Company Alignment Workshop

Unite your team around a proven, trust-first growth system

Unite your sales, marketing, and leadership teams around a proven approach that starts with sales enablement and works backwards. This one-day workshop aligns your entire team around a sales-first approach that builds trust, shortens sales cycles, and creates the foundation for sustainable, in-house growth.

Let's work, together Explore coaching

Align your team's vision

Get everyone on the same page about what great marketing looks like. No more confusion; just clear direction that everyone supports, including how you work with (or without) external partners

Master trust-building content

Learn what content actually influences buying decisions and how to use it effectively. When your whole team understands, growth follows naturally.

Turn alignment into growth

Watch sales cycles shorten and conversion rates improve as your marketing and sales teams know their role in building customer trust, without adding more external complexity

The alignment problem

Most teams don't understand what needs to change or why it matters

You see the value of building trust and driving growth through proven systems, but getting your organisation aligned around these principles, instead of just outsourcing the problem, is the real challenge.

When teams operate with different assumptions and priorities, growth stalls:

"Our leadership team doesn't see sales enablement as a priority."

"We have no clear way to measure if our efforts are actually working."

"Marketing creates content, but sales doesn't know how to use it."

"Sales and marketing work in silos. There's no shared strategy."

"Our sales team isn't bought into using content during conversations."

"Everyone talks about trust-building, but nobody knows how to do it."

Most businesses fail to scale their growth systems not because of a lack of desire, but because the people involved don't understand what needs to change, why it matters, and what their role is in making it work.

Without company-wide alignment around a sales-first approach to building trust, you'll continue to see scattered efforts, missed opportunities, and teams working against each other rather than toward shared goals. Meanwhile, agencies end up filling the gap with short-term fixes instead of your team owning the solution.

The solution

Stop the misalignment that's holding your business back

This workshop brings your leadership, sales, and marketing teams together around a proven system that starts with sales enablement and builds lasting customer trust that your team owns.

You'll discover how to use content strategically in sales conversations, align your teams around shared goals, and create measurable systems for growth.

Rather than scattered efforts and unclear priorities, you'll leave with everyone understanding their role and a concrete plan to become the most trusted choice in your market without increasing dependency on external providers.

Tom Wardman, working with people on a Company Alignment Workshop

Before the workshop

Three simple steps to get your team aligned

This process ensures your workshop delivers maximum impact by preparing your team and setting clear expectations from the start.

Book a chat

We'll discuss your team's challenges and goals in a no-pressure conversation to determine if the workshop is right for your business and whether it's the right time to move forward.

Prepare your team

Once we agree the workshop is a good fit, we'll schedule a pre-workshop call to review the agenda, confirm who needs to attend, and discuss how to frame the day for maximum engagement.

Transform your approach

Your entire team attends the intensive workshop session, learning proven principles and leaving with a shared understanding of their roles in building a trusted brand and what that means for owning your growth internally.

Let's work together

Overview

How this workshop gets your teams aligned around growth

I help you understand how today's buyers make decisions, what content actually builds trust, and what this all means for your sales-first growth strategy. You'll learn how to create complete alignment around proven principles that turn prospects into customers and customers into advocates.

Why this matters

Alignment isn't optional. It's essential for growth.

You can't build a consistent growth strategy when your people aren't aligned. Misalignment shows up quietly in delayed execution, conflicting priorities, and confusion about why things need to change.

When leadership, sales, and marketing don’t share the same understanding of how to build trust with buyers, miscommunication follows, agencies fill the gaps, and the system breaks down.

This workshop eliminates that confusion from the start, giving your team a shared language, mission, and roadmap for the journey ahead.

Tom Wardman, delivering a Company Alignment Workshop

Who must attend

Everyone with influence over your growth strategy needs to be there

This only works when every decision-maker and every salesperson is present. If even one member of your sales team misses the session, they often become the biggest source of resistance moving forward.

The same applies to leadership. If someone who influences what's said on your website, what's sold, or how content is created isn't in the room, they may unintentionally block key decisions later.

That's why attendance is mandatory for your entire leadership team and every sales rep, manager, and BDR.

What happens after

Your workshop is just the beginning

Immediately following the workshop, we'll conduct your first quarterly planning session where we'll build a 90-day action plan based on your goals and starting point.

You'll leave with clear priorities for publishing trust-building content, improving your sales process with Assignment Selling, and tracking progress using proven metrics.

This is where many businesses decide to move into the full In-House Sales & Marketing Mastery programme so that implementation stays internal, not outsourced.

Put simply, this workshop is the foundation for ongoing quarterly planning sessions that keep your team aligned and accelerating toward becoming the most trusted choice in your market.

Explore coaching

The agenda

Five essential topics that transform how your team approaches growth

This workshop is practical and direct, built around one goal: getting everyone aligned on what it takes to build trust with today's buyer and turn that trust into revenue.

Let's work together

How today's buyers make decisions

Understand the modern buying journey and what has to change to meet buyers where they are: on your website, on search engines, and in sales conversations.

