, your squad includes:

• Executive Coach: A senior strategist who has led teams, owned outcomes, and understands how to drive organizational change. They lead your Alignment Day, facilitate planning sessions, work closely with your leadership team, and make sure everything we do ties directly to real business results.
• Endless Customers Coach: Your day-to-day partner in implementation. They work closely with your sales, marketing, and leadership teams to run trainings, lead working sessions, review your content and video, hold the team accountable, and keep your Game Plan on track.
• Specialists and Trainers: When needed, we plug in experts in areas such as HubSpot, website strategy, and AI adoption. These team members support your squad so you get targeted, high-quality guidance without juggling multiple vendors.

Behind the scenes, your squad is constantly sharing notes, aligning on recommendations, and watching your progress. This collaborative model is how we protect the quality of your experience and ensure every client has a consistent, high-performing partnership with IMPACT.

When we match you with a coaching squad, we draw directly from everything we have learned about your company during the sales and discovery process.

We look at your culture, your leadership style, how your teams like to communicate, and what kind of coach your people are most likely to trust, respect, and respond to.

You need a coach who is willing to challenge you when it matters, but who your team still feels comfortable being honest with.

We also consider experience and capacity. We evaluate which coaches have the right background for your model, growth stage, and goals, and we carefully manage workloads so no one is overextended. 

If you have seen a specific IMPACT coach speak or follow their work, we take that preference seriously and will align you with them or a similar coaching style when it is the right fit. 

The goal is simple: you are paired with the squad best equipped to help your organization master the Endless Customers System™ and achieve real, measurable results.

Your Program and Agreement

If we agree the program aligns with your goals and priorities, we move into designing your plan.

Together, we shape a recommended plan that includes:

• Coaching cadence for leadership
• Training cadence for sales and marketing
• Expectations for content and video production
• Any additional needs, such as website improvements, CRM optimization, or tech changes

From there, we match your needs and pace with the right level of support.

Mastery is the level we recommend for most organizations. It includes ongoing leadership coaching, regular sales and marketing trainings, structured quarterly planning, and consistent content and video review. Mastery is built to help your team reach true Endless Customers mastery within 18–24 months while avoiding the guesswork, false starts, and wasted effort that come from trying to figure it out alone.

Mastery Accelerated is our most immersive option. It is designed for teams that want to move faster, have aggressive growth goals, or operate in more complex environments. With more frequent coaching, deeper involvement from our trainers, expanded strategic support, and a higher volume of reviews and working sessions, this plan is built to compress your timeline without sacrificing quality.

For some organizations with strong internal ownership and existing capabilities, a lighter Guidance option may be appropriate. In those cases, we are very clear about what is included, how it differs from Mastery, and what will still be your team’s responsibility.

Alongside your core coaching plan, many clients choose to invest in additional, separately scoped support when it aligns with their strategy. This can include:

• website strategy and redesign
• Learning Center builds
• self-service tools such as pricing calculators or selectors
• paid media services through trusted partners (Swell)

These projects are clearly defined so you always know what you are investing in and how it connects back to the Endless Customers System™.

All Endless Customers Coaching programs are month-to-month with a 30-day cancellation notice. We do not lock you into long-term contracts. We expect to earn your trust and continued partnership through clarity, progress, and results.

Outcome of Stage 2: a clear, transparent agreement; a right-sized coaching plan; and a dedicated squad aligned around your goals so you know exactly what you are getting and how we will work together.

Stage 3: Align Your Team

Before we change tactics or ask anyone to "do more marketing," we align the people who actually determine whether this will succeed.

This is the stage where Endless Customers stops being an interesting idea and becomes the way your organization operates. That requires clarity, buy-in, and honest conversation.

We bring leadership, sales, marketing, and often operations and service into the process so everyone understands:

• Why your buyers have changed, and what they now expect.
• What Endless Customers will ask of them in their day-to-day work.
• How success will be measured, supported, and communicated over time.

When your team sees the full picture and has a voice in how it is implemented, resistance goes down, ownership goes up, and the work moves faster.

Pre-Alignment Work & Audits

It's important to do some groundwork before we ever step into the room with your full team.

