Is a They Ask You Answer Workshop (Now Called Alignment Day) Worth It?

Yes — if three conditions are true for you. The right Alignment Day is the single best way to launch the programme that used to be called They Ask You Answer, now known as Endless Customers. Here's what it is, what it costs (from £4,000 to $30,000+), and what it actually achieves.

A Quick Note On The Names

Two things have changed in the Marcus Sheridan world recently, and both matter.

First, They Ask You Answer is now called Endless Customers. Same methodology, evolved for the age of AI with the addition of the Four Pillars of a Known and Trusted Brand.

Second, what used to be called a "They Ask You Answer workshop" is now officially called an Alignment Day. Same event, same content, same outcomes — the new name better reflects what the day is really for: getting the whole business aligned around one strategy for customer acquisition.

Throughout this article I'll use "workshop" and "Alignment Day" interchangeably. They're the same thing.

👉 Impact's official explanation of the new branding: What is Endless Customers?

Quick Summary

• An Alignment Day is a 3-hour strategic session that launches the whole programme by getting your leadership and sales teams aligned in one room
• Afterwards, leadership meets separately with the facilitator for your first Quarterly Planning Session — where the 90-day roadmap gets built
• Pricing runs from £4,000 / $5,000 (Ambitions AI) to $30,000+ (Marcus Sheridan in person) — more on the full range below
• An Alignment Day on its own won't transform your business. But launching coaching without one is a serious mistake — it's the difference between a team who understands why they're doing this and a team who doesn't

Nick's Notes

If you only take three things from this article, take these.

1. Alignment Day isn't the programme. It's the ignition key for the programme
2. Everyone attends or nobody attends. Leadership AND sales — all of them, no exceptions
3. Alignment Day with no coaching afterwards is a 3-hour buzz that fades by Friday. Don't do one without the other

What Is an Alignment Day?

Quick Answer: A 3-hour strategic session bringing together your leadership team and your entire sales team to align on one clear customer acquisition strategy. It's the moment your whole business decides — together — to become the most trusted voice in your market.

It is not death by PowerPoint. It's interactive, fast-moving, and structured so every person in the room discovers their own version of the truth rather than being lectured at.

What Alignment Day covers

The 3-hour session works through five specific areas:

1. How today's buyers make decisions

Buyers today do their research before they ever reach out. They want to be informed, confident, and in control of the process. We walk your team through how the modern buying journey actually works, and how your company has to show up to meet them — on your website, in YouTube, and in Google and AI search results.

2. The Four Pillars of a Known and Trusted Brand

The four principles that drive brand trust in 2026:

• Say what others in your space aren't willing to say
• Show what others aren't willing to show (through video)
• Sell in a way others aren't willing to sell
• Be more human than others are willing to be

These four pillars become the foundation of your content, messaging, and sales strategy.

3. The Big 5 — the content that actually works

The five content types that drive the most traffic, leads, and revenue:

• Cost and price — buyers want to know what things cost and what "value" means
• Problems — the fears and worries that accompany any serious purchase
• Versus and comparisons — how people make informed decisions between options
• Reviews — the good, the bad, and who a product is NOT right for
• Best in class — which leads to trust

Video is woven through these content types, not treated as a separate track.

4. Assignment Selling and the sales team's role

This is where Alignment Day earns its keep with sales teams. Your team learns how to assign content as homework before calls, how to use it to teach, and how shortened sales cycles actually work when prospects arrive on calls already informed.

5. The leadership team's role

How leadership holds accountability, tracks progress using the Endless Customers Scorecard, and runs the quarterly planning sessions that keep the programme moving.

Immediately after Alignment Day: Your first Quarterly Planning Session

The 3-hour team session is followed by your first Quarterly Planning Session. This is where leadership and I build a written 90-day plan covering:

• Your first wave of Big 5 content
• Hiring or training a content manager
• Website structure improvements
• Assignment Selling rollout with sales
• Your Endless Customers Scorecard setup

You leave with a roadmap, not just a day of inspiration.

Who Needs to Be in the Room?

Quick Answer: Every member of your leadership team AND every member of your sales team. No exceptions. This isn't negotiable.