The principles of a known and trusted brand

Learn the four pillars that drive brand trust and how to apply them across your content, messaging, and sales strategy with confidence.

What content buyers actually want

Discover the Big 5 content types that drive the most traffic, leads, and revenue, and how to create them transparently to build trust faster than competitors.

Assignment Selling as your sales team's role

Master the techniques that turn content into closed deals, teaching your sales team how to use trust-building materials to shorten cycles and reduce objections.

Leadership's role in sustainable growth

Understand what leadership must own to ensure success: setting vision, maintaining accountability, and tracking progress using proven metrics and planning processes, while reducing dependency on external agencies over time.

Testimonials

"Great intro session on sales and marketing techniques - content was great and insightful. I learnt a lot in a short space of time!"

Victoria Gilbert - Senior Finance Business Partner, Square Mile Accounting

"We really enjoyed Tom's "They Ask, You Answer" workshop. It was interesting and informative, giving us a great understanding of the importance of adopting a customer-centric approach to our content marketing strategy."

Rae Hill - Director, Protektor

"If you're looking for someone who can help your business grow and build trust with your audience, Tom is the coach you need. His commitment, knowledge, and enthusiasm for They Ask, You Answer will undoubtedly make a positive impact."

Chris Marr, The Authoritative Coach

Pricing

How much does a Company Alignment Workshop cost?

This workshop creates the foundation for the most successful sales and marketing programs. You can choose between 2 virtual sessions, or a half-day in-person workshop.

Virtual

Two 3-hour sessions

£3,200

Delivered and recorded online

90-day planning session

Executive debriefing to discuss next steps

In-person

Half-day workshop

£4,000

Inclusive of travel expenses in the UK

90-day planning session

Executive debriefing to discuss next steps

This is more than a workshop. It's a commitment

This isn't about learning theory or collecting ideas to think about later. This is where your team commits to transforming how you approach growth.

Everyone in the room will leave with clear responsibilities, new ways of working, and the expectation that change starts immediately.

Half-hearted participation or sending only part of your team won't work. This workshop demands full commitment from leadership, complete buy-in from sales teams, and a willingness to challenge how you've always done things. It’s not a "nice to have" training session; it’s a turning point.

If you're ready to make that commitment, this is where your journey to becoming the most trusted choice in your market begins.

Tom Wardman assisting team members during a workshop

Meet your coach

Experience you can trust

I've walked the same path many businesses face with team alignment, seeing firsthand what works and what doesn't. Now, as one of the UK's first five certified coaches in this field and having trained directly under Marcus Sheridan, I help businesses unite their teams around proven growth principles that start with sales enablement.

My practical experience, both in-house and with agencies, means I understand the real challenges of aligning sales and marketing teams. I'll guide your team through the exact steps needed to build trust with customers, master Assignment Selling, and create the alignment that drives steady growth.

Put simply, I don’t come in to "do marketing for you". I come in to help your team understand, own, and execute a system they can run long after I’m gone.

Connect with me

Frequently asked questions

Who should attend the alignment workshop?

Every member of the leadership team must attend. Every member of the sales team must attend. No exceptions. This includes your CEO, heads of sales, marketing, operations, finance, IT, legal, HR, and all sales reps, managers, and BDRs. If someone influences what’s said on your website, what’s sold, or how content is created, they need to be in the room.

What if someone from our team can’t attend?

The workshop only works when everyone is present. Missing even one leader or salesperson creates misalignment and resistance later. We’ll help you find a date when every required person can attend.

Can additional departments attend?

Yes; customer success, onboarding, support, and service teams often benefit greatly. Anyone involved in the customer journey is welcome.

Does senior leadership need to be present all day?

Yes. Alignment begins with leadership modelling commitment and participating fully in discussions, exercises, and decisions.

Can remote employees participate?

Yes. Remote team members can join via virtual delivery if chosen, but everyone must be present at the same time to ensure shared understanding.

Do we need to prepare anything before the workshop?

You’ll receive a short pre-work questionnaire and instructions to collect real buyer questions, sales objections, and common customer concerns.

Can we bring new hires or junior team members?

Absolutely; the workshop helps set expectations, mindset, and shared language early in their journey.

What’s the ideal group size?

Workshops typically run best with 10–40 participants, but larger groups can be accommodated with adjusted facilitation.

Can we run this workshop for multiple teams across regions?

Yes; multi-location organisations often run a combined session or repeat the workshop per region to ensure global consistency.

Can we record the workshop?

For virtual sessions, yes; recordings can be shared internally. In-person sessions are not recorded to encourage contribution and focus.

What’s the difference between virtual and in-person pricing?

In-person workshops create stronger engagement and better outcomes because teams are fully present. Virtual delivery requires extra facilitation tools and techniques to maintain focus, as participants are more prone to distraction.

Which format is more effective?

In-person generally delivers the deepest alignment, but virtual still works extremely well with strong facilitation and active team participation.

Do virtual sessions run longer or shorter?

Virtual workshops are often delivered in shorter segments to avoid fatigue while still covering the full framework.

Can we switch formats later?

Yes. If logistics change, we can move between virtual and in-person delivery with reasonable notice.