Before meeting with your company, your coaching squad conducts focused audits of your:

• Website, key pages, and existing content library (including any Learning Center or resources hub).
• Sales process and collateral, such as proposals, decks, email templates, and how your team currently uses content in the sales process.
• CRM and tech stack, to see how leads are captured, routed, tracked, and reported.
• Current marketing activity and performance: traffic, leads, pipeline sources, close rates, and where deals tend to stall.

From this work, we identify patterns: what is working, what is missing, and what might hold you back from implementing Endless Customers quickly.

We then run a Pre-Alignment Day meeting with your senior leadership team. In that session, we:

• Share our observations and confirm we have the story right.
• Align on your top priorities and success metrics for the next 12–24 months.
• Clarify expectations for leadership involvement, sales participation, and content and video production.
• Confirm who needs to be in the room for Alignment Day, what messages need to come from leadership, and how we will handle objections and concerns.

By the time we get to Alignment Day, your leaders are aligned, your IMPACT squad is fully briefed, and the session is tailored to your reality.

Alignment Day

Alignment Day is the official launch of the Endless Customers System™ inside your organization.

Unlike other "workshops" that end up being a hype session or a generic keynote, this is a working day designed to align your leadership, sales, marketing, and operations teams around one clear, shared path forward.

Whenever possible, we run Alignment Day in person at your office or a central location. We ask you to bring representation from every core team that touches the customer experience so no one is hearing about this change second-hand.

Your Executive Coach leads the day, supported by your coaching squad. Together, we:

• Set the context. We walk through how modern buyers actually make decisions today, why traditional sales and marketing are breaking down, and how Endless Customers addresses those gaps. Your team sees the data, stories, and examples that make the "why" impossible to ignore.
• Teach the framework. We break down the core pillars of Endless Customers in practical language, showing what this will look like inside your world: the content you will create, how sales will use it, how your website will change, and how technology will support it.
• Address real concerns. We invite questions and pushback about transparency, pricing, competitors, content workload, and being on camera. Objections are surfaced and handled in the room so they don’t quietly derail progress later.
• Define non-negotiables. Together, we outline what must be true for this to work: leadership participation, sales involvement, responsiveness, content and video ownership, and a culture that is willing to talk openly about what buyers care about.
• Connect it to their roles. Every team member should leave understanding, "Here’s what this means for me" — whether they are in sales, marketing, leadership, or operations.

Throughout the day, we use a mix of teaching, discussion, and working time. Your teams will map real buyer questions, identify trust gaps, and start to see where Endless Customers plugs directly into your current processes.

By the end of Alignment Day, your people are informed, expectations are clear, and the commitment is shared.

Planning Session & Game Plan

Alignment Day creates clarity. The Planning Session turns that clarity into a focused, executable plan.

Shortly after Alignment Day (either later that day or within the same week), your Executive Coach leads a dedicated Planning Session with your core leadership team and key owners.

In this working session, we:

• Define your first 90 days. From that vision, we reverse-engineer a realistic first 90-day Game Plan with three to five mission-critical priorities. These are not vague ideas; they are specific initiatives that move you toward mastery.
• Assign clear ownership. Every priority gets a directly responsible individual, supporting team members, and agreed expectations so there is no confusion about who is doing what.
• Set milestones and metrics. We establish how progress will be measured: deadlines, activities, and outcome metrics such as qualified opportunities, close rates, sales cycle improvements, and key content or video deliverables.
• Map dependencies and risks. Together, we identify what could slow you down (bandwidth constraints, hiring needs, tech gaps, or change-management challenges) and bake solutions into the plan.
• Complete your Benchmark Scorecard. Using the Endless Customers Scorecard, we document your starting point across content, website, sales, technology, and culture, so future progress is visible and objective.

The output of this session is your first 90-Day Game Plan: a simple, living document that connects your strategy to day-to-day execution. It becomes the agenda for your coaching sessions, the filter for new ideas, and the reference point for how you hold your team (and us) accountable.

Building the Right Team

Endless Customers becomes the way you communicate, sell, and build trust in your market. To truly see results, it requires clear ownership.

