About This Episode
Running a growing business can often feel like a constant push and pull. You’re doing a lot of things right, but there’s always a new challenge on the horizon. Launching a new initiative or strategy can be one of those challenges. How do you get your whole company on the same page when bringing in new ideas and principles? The stakes are high, and misalignment can lead to wasted time, resources, and worse—missed opportunities.
In this episode of Endless Customers, Alex Winter sat down with Chris Duprey, Principal Coach at IMPACT, to dig deep into this issue. Chris has worked with countless businesses to optimize their marketing, sales, and overall strategy. In this episode, he shares why getting everyone aligned—leadership, sales, marketing, even operations—isn't just important. It’s essential if you want your next big idea to stick.
So, how do you make sure your team is tracking toward the same goals, especially when there’s resistance or confusion? The good news is that the solution is simpler than you think: alignment days.
The Struggle to Get Everyone on Board
Imagine this: you have an exciting new initiative that you know will drive results—maybe it’s a new approach to customer service, a pivot in your marketing strategy, or a complete shift in how you sell. You’re ready to implement, but there’s one big hurdle. How do you get everyone to care about it as much as you do?
"You're likely not doing the majority of the stuff that's in Endless Customers," Chris said. "So, we have to get everybody...and when I mean everybody, I mean everybody in the organization aligned around this new thing."
Getting buy-in across the entire company isn't just about giving the green light from the top down. Leadership can't just say, "This is what we're doing, now go do it." Chris pointed out how easy it is for people to resist if they don’t understand why things are changing. And that’s a recipe for failure.
Why Should They Care?
People aren’t robots. They need to feel connected to the why behind the strategy. Why are we changing direction? Why does this new initiative matter? "Think about when people resist or don’t fully engage," Chris explained. "It's because they don’t understand."
The lack of understanding or fear of change can create confusion and hesitation. Chris emphasized the importance of empathy. The moment your team understands the purpose behind the change and how it impacts their role, the faster you'll see real buy-in.
And it’s not just leadership that needs to be on board. "Sales has to be aligned, leadership has to be aligned, marketing has to be aligned...everyone has to be aligned," Alex pointed out.
Why Your Business Needs an Alignment Day
So, how do you create that alignment? That’s where alignment days come in.
An alignment day isn’t just about sitting everyone down and giving a presentation on the new strategy. It’s about creating a deeper understanding across all levels of your organization. "The first half of the day is really about getting buy-in, removing fears, worries, and doubts," Chris explained. This is the time to answer the questions that people might be too afraid to ask and to make sure they understand why this change is necessary.
In the second half of the day, things get practical. Once the team has a strong grasp of the why, you move into the how. "Now that we get it, how do we apply this?" Chris said. This part of the day is dedicated to planning how the new initiative will be rolled out across different departments.
By the end of the day, the entire team is not only on the same page but excited and empowered to execute the new strategy.
The Magic of One Team, One Dream
A key element of successful alignment is making sure everyone—from leadership to sales reps—feels like they’re part of one unified team. "It’s one team, one dream," Alex emphasized. When people are united around a shared goal, things move faster and more smoothly.
But it’s not just about speed. It’s about making sure everyone is contributing toward the same objective. When each department is moving in its own direction, chaos ensues. Chris pointed out that often, leadership can have a visionary idea, but if it doesn’t trickle down effectively, execution falls apart.
"If leadership doesn’t align with the rest of the team, then there’s a disconnect," Chris said. And that disconnect can lead to failed initiatives, frustrated employees, and wasted resources.
From Buy-in to Accountability
Once your team is aligned, it’s time to focus on accountability. Chris stressed that without proper follow-through, even the most inspiring alignment day won’t create lasting change.
"The make or break in this situation really is accountability," Chris said. It's not enough to just be excited on day one. How do you track progress and ensure everyone is sticking to the plan?
One way to do this is through what Chris referred to as a scorecard. After the alignment day, the team continues to monitor progress, track key performance indicators (KPIs), and make adjustments where necessary. Chris mentioned that with IMPACT’s scorecard used for clients, it’s very common for initial scores to be low. Through work and consistent effort, businesses see massive improvement. Regular check-ins with the scorecard are made throughout the year.
This ongoing evaluation is critical because it provides the team with a clear picture of what’s working and what isn’t. It keeps everyone accountable and ensures that momentum doesn’t fizzle out after the first 90 days.
The Reason for 90-Day Plans
Chris explained why this timeframe of 90 days is so effective for businesses. Monthly evaluations can be too short, and yearly goals too broad. "When you look at a quarter, you can start to see some trends," Chris said. The 90-day cycle gives businesses enough time to gather meaningful data and adjust their strategy without reacting to short-term fluctuations.
This approach helps businesses make smarter, data-driven decisions rather than reacting emotionally to short-term results. Chris pointed out that some companies see quick wins, while others take more time. But regardless of the industry, the key is consistent effort and adjusting as you go.
Results Speak for Themselves
So, what kind of results can businesses expect from alignment days? Chris shared the story of one company that had tried to launch Endless Customers on their own but struggled for months. After going through an alignment day with IMPACT, their results skyrocketed. "Now, nine months later, they're on fire," Chris said.
These success stories aren’t just lucky breaks—they’re the result of intentional planning, execution, and accountability. Chris has seen firsthand how alignment days set the foundation for long-term success. "The proof is in the pudding," Alex added, emphasizing how the difference is night and day between companies that invest in alignment and those that don’t.
The One Thing: Alignment is the Foundation
So, what's the main takeaway from this conversation? Alignment is the foundation of any successful business initiative. Without it, even the best ideas can fall flat. "You have to get everyone on board, from leadership to sales to marketing," Chris said. And once you have that buy-in, accountability and consistency are what keep the momentum going.
If you’re serious about making big changes in your business, an alignment day might be the missing piece. It’s not just about getting your team to understand the new strategy—it’s about creating a culture where everyone is pulling in the same direction and excited about the future.
So, what’s your next move? If you're ready to take your business to the next level, it might be time to bring your team together for an alignment day and start creating lasting change.
Connect with Chris Duprey
Chris Duprey is a sought-after speaker and business coach with over two decades of leadership experience.
Get to know Chris through his IMPACT bio page
Connect with Chris on LinkedIn
Keep Learning
- Watch: How to Create Industry-Disrupting Content That Will Turn Heads
- Read: Sales vs Marketing in 2024: What’s the Difference?
- Learn: Sales and Marketing Alignment: Creating a Culture Focused on Growth
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
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