This is the question I get asked more than any other. "Can we just send a couple of senior sales reps?" "Do we really need HR and IT there?"

The answer is always the same. No exceptions.

Why "no exceptions" matters

If a salesperson misses Alignment Day, they miss the strategy. They don't understand why things are changing, why content is now part of the sales process, or why they're being asked to contribute. They often become the biggest source of resistance afterwards. One absent rep can drag the whole programme.

If a leadership team member misses it — particularly one who doesn't normally deal with marketing or sales directly — they may later become blockers. I've seen this happen with Heads of HR, Legal, and IT. When they don't understand the customer acquisition strategy, they can unintentionally challenge or delay key decisions — like publishing pricing openly online, or launching a self-service tool.

Who must attend

• CEO / Managing Director
• Head of Sales
• Head of Marketing
• Head of Operations
• Head of Finance
• Head of IT
• Head of Legal
• Head of HR
• Every sales rep, sales manager, and BDR

If someone has the authority to influence or approve what's being said on your website, what's being sold, or how content is created and distributed — they need to be in the room.

If you can't get them there, delay the day. It's that important.

Virtual or In Person?

Quick Answer: Both options work. Most Ambitions AI clients take the session virtually with their team on Zoom — same content, same outcomes, much lower friction. That said, in-person delivery typically generates higher energy and stronger engagement. When it's feasible, we recommend it.

If your whole team is already in one office, in-person is probably the better option. If you have remote or distributed teams (which most businesses now have), virtual works very well. I've delivered the session both ways many times.

A flexible option some clients choose: deliver the 3-hour team session in person, then run the first Quarterly Planning Session with leadership virtually a few days later. Splits nicely across two shorter days if that suits your calendars.

What Happens Before Alignment Day?

A focused Pre-Alignment Day Meeting with your main leader (or the small group driving the implementation). The purpose: making sure everything is in place for a successful day.

Together we:

• Review the agenda
• Confirm expectations for participation and roles
• Discuss how the team should prepare (pre-reads, materials, tools)
• Address remaining questions
• Verify logistics (tech setup, meeting link or room details)
• Flag anything that could affect the flow (timing, breaks, accessibility needs)

Most importantly, I make sure your leadership knows exactly how to frame the day for the team, so everyone arrives engaged and ready to work.

What Does Alignment Day Actually Achieve?

Quick Answer: Six specific outcomes, delivered in one day. Complete team buy-in. Sales and marketing working as one. A video-first mindset. A clear picture of how your website needs to change. A real 90-day plan. And a clear understanding of the tools required to make it work.

What Does Alignment Day Cost?

Quick Answer: Between £4,000 / $5,000 (Ambitions AI) and $30,000+ (Marcus Sheridan in person). Impact's team members charge $12,500 plus travel in person, or $10,000 virtually. Same content, same methodology, same outcomes at every tier.

Here's the honest range, from most affordable to top of market.

Ambitions AI: £4,000 / $5,000

That's what we charge for a full Alignment Day, whether delivered in person for UK clients or virtually for our US, European, and international clients.

How most of our clients actually take this. Typically I roll Alignment Day into the coaching programme rather than delivering it as a separate day on-site. We run it as an extended session with the whole team on Zoom — same content, same outcomes, same alignment — without the overhead of flying me to your office.

If you want it delivered on-site in the traditional format, we can absolutely do that — just ask.

Impact team member, virtual: $10,000

Marcus Sheridan's own agency, delivered remotely by one of his trained team members. Same methodology, same outcomes.

Impact team member, in person: $12,500 plus travel

Same as above but delivered on-site at your business.

Marcus Sheridan personally, in person: $30,000+

If budget allows and you want Marcus himself in the room — this is the top-of-market option. Unforgettable for your team. I've seen it happen and the energy is remarkable.

What's included (at every tier)

• A pre-alignment kick-off meeting with your leadership
• The 3-hour company-wide Alignment Day — training, content strategy, technology, and alignment across the Four Pillars
• Your first Quarterly Planning Session — where the 90-day plan is built

That's the same package whether you pay £4,000 or $30,000. What changes is who delivers it.

👉 Full details of all our services and pricing on the Ambitions AI pricing page .

