Independent ‘They Ask You Answer” Certified Coaching

May 6, 2025
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You’ve read They Ask, You Answer by Marcus Sheridan, and you know it could be a game-changer for your business. Now, you’re looking for the right certified coach to help you implement it effectively.

What’s the Difference Between an Independent Certified Coach and an Impact-Employed Coach?

When it comes to working with a certified They Ask, You Answer (TAYA) coach, you have two options:

  • Work with an IMPACT-employed coach, the company mentioned in the book.
  • Work with an independent TAYA-certified coach, trained and certified by IMPACT’s team and Marcus Sheridan.

This article will help you understand the key differences so you can choose the best option for your business.

What Is an Impact-Employed Coach?

IMPACT is the company that developed the They Ask, You Answer coaching program, along with training tools for both coaches and clients. Their certified coaches focus exclusively on helping businesses build in-house expertise and reduce dependence on outside agencies. IMPACT coaches specialize in:

  • They Ask, You Answer implementation
  • Sales and marketing team alignment
  • HubSpot training
  • Content, video, and sales coaching

What Is an Independent Certified Coach?

Independent coaches are certified They Ask, You Answer coaches who have trained directly with IMPACT and Marcus Sheridan. They may be agency owners, marketing strategists, or industry specialists who tailor the framework to fit different business needs. Independent coaches offer:

  • The same They Ask, You Answer training and implementation
  • Greater flexibility in pacing and priorities
  • Additional marketing, branding, or consulting services

Both Are Focused on the Framework

Both IMPACT-employed and independent coaches are trained and certified to teach and implement They Ask, You Answer. Both can help your organization:

  • Align marketing and sales teams
  • Increase qualified leads and improve inbound marketing results
  • Build a content-driven, customer-focused culture

The primary differences lie in pacing, pricing, and additional services.

Key Differences: Pacing, Pricing, Projects, and Priorities

Priorities

  • IMPACT Coaches: Offer one structured They Ask, You Answer program—called “Mastery”—which includes content creation, assignment selling, video, sales training, and HubSpot management. IMPACT also offers website development and ad management as separate services.
  • Independent Coaches: Tend to be more flexible in their approach to working with you. They can provide They Ask, You Answer coaching along with other marketing services such as branding, digital marketing, website design, and messaging strategy.

Pacing

  • IMPACT Coaches: Follow a strict 12-, 18-, or 24-month structured program with consistent coaching sessions across sales, marketing, leadership, content, and video.
  • Independent Coaches: Offer flexible pacing based on your organization’s needs, capacity, and priorities. Coaching can be adjusted as your business evolves.

Projects

  • MPACT Coaches: Do not provide “done-for-you” services within They Ask, You Answer coaching engagements. IMPACT as a company offers website and paid search services separately.
  • Independent Coaches: May offer project-based work in addition to coaching, such as outsourced content writing, video production, social media management, or website development.

The ultimate goal of coaching is to help businesses develop in-house marketing and sales expertise—but independent coaches provide more flexibility in how you get there.

Pricing

  • IMPACT Coaching: Costs between $99,000 and $270,000 total, with a $10,000 commitment fee followed by monthly payments based on your pacing (12, 18, or 24 months).
  • Independent Coaching: Pricing varies based on services and priorities, typically ranging from $2,500 – $8,000 per month. Additional marketing services can be included in a retainer or priced separately.

Choosing the Right Fit for Your Business

Some companies are ready to go “all in” with a structured They Ask, You Answer program from day one. Others need a more gradual approach that fits their existing resources and timeline.

The good news? You have options. Whether you work with an IMPACT-employed coach or an independent certified coach, the They Ask, You Answer framework is designed to be adaptable—so you can apply its principles in a way that makes sense for your business.