In almost every successful engagement, our clients anchor the work around two critical roles:

• Content Manager: This is the owner of your content education. They work with your sales team and subject matter experts to document real buyer questions, build out your Learning Center, create unbiased comparison and pricing content, manage your editorial calendar, and protect the quality, clarity, and consistency of your voice. They are not "just a blogger." They are responsible for helping your buyers get the truth faster.
• Videographer: This role is responsible for turning your expertise into video at scale. They plan, film, and edit your Selling 7 videos, product and service explainers, landing page videos, and 1:1 sales videos. They create your YouTube content and own the channel. They also coach your team in on-camera performance, making it easy for your sales team and subject matter experts to show, not just tell, how you solve problems.

These roles work best when:

• They are dedicated, not squeezed in around five other jobs.
• They have direct access to leadership and sales so they can get answers, not run in circles.
• They are treated as strategic partners, not order takers.

If you do not yet have these roles, we help you define the right profiles, write the job descriptions, interview candidates, and onboard them into the Endless Customers System™. If existing team members are not set up for success (or are simply the wrong fit) we will be candid about that as well. Our goal is to make sure you have the people who can actually own and sustain this work.

Outcome of Stage 3: company-wide alignment, a concrete 90-day Game Plan, a plan for who is doing the work, and your first measurable baseline that sets you up to master Endless Customers.

Stage 4: Master Endless Customers

Now we move from planning to practice.

This is where your team learns to run the Endless Customers System™ week in and week out. For most organizations, this phase lasts 18–24 months. During that time, our focus is simple: help you build a durable operating system for sales, marketing, and content that your team can sustain.

We do this through a deliberate rhythm of 90-day cycles, coaching, training, and hands-on support that turns new habits into your new normal.

Quarterly Planning and Working in 90-Day Cycles

Your Game Plan becomes the engine of your implementation.

Every quarter, we:

• Come back together for a quarterly planning session led by your IMPACT coach, where we review progress, celebrate wins, and reset priorities for the next 90 days.
• Revisit your Game Plan and honestly evaluate what was completed, what slipped, and why.
• Score your Endless Customers Scorecard so you can see progress across content, video, sales behaviors, website, technology, and culture.
• Review outcome metrics such as lead quality, sales cycle length, close rates, and pipeline health.
• Identify roadblocks and make clear decisions about what to start, stop, or adjust.
• Set the next 3–5 priorities for the upcoming 90 days, with owners, milestones, and expectations.

This cadence keeps your team focused on the work that matters most, rather than chasing every new idea. It also creates a transparent feedback loop: leadership sees progress, teams know what is expected, and your IMPACT squad can coach you based on real data instead of guesses.

Coaching & Training Cadence

Within each 90-day cycle, your coaching and training rhythm is humming right along.

While the specifics are tailored to your program level and team, most engagements include:

• Leadership Coaching (typically 1–2x per month): Focused on strategy, prioritization, role clarity, and accountability. We work with your executive and revenue leaders to remove obstacles, reinforce non-negotiables, and ensure decisions align with the Endless Customers System™.
• Sales Training & Working Sessions: Regular sessions with your sales team to implement trust-first selling, Assignment Selling, 1:1 video, and better use of content in the sales process. These are practical, scenario-based, and tied directly to your deals, not theory.
• Marketing & Content Training: Weekly or biweekly working sessions with your content manager, videographer, and marketing team to plan topics, sharpen strategy, review drafts, improve video scripts, and align campaigns with what sales is hearing from buyers.
• Ongoing Reviews & Office Hours: Time set aside for your team to bring content, videos, pages, emails, and enablement assets for feedback. We show you what "great" looks like, so your internal standards rise quarter after quarter.

In the early months, our involvement is intentionally hands-on. We are in the details with you, helping shape content direction, joining key meetings, and reinforcing expectations with your teams.

As your people gain confidence and competence, we deliberately step back. Your leaders lead, your sales team sells with the framework, and your marketing and video teams produce at a high level without needing us to touch every asset.

That is the goal of Stage 4: not dependency on IMPACT, but mastery inside your four walls.

Expanding Your Capabilities

As your system matures, there will be moments where you are ready to go further, faster.

Your core coaching program remains focused on building internal mastery. Around that, we offer clearly scoped add-on services that support the priorities in your Game Plan, such as:

• Website and Learning Center builds: Structuring or redesigning your site and resource library around the Endless Customers principles so buyers can quickly find the answers and proof they need.
• Self-service tools: Creating pricing calculators, selectors, or other interactive tools that help buyers qualify themselves and understand options before they ever talk to sales.
• HubSpot and CRM projects: Cleaning up your portals, building reporting that aligns with your Game Plan, and implementing automation that supports your sales and marketing teams instead of confusing them.
• Paid media support through trusted partners: When your organic trust engine is working, we can help you amplify the right content and offers with paid campaigns that align with your strategy.