The Honest Truth About What Alignment Day Can and Can't Do

This is the section most people selling workshops would rather skip. I'm writing it anyway.

What Alignment Day CAN do

• Kick off the programme powerfully
• Get complete team buy-in in a single afternoon
• Convert any sceptics in the business into believers
• Produce the 90-day plan leadership needs to move forward
• Deliver energy, clarity, and shared language across the whole team

What Alignment Day CANNOT do

• Replace ongoing coaching
• Transform your business on its own
• Guarantee success 6 months from now
• Substitute for real content creation every single week
• Work without leadership actively driving it afterwards

Alignment Day with no coaching afterwards is a 3-hour buzz that fades by Friday. Don't do one without the other.

When Alignment Day Won't Work

I've delivered this session to dozens of business teams across the UK. It never fails to deliver — provided three conditions are met.

1. Everyone is in the room

Missing the Head of Sales? Missing the founder? Missing Customer Service? Missing HR or IT? Alignment Day cannot do its job. It's designed to create alignment across the whole team. Key absences sabotage the whole exercise.

I'd rather you postpone than run the session with half the team.

2. Leadership is genuinely committed

If leadership shows up but isn't really bought in — if they're "trying this out" rather than "doing this" — the session lands, the 90-day plan gets written, and then nothing happens.

Committed leadership is the prerequisite.

3. There's a coaching programme to follow

Alignment Day without follow-through is a short dopamine hit. The research, the conversation, the energy — all of it goes stale within weeks unless there's a structure to turn it into sustained action.

A standalone Alignment Day, with nothing afterwards, is not what I recommend to anyone. If you're not ready to commit to the coaching that follows, wait until you are.

Nick's Insight:

As a facilitator, I'm very clear at the start of each Alignment Day about the conditions needed for it to have maximum impact. How I expect people to show up. How we want them to engage. What success looks like by the end of the session. The biggest problem I see with badly-run workshops isn't content — it's that the facilitator never sets the rules of engagement, and half the room spends half the day on their phones. Proper facilitation, from minute one, is what turns Alignment Day from a training session into a transformation.

FAQ

How long does Alignment Day last?

The company-wide session is approximately 3 hours. It's immediately followed by your first Quarterly Planning Session with leadership, where the 90-day roadmap gets built. Total investment: most of one day. Some clients prefer to split it — team session one day, planning session virtually a few days later — which works fine.

Who needs to attend?

Every member of the leadership team and every member of the sales team. No exceptions. That includes Heads of HR, IT, Legal, Finance, and Operations — even if they don't normally touch marketing or sales. Without them in the room, they often become blockers later.

Is Alignment Day the same as the coaching programme?

No. Alignment Day is the launch event. The coaching programme is what follows — weekly sessions over 12 to 18 months that turn the framework into a lived reality. You can read more about coaching in our is Endless Customers coaching worth it? article.

Can I do just Alignment Day, without coaching afterwards?

Technically yes. Honestly, I'd rather you didn't. Alignment Day without follow-through is a 3-hour buzz that fades by Friday. The value lies in launching a sustained programme, not in the event itself.

Why is there such a big price range?

Who delivers it. Marcus Sheridan personally is top-of-market at $30,000+. His team at Impact runs it at $10,000–$12,500. As a certified independent coach trained by Marcus, I charge £4,000 / $5,000. The content is identical. What differs is the name delivering it and the overhead of the business it's delivered from.

Do you travel to the USA or Europe?

Yes, but for the reasons covered above, most international clients prefer virtual delivery — same content, same outcome, without the flight costs. Happy to discuss whichever works for you.

Why is Impact calling it "Alignment Day" now instead of "workshop"?

The new name better reflects what the day is actually for: getting the whole business aligned around one strategy for customer acquisition. "Workshop" sounds like training. "Alignment Day" signals the real work — the point at which every decision-maker and every salesperson commits to the system together.

Book an Alignment Day

If you're ready to launch Endless Customers in your business properly, Alignment Day is the right place to start. A free Explore Call costs nothing and commits you to nothing — we'll talk about whether your business is ready, who needs to be in the room, and the right format for you.

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