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In-House Marketing Mastery

Take back control by investing in sales and marketing training that empowers your team and radically grows your business.

Become THE trusted voice in your space

By shifting your focus to educating customers, you build trust with your audience, weeding out bad-fit prospects and ensuring a smoother buying process.

Align your leadership team

By uniting your business around a shared vision and principle, your sales and marketing teams reach their potential and work as one unit.

Convert more sales with better qualified leads

With true buyer-focused content, your marketing team will finally generates more sales as you attract more qualified traffic and leads.


An agency doesn’t own your marketing function – You do.

The biggest secret that marketing agencies don’t want to admit is they’re dependant on your reliance of them. That’s holding you back, and means you’re stuck with:

  • Ineffective content, no clear strategy, unreliable website.
  • Repetitive content creation without direction.
  • Lack of agency accountability, costing you a heavy investment.
  • Underperforming MarTech stack lacking buyer behaviour insights.
  • Ambiguous and disconnected tracking of return on investment.

They Ask, You Answer:
In-House Marketing Mastery

I empower your sales and marketing teams with the transformative framework, "They Ask, You Answer," allowing you to master your marketing in-house. Here are some important principles.

  • Question-based education that builds trust and expertise by answering buyers' questions openly and honestly.
  • Full company alignment, with your sales and marketing teams united towards a common goal.
  • An empowered sales team using quality content to accelerate the sales cycle.
  • Your in-house team delivers expected results without relying on outside agencies or contractors.
  • Accountability through ongoing training and continuous improvement.

Hear from Marcus Sheridan, Author of They Ask, You Answer


An all-inclusive in-house marketing mastery program

Whilst it is possible to implement They Ask, You Answer yourself, many have found it helpful to go through a Certified Coach-led Mastery Program. This ensures you do the right work in the right order, and will involve:
Tom Wardman delivering a 90-day planning session

90-day planning session to align and set goals

We will start with an annual planning session, to take a deep dive into your company’s health and goals. This will allow us to agree the priorities for the first 90 days.

From there, together we will hold planning sessions every 90 days to review the last quarter and develop your next quarterly plan.

Executive coaching for you and your team

Following each 90-day planning session, your executive coaching sessions will focus on detailed strategic work and principles of They Ask, You Answer.

This will also be an opportunity to review progress on quarterly priorities and learning objectives, and address any impediments or decisions your company has made. 

Tom Wardman, delivering an executive coaching session
Tom Wardman, delivering specialist training

Specialist training for content, video and CRM experts

In addition to your executive coaching sessions, there will be individual training sessions for your Content Manager on a weekly basis. Training for video and HubSpot experts are also be available, depending on your package level.

In these sessions, we will review task completions and progress as well as assign further learning materials and lessons to deepen skills.

Digital scorecard to track progress

Before the annual and each 90-day planning session, you will complete your digital scorecard in IMPACT+ to review your progress against the 10 key principles of They Ask, You Answer.

This will help gauge how far away you are from graduation and your mastery journey.

The digital scorecard in IMPACT+

"Tom's TAYA workshop was interesting and informative, and gave us a great understanding of the importance of adopting a customer-centric approach to our content marketing strategy."

Rae Hill, Director at Wemico
Rae Hill

Director, Wemico.

Investment required for They Ask, You Answer Mastery

On average, businesses take 18 months to complete this training. It is possible to achieve In-House Marketing Mastery in less time, which is subject to the work you put in and your scorecard results.


£3,250 per month
(£58,500 over 18 months)

  • Bi-weekly executive coaching sessions
  • Weekly Content Manager training sessions
  • Monthly sales leadership coaching sessions
  • Weekly additional training sessions (Video, HubSpot)
  • Bi-weekly sales team coaching and call reviews
  • Sales process development and optimisation


£4,750 per month
(£85,500 over 18 months)

  • Bi-weekly executive coaching sessions
  • Weekly Content Manager training sessions
  • Monthly sales leadership coaching sessions
  • Weekly additional training sessions (Video, HubSpot)
  • Bi-weekly sales team coaching and call reviews
  • Sales process development and optimisation


£5,950 per month
(£107,100 over 18 months)

  • Bi-weekly executive coaching sessions
  • Weekly Content Manager training sessions
  • Monthly sales leadership coaching sessions
  • Weekly additional training sessions (Video, HubSpot)
  • Bi-weekly sales team coaching and call reviews
  • Sales process development and optimisation

All packages will require a one-time setup fee of £1,500 due at commencement. You will also require an IMPACT+ Pro license for your business, which starts from £3,600/year or £360/month.


Certified They Ask, You Answer Coach

As a Certified Coach, I have completed an intensive training program to master They Ask, You Answer and advanced communication techniques, personally studying under Marcus Sheridan and Chris Marr at partner agency IMPACT.

I'm one of a select network of Certified Coaches available worldwide, and I'm in the first 5 original coaches based in the UK.

Tom Wardman is a They Ask, You Answer Certified Coach

Frequently Asked Questions

What is expected of me and my team during this training?

Remember, the whole point of sales and marketing training is free you of your independence on outside agencies.

As a result, you can expect the relationship to be built on the following:

  1. You do the work: I, as your coach, will plan and review the work you do.
  2. You will have ongoing homework and success will be predicated on doing that work: This will mean writing content, watching courses in IMPACT+, turning up to calls prepared and lots more.
  3. A marathon, not a sprint: You should expect this to be a long game, and be prepared to invest 18-24 months for success. I will keep you on track and ensure you are focusing on the most important priorities at the right time and in the right order.
What makes a business a good fit for this training?

If you are willing to learn and have an open mind, then you're a good fit for this training. This is one  of the most important prerequisites for They Ask, You Answer.

It is also important to be data-driven. If you are obsessed with measuring the effectiveness of  content, or want to be able to attribute revenue to specific marketing activities, this training will help you do that.

While They Ask, You Answer can be implemented by every organisation in every industry, it isn't a good fit for every company. For example, if you would prefer to hire an agency on a month-to-month retainer basis, then this training isn't right for you.

What other costs can I expect to succeed with They Ask, You Answer?

In addition to the coaching and training investment, you will want to consider the following costs:

  • Marketing automation and CRM: Almost all companies doing They Ask, You Answer successfully use HubSpot, Vidyard, and SEMrush. For most businesses, the software budget can range between £1,000 and £3,500 per month.
  • Content and Video staff: It is recommended that you hire a full-time Content Manager at the start of this training. As you grow, you can also look to add a full-time Videographer. Having a Content Manager and Videographer in-house is a key component of They Ask, You Answer success. Starting salaries for these positions can vary depending on your market, but we’ve seen a lot of companies hire at entry-level rates around £25,000 to £40,000 per year.
  • Video equipment: To do video successfully in-house, you will need to buy some video equipment, such as a camera, lighting, and a backdrop. Again, the cost can vary depending on your needs and budgets, but most businesses invest anywhere for £1,500 to £10,000.
How do I decide which package is right for me?

All plans will get you to They Ask, You Answer Mastery; it simply depends on how fast you want to go and how intensive you want the training to be. In our initial calls together, we will discuss your business needs and current setup to determine which plan is right for you.

Get started on the path to scaling your business, driving more revenue, and dominating your industry.