Every add-on is optional, transparently priced, and designed to plug directly into your existing plan. We will never try to sell you a random project bolted on for the sake of activity.

Community and Endless Customers Live

You are not implementing Endless Customers in a vacuum.

As a coaching client, you are plugged into a broader ecosystem of support, learning, and real-world proof that reinforces the work you are doing with your squad.

IMPACT+ Community

Through IMPACT+, your team gets access to a private learning and community platform built specifically for organizations practicing Endless Customers and related trust-first frameworks.

Inside, your teams can:

• Watch on-demand courses and workshops that align with what we are coaching you on.
• Access templates, checklists, and examples they can adapt instead of starting from scratch.
• Join live sessions, Q&As, and community events that deepen their understanding.
• Learn from other companies on the same journey, seeing how peers solve similar challenges.

IMPACT+ gives your content managers, videographers, sales leaders, and marketers a place to sharpen their skills between coaching sessions and stay connected to the bigger picture of what "great" looks like.

Endless Customers Live

Endless Customers Live is our in-person event experience for leaders and teams who are serious about building a known, trusted, and recommended brand.

At the event, you and your team can:

• Hear from IMPACT coaches, subject matter experts, and client practitioners who are executing Endless Customers at a high level.
• Learn advanced strategies around AI, video, content, sales enablement, and leadership that build on what you are already doing in the program.
• See inspiring real case studies and outcomes from companies like yours.
• Spend focused time with your team to refine priorities, reconnect to the vision, and return home with fresh clarity and energy.

For many clients, Endless Customers Live and the IMPACT+ community provide the inspiration, accountability, and peer connection that keep the work from stalling once the initial excitement fades.

Outcome of Stage 4: an aligned, trained, confident team running a working system, supported by a proven coaching rhythm, a strong community, and an event experience that reinforces your commitment.

Stage 5: Maintain Your Success

You didn't invest all this time, energy, and leadership capital just to drift back to "the way we’ve always done it" a year later.

When you are consistently scoring at or above mastery levels on the Endless Customers Scorecard, your team is:

• Publishing and updating high-quality content and video on a regular cadence.
• Using content and video throughout the sales process.
• Running effective 90-day cycles that achieve set goals.
• Keeping your website and tech aligned with how your buyers research and decide.
• Leading with honesty, clarity, and responsiveness in every stage of the customer journey.

At this point, you have options for how you want to move forward. Part of our job is to help you choose the path that best preserves your momentum.

Whichever path you choose, there are two commitments we strongly recommend:

• Annual Alignment Day: Teams change, markets shift, and success can breed drift. One focused day each year to reset expectations, realign around your strategy, and reconnect your teams to the "why" can be the difference between compounding gains and quietly sliding backward.
• Ongoing Storytelling: As your success grows, we look for ways to spotlight your journey. That could be through speaking opportunities, case studies, podcast features, or awards. Not as vanity, but as reinforcement: for your team, your market, and the broader community that is learning from what you’ve built.

Option 1: Continue Coaching

Many organizations choose to continue with their coaching program long-term. As you grow into new markets, add locations, launch new offerings, or bring new leaders on board, your IMPACT squad helps you:

• Integrate Endless Customers into new teams and divisions.
• Maintain the quality and cadence of content and video.
• Navigate bigger strategic decisions without losing what made the system work.

This option is ideal if you see Endless Customers as a permanent operating system and want an experienced partner in your corner as you scale.

Option 2: Lighter Support

Some teams reach a point where the core habits are strong and the internal leaders are fully capable of running the system. In these cases, a lighter support model can make sense.

This might look like:

• Less frequent coaching calls focused on quarterly planning and leadership alignment.
• Targeted check-ins to review your Scorecard and Game Plans.
• Occasional strategy or enablement sessions when you hit an inflection point.

The goal here is to give you just enough outside perspective and accountability to stay sharp, without the level of involvement you needed early on.

Option 3: Community-Driven Support

Other organizations transition to relying primarily on community resources and events. They stay engaged through:

• IMPACT+ courses, tools, and peer conversations.
• Endless Customers Live and other in-person or virtual events.
• Ongoing access to ideas, examples, and updates that keep their teams current.