What technology is needed for virtual delivery?

A stable internet connection, cameras on, and access to shared digital whiteboards or polling tools. I'll provide everything else.

Do virtual workshops include breakout sessions?

Yes, as virtual breakouts ensure collaboration and discussion don’t suffer compared to in-person sessions.

Can hybrid workshops (some virtual, some onsite) work?

They can, but they may dilute engagement. Full in-person or full virtual is recommended for best results.

Do you travel internationally for in-person workshops?

Yes. Sessions can be delivered globally, with travel costs agreed upfront.

Is the content the same in both formats?

Yes, the curriculum, exercises, and expected outcomes remain consistent.

Does virtual delivery reduce impact?

Not when done correctly. However, the energy, focus, and collaboration of in-person sessions typically accelerate alignment.

What happens during the workshop day?

You’ll learn how buyers make decisions today, explore the four pillars of building a trusted brand, understand what content buyers want, and master Assignment Selling techniques. Sales learns how to use content in conversations; leadership learns accountability and measurement tools.

What’s the goal of the alignment workshop?

To align your entire organisation around how you communicate, sell, and build trust, ensuring everyone pulls in the same direction.

Why is this called an alignment workshop instead of training?

Because it’s not about teaching tactics. It’s about getting your entire organisation aligned on a shared strategy, shared language, and shared understanding of how growth really works.

How interactive is the workshop?

Highly interactive, with discussions, exercises, breakout groups, and real buyer questions analysed in real time.

Does the workshop focus on our industry?

Yes; examples, content discussions, and exercises are tailored to your market and your buyers.

Will we create buyer-focused content during the session?

You’ll identify core content topics, evaluate actual buyer questions, and map out the highest-impact articles and videos.

Do we work on messaging and positioning?

Yes; the workshop clarifies what buyers care about and how your team should communicate value, pricing, and differentiation.

Does the workshop address sales enablement?

Absolutely; sales teams learn how to use content to shorten sales cycles, increase close rates, and handle tough questions.

How long is the workshop?

Typically a half day, followed immediately by your first quarterly planning session.

Will the workshop challenge our current approach?

Yes; most teams leave with a completely new understanding of buyer behaviour and internal alignment.

What happens after the workshop?

Immediately after, we run your first quarterly planning session to build a 90-day action plan. Many teams continue with the In-House Sales & Marketing Mastery programme for ongoing support.

How do we measure success from the workshop?

Success means complete team alignment, clear priorities, and shared language around growth. Long-term, you’ll see shorter sales cycles, higher close rates, and stronger trust in your market.

How soon will we see results?

Alignment shows up immediately, in conversation, clarity, and decision-making. Sales performance improves over the following weeks and months as Assignment Selling becomes embedded.

Do you help with implementation afterward?

Yes, through the Mastery programme or bespoke advisory engagements, depending on your team’s needs.

Will we receive documentation or takeaways?

Yes; you’ll receive workshop materials, content plans, strategic recommendations, and your 90-day roadmap.

Can you help us create content after the workshop?

Yes, through DFY content services or by guiding your internal content manager as part of the Mastery programme.

What if our sales team struggles to adopt Assignment Selling?

That’s normal initially. Coaching and ongoing support help reinforce new habits until content use becomes part of daily practice.

Does alignment fade over time?

Only if leadership stops reinforcing it. Quarterly planning, content reviews, and sales coaching ensure alignment remains strong.

Can we repeat the workshop annually?

Yes, and many organisations run an annual alignment reset to onboard new hires and reinforce shared principles.

What transformation should we expect over 12 months?

A more confident sales team, clearer communication across departments, stronger content output, and measurable growth in trust, leads, and revenue.

What does the workshop cost?

Pricing varies by virtual vs. in-person delivery due to travel, logistics, and facilitation differences. Both options are listed on the page for full transparency.

How far in advance should we book?

Most organisations book 4–8 weeks ahead to ensure the entire team is available.

Do you run workshops for international teams?

Yes; both virtual and in-person delivery are available globally.

What size company is this workshop best suited for?

Companies with 10–200 employees across sales, marketing, and leadership functions benefit most.

Do we need a certain level of marketing maturity first?

No, the workshop is designed to create the clarity and alignment your team currently lacks.

Can we add a second day for deeper training?

Yes; optional advanced sessions, sales coaching, or content development workshops can be added.

Does the workshop work for non-B2B companies?

Yes, any organisation with sales cycles, buyer questions, and trust-building needs will benefit.

Are travel costs included in the in-person fee?

For the UK, yes. Travel and accommodation are additional and agreed upfront for outside the UK.

Can we run the workshop for a single department only?

No, because alignment requires the entire organisation hearing the same message at the same time.

How do we get started?

Book a discovery call to confirm goals, availability, and the format that best fits your team.

Ready to get everyone aligned on how you actually grow?

Discover how this intensive workshop can eliminate the confusion and misalignment that's preventing your team from building trust and driving consistent growth on their own.

Let's discuss whether your team is ready to commit to the changes that create lasting results.

Let's work, together Explore coaching