They Ask, You Answer Certified Coaching Program: Schedule Details

Becoming a certified They Ask, You Answer coach requires a big investment of two precious resources: time and money.

As with any smart investment, these will both be paid back to you many times over: The money you invest will bring back more money, and the time you invest will give you more time.

Here's how:

  • As a certified coach, you’ll run a more profitable agency when you sell They Ask, You Answer coaching services to your clients.
  • When your clients produce their own marketing materials under your guidance, you’ll be able to work more efficiently, saving time from labor-intensive implementation tasks.

The upfront investment of time in the Certified Coaching Program is intentional. We’ve designed an immersive learning experience that will deliver an incredible amount of knowledge and skill development in a short amount of time.

Below, you’ll find a detailed description of the time commitment you can expect, broken out into the following categories:

  • What to expect during the intensive first two weeks
  • Weekly training during months 1-6
  • Monthly check-ins with your cohort
  • Ongoing cohort meetups after you complete your certification

They Ask, You Answer is a rich field of study, and becoming a certified coach is not easy. You will work directly with IMPACT master coaches — as well as a cohort of other certified coaching candidates — during this intensive learning experience.

Although the program will ask a lot of you, your coaches are fully invested in your growth and success. You will be challenged, but you will be supported every step of the way by master coaches who are completely in tune with your needs.

Now, let’s dive into what you should expect as you start on the path to becoming a certified They Ask, You Answer coach.

Certified Coaching Program overview

Once your application for the Certified Coaching Program has been accepted, you’ll be placed in a cohort of around 5-10 other professionals. This group will become your tight-knit They Ask, You Answer community. Although they might hail from different corners of the world and work in different industries, your shared learning experience will bring and hold you together.

Note: Attendance is expected at every meeting and event. Missing any sessions will severely hinder your learning. Please speak to IMPACT if you have specific questions about scheduling and meeting requirements.

Week 1: 3 5-hour sessions

Your training begins with an intensive three-day workshop experience. Each day, expect roughly five hours of hands-on discussion, role-playing, and seminar-style learning, led by IMPACT master coaches.

Expect to complete:

  • A full program overview and deep dive into They Ask, You Answer.
  • A communication workshop.
  • A detailed study of a They Ask, You Answer workshop.

In between sessions, you may have additional material to read or watch, as well as practice time as you begin to prepare for your exam in week two.

Week 2: 90-minute “Pitch” exam and 2-hour graduation ceremony

After completing the rigorous learning experience in the first week, candidates will next complete an exam in order to graduate. For this, candidates will deliver a 90-minute “pitch” for a They Ask, You Answer workshop to Marcus Sheridan, founder of They Ask, You Answer, and Chris Duprey, lead program coach.

Having focused heavily on the details of a They Ask, You Answer workshop in the first week, especially the principles of effective communication, candidates will now put that learning into action. Program leaders want to see how well candidates could deliver this workshop on their own.

Upon passing the exam, candidates will be certified to offer and sell They Ask, You Answer workshops on their own.

Months 1-6: Weekly 2-hour training and practice sessions (+ homework)

Once you complete the initial workshop and pass the exam, you move into weekly training sessions that will deepen your knowledge and expand your skillset. Each week, you’ll become more knowledgeable about They Ask, You Answer and improve your coaching abilities.

These sessions will take place at a mutually agreed-upon time, and will be led by an IMPACT master coach. You can expect more hands-on, engaging learning with your master coach and your cohort.

Your 24 weekly sessions will be grouped as follows:

  • Month 1: Anatomy of They Ask, You Answer Mastery
  • Month 2: Delivering IMPACT-level coaching
  • Month 3: Teaching and coaching They Ask, You Answer
  • Month 4: Role-play activities
  • Month 5: Sales coaching
  • Month 6: Bringing it all together and program completion

Each week, anticipate about two hours of homework outside of the session. This could include readings or video recordings, completing courses in IMPACT+, or various real-world practicum assignments.

In some cases, these tasks will be standardized for the entire group. In other cases, your master coach will tailor an assignment based on each student’s individual growth plan.

Months 7-12: 2-hour cohort meetings, once per month

After completing the bulk of your detailed study by month six, the second half of the year focuses on working with your cohort to tweak, troubleshoot, and perfect your practical knowledge of They Ask, You Answer.

Each month, you’ll meet for a two-hour discussion, facilitated by an IMPACT master coach. During these sessions you’ll share wins, talk through struggles, and learn from each other.

At the end of 12 months, you’ll be a fully certified They Ask, You Answer coach, ready to offer a range of new services to your clients.

After program completion

As a certified They Ask, You Answer coach, you’ll be expected to keep up to date with the latest insights and applications of Marcus Sheridan’s framework.

Each year going forward, expect to:

  • Attend the Digital Sales and Marketing World (DSMW) event. This three-day They Ask, You Answer conference will give you an opportunity to meet up with other passionate experts and learners. Hear from Marcus and other IMPACT and HubSpot experts on a wide range of topics.
  • Stay up to date on new course releases on IMPACT+. Our online learning community is the place where we roll out new courses and lessons to teach They Ask, You Answer. As you sell your coaching services, it’s likely you’ll send your clients to IMPACT+ to learn. Therefore, you should keep up with new releases.
  • Attend ongoing cohort meetings. As a certified coach, you will be able to attend ongoing biweekly meetings with your cohort to share successes and work through struggles.
  • Prepare for recertification. At given intervals in the future, you will need to seek recertification by exhibiting your familiarity with the They Ask, You Answer workshop curriculum. More details about this process will be provided during your training.

Knowing what to expect before you begin

Becoming a certified They Ask, You Answer coach is a transformative and intensive learning experience that can fundamentally alter the way you run your business and serve your clients. This kind of growth and development only takes place because the program is so comprehensive.

It is a big commitment, and it’s important to be clear about what will be expected of you before you begin.

Those who have come before you have found the program to be profoundly valuable — and totally doable. Each session is carefully planned to deliver tangible, specific value to the students.

If you have more questions about the nature or scope of the program, reach out to the IMPACT team to find out more.


They Ask, You Answer Certified Coaching Program: Schedule Details