This is a good fit for teams that are confidently self-managing day-to-day execution but value staying plugged into a like-minded community.

Option 4: Independent Operation

A select group of companies fully "graduates" and runs Endless Customers independently.

In these cases, your leaders own:

• Quarterly planning and Scorecard reviews.
• Training and onboarding for new hires.
• Continuous improvement of content, video, and sales alignment.

Outcome of Stage 5: a durable system, a confident team, and a brand that knows how to sustain trust and growth long after the initial build. You'll have a support model that fits where you are and where you are going.

What Actually Determines Your Success

We are transparent about this: the Endless Customers framework works. The real variable is how your team chooses to show up.

After working with hundreds of organizations, we see clear patterns in the ones who win with Endless Customers, and the ones who stall out.

What Successful Teams Do Differently

Companies that thrive with Endless Customers tend to:

1. Lead from the top. The CEO or senior leadership team is visibly involved. They talk about Endless Customers as how we do business, not "a marketing initiative." They show up to key meetings, back the hard decisions, and protect the work when things get busy.
2. Act like one team. Sales, marketing, and leadership work from the same Game Plan. Sales is in the room, on the calls, and helping shape content. Marketing is plugged into real customer conversations. There is no "us vs. them."
3. Give ownership to the right people. They hire or dedicate a true Content Manager and a Videographer, give them access to subject matter experts, and remove obstacles so they can produce. These roles are strategic, not administrative.
4. Move with speed and courage. They publish helpful content and video quickly instead of waiting for perfect. They are willing to talk about cost, problems, comparisons, and tough questions because they understand buyers are already searching for those answers.
5. Follow the system. They use their Game Plan and Scorecard to guide decisions. They commit to the 18–24 month mastery window instead of chasing shortcuts or reinventing the strategy every quarter.
6. Embrace accountability. Leaders hold their teams (and themselves) accountable to commitments. When something slips, they address it openly and adjust.
7. Stay coachable. They invite honest feedback from their IMPACT squad, challenge assumptions in good faith, and are willing to change behaviors.

Where Teams Get Themselves in Trouble

On the other hand, companies struggle when they:

• Treat Endless Customers as "just marketing." Leadership delegates it down the org chart, and sales is never truly bought in. The work becomes optional, so it never reaches critical mass.
• Never assign true owners. Content and video are "everyone’s job," which quickly turns into no one’s job. The people responsible are overloaded or lack the authority to drive change.
• Avoid transparency. They refuse to address pricing, problems, comparisons, and real customer concerns openly. Buyers notice. So do search engines and AI systems.
• Slow everything down. Every article and video gets stuck in long approval cycles. Decisions are revisited constantly. Momentum dies, and the team concludes "this doesn’t work" before they’ve actually implemented it.
• Ignore the Game Plan. They show up to coaching calls without doing the work, skip planning, or constantly override agreed priorities. Without a stable rhythm, results stay inconsistent.
• Exit too early. They step away from coaching before building true internal mastery, often right before the compounding results would have shown up.
• Fall into the Pride Cycle. When success shows up, teams stop improving. They pat themselves on the back, assume the strategy is done, and revert to old habits. The system stops growing just when it should be scaling.

We will talk about these realities with you directly, even when it is uncomfortable. Part of our job is to help you see the patterns early and make the decisions that set your team up to be one of the success stories

Bringing It All Together

The Endless Customers Coaching Program is not a quick campaign or a one-time project. It is a structured, transparent partnership designed to help your team:

• Become the most known, trusted, and recommended brand in your market.
• Attract better-fit buyers who are already educated and ready to engage.
• Shorten sales cycles by answering the real questions upfront and equipping your sales team with the right content and video.
• Build an in-house system that continues to perform, even as tools, trends, and algorithms change.

If you decide to work with us, you are not buying a set of tactics or outsourcing your future. You are choosing to install an operating system for trust, growth, and alignment inside your company.

And you will know exactly what it takes at every step.

If that level of ownership is what you’re looking for, we would be honored to explore whether Endless Customers Coaching is the right fit for your team. And if it is, we will walk this journey with you with clear expectations, honest conversations, and a relentless focus on results that matter.