Your Path to
Endless Customers^™ Starts Here

If you’re looking for a hands-off solution where someone else takes over your marketing, hiring an agency might be the better fit. Agencies can help you get something off the ground if you’re starting from zero and don’t want to build a team internally. While they’re often more expensive and results can vary, working with an agency is still better than doing nothing, especially if you’re not willing or able to participate in the strategy or content creation process. It’s important to go in with realistic expectations. Many businesses struggle with agencies over time due to lack of transparency, inconsistent results, or content that feels generic and disconnected from their brand.

The Endless Customers Coaching & Training Program is for companies that want to build real in-house capabilities. If your goal is to create content that reflects your team’s unique perspective, voice, and values, it needs to come from within. That’s what this program helps you do. But it is a time commitment. You’ll be building new habits, producing content regularly, and getting your team involved across departments. If you’re willing to invest the time, the payoff is a marketing and sales system you fully own, built by your people, for your business. If you’ve been burned by agencies before and know you’re done outsourcing your brand voice, this is the stronger, more sustainable path forward.

Yes, it’s possible to implement Endless Customers on your own. The book lays out the core principles, and many of the tools and frameworks are accessible through IMPACT+ and other resources. That said, doing it without coaching comes with its share of challenges. Without outside guidance, it’s easy to lose focus, skip important steps, or struggle with internal alignment. Many teams underestimate the time and consistency required to make real progress.

Coaching provides structure, accountability, and expert insight to help you avoid common mistakes and move faster. If your team is highly self-driven, has strong leadership buy-in, and has successfully implemented frameworks in the past, going it alone might work. But for most companies, coaching increases the chances of long-term success and helps build the right habits from the start.

To fully implement Endless Customers, you’ll need dedicated full-time staff focused on content and video. At minimum, this means a content manager and ideally a videographer. These roles are responsible for executing the strategy, working closely with sales, and driving the initiative forward.

Beyond that, leadership must make this a top priority. This means participating in coaching sessions (typically 1-2 times per month), reinforcing the strategy in company meetings, and ensuring accountability across departments. The sales team also plays a critical role and they need to actively participate in Revenue Team Meetings, contribute to content, and use that content in the sales process to close deals faster. They must also fully adopt the CRM and follow a disciplined sales process.

While this might sound like a significant time commitment, this is how most high-performing businesses operate. You want a team that’s constantly learning, improving, and executing with discipline. You want a sales team using the right tools, following the right process, and ensuring accurate data across the company. The time invested here pays off in increased efficiency, shorter sales cycles, and long-term growth.

General Time Breakdown:

• Quarterly Planning Sessions: ~3 hours per quarter
• Coaching Sessions (Leadership): 1 hour, 1-2 times per month
• Marketing Team Trainings: Generally 30-60 minutes per session, typically weekly or biweekly
• Sales Training: 30-60 minutes per session, typically once or twice a month, and participation in the content creation process
• Ongoing Learning: All team members are encouraged to watch courses in IMPACT+ between trainings

Yes, many of our clients come into this program with existing agency relationships, whether for paid ads, website updates, or other marketing initiatives. In those cases, we work alongside your agency partners to ensure alignment, efficiency, and maximum impact.

Rather than replacing your agencies, our role is to guide the overall strategy, making sure your investment is being used wisely and that efforts aren’t duplicated. Agencies typically focus on execution, while we focus on building your internal capabilities, ensuring that what they produce integrates seamlessly into your long-term marketing and sales system.

That said, as you grow your in-house marketing strength, some companies choose to bring more of their marketing in-house over time, while others continue leveraging outside vendors for specific needs. Either way, we’ll help you ensure that every dollar spent, whether on your agency or internal team, contributes to sustainable growth.

That’s okay, we can get started without them, but hiring at least a full-time Content Manager is one of the first priorities we’ll tackle together.

We’ve learned over time that companies who try to implement Endless Customers without someone in that seat struggle to gain traction. So while we don’t require the role to be filled on day one, we do require a clear plan to hire one early in the process. We’ll help you write the job description, screen candidates, and onboard the right person. Without this commitment, the program simply doesn’t work.

The goal of the program is to help your team implement all the core principles of Endless Customers and build a high-performing sales and marketing function inside your business. Progress is tracked using the Endless Customers Scorecard, with a target score of 80. Most companies reach this level of mastery within 24 months. At that point, your team is fully equipped to run the system on its own and keep momentum going.

Some companies choose to scale back to our base program, where we continue to facilitate Planning Sessions with lighter coaching and training support. Others stay in the full program, recognizing that maintaining mastery is just as challenging as achieving it. Platforms evolve, businesses change, and new team members come onboard.

We also recommend running a new Alignment Day each year to keep your team aligned and focused. Even companies no longer on a coaching plan often bring us back to lead these sessions. Many also stay actively engaged by attending IMPACT Live, where they continue learning, sharpening their approach, and connecting with other organizations on the same journey.

If your company is below $3 million in revenue and you’re committed to implementing Endless Customers, you’re not alone, but this coaching and training program may not be the best fit just yet. Most businesses at this stage don’t have the resources or team capacity to fully take advantage of everything included, like content production, video, and cross-department alignment. And as much as we’d love to work with every business that shares our passion for this approach, we’ve learned that long-term success comes from having the right foundation in place.

That said, there are still great ways to get started. Many smaller businesses begin with IMPACT+, our membership community that offers on-demand courses, live coaching calls, and peer support, giving you a more flexible and affordable way to learn at your own pace. We also have certified partners around the world who offer services at a lower price point. If our coaching program isn’t right for you right now, we’d be happy to introduce you to someone we trust who can help you move forward with Endless Customers in a way that fits your business today.

The cost depends on the level of support your team needs. Most companies choose from one of three coaching plans that range from $5,500 to $10,500 per month, depending on the intensity of the program. Add-on services like website development, self-service tool builds, and paid media management are also available and scoped separately based on your needs.

If you’re just starting to explore this program, we recommend first reading through the rest of these pages, especially How It Works, to get a full picture of what’s involved. Once you understand how the program is structured, head over to our pricing page for a detailed breakdown of costs, deliverables, and plan options.

We sure do. We work with companies across Canada, Europe, and Asia-Pacific, including Australia and New Zealand. Many of our international clients successfully implement Endless Customers with our coaching and training.

For businesses in regions where time zones, currency, or language barriers may make working directly with IMPACT challenging, we have certified partners around the world who have been trained in our methodologies. If we aren’t the best fit due to these factors, we’re happy to recommend a partner who can help.

The first step is to schedule an initial call to assess your company's needs and goals. We’ll discuss where your company is today, where you want to be, and what challenges you need to solve. We’ll also determine if now is the right time to implement Endless Customers and whether IMPACT is the right fit for your business.

If we both decide to move forward, we move to the next stage where we'll build your plan. This includes helping you understand the process, setting expectations for the first 90 days, and most importantly, meeting your coach. No one signs on unless there’s a strong alignment between your team and your IMPACT coach.

If everything makes sense and the partnership feels right, we finalize the agreement and get started. From there, we schedule Alignment Day, your first major milestone on the Path to Endless Customers.