Win More Customers in the Age of AI
IMPACT helps companies become the most known, trusted, and recommended company in their market in the age of AI, and builds the systems and internal capabilities inside your business that keep it that way.
Trusted by 300+ Companies Since 2009
Your buyers changed how they choose. Most companies haven’t noticed yet.
Before they call anyone, buyers ask ChatGPT, Google, and Perplexity who to trust. They read reviews. They look for prices. They expect answers, not pitches. AI already has an opinion about your company, whether or not you’ve shaped it.
The companies winning now are the ones AI can find, understand, and recommend, and the ones whose teams know how to keep it that way. That’s what we build.
Ask AI about your company. Free, one minute. →- Known. Show up when a buyer asks a friend, a search engine, or an AI who to hire.
- Trusted. Answer the questions others dodge: cost, problems, comparisons, who you’re not for.
- Recommended. Reviews, proof, and consistency AI can verify, so it names you first.
Sound Familiar?
These are the problems companies bring us. Pick yours to see how we approach it, which services apply, and what it costs.
“When someone asks ChatGPT or Google who to hire, we’re not in the answer.”
We find why AI skips you, fix what disqualifies you, and give it something worth recommending.
How We Solve It →Lead Generation“We don’t get enough of the right leads.”
Answer what buyers ask before they call, so the ones who call are already sold on you.
How We Solve It →Sales Enablement“Our sales cycle is too long and we lose deals on price.”
Assignment selling, honest pricing pages, and a CRM your reps actually use. Close faster, discount less.
How We Solve It →Content and Video“We publish content and nothing happens.”
The questions buyers research, answered in writing and on video, by your own team.
How We Solve It →Reviews and Reputation“We don’t have enough reviews, and AI notices.”
A review engine that runs itself, and a reputation AI can verify.
How We Solve It →CRM and Customer Data“Our HubSpot is a mess and nobody trusts the numbers.”
Clean data, working automation, and reports your leadership team believes.
How We Solve It →AI and Automation“We know we should be using AI. We’re not, really.”
AI doing real work in your content, campaigns, sales follow-up, and operations, with your team trained to run it.
How We Solve It →Marketing Team Training“Our marketing team needs help, not another agency.”
Hire the right people, train them, and give them a system to own.
How We Solve It →What We Do
One way in, so nobody buys the wrong thing. Where it goes from there depends on what we find. The same picture is on every service page, so you always know where you are.
- 1
We Diagnose
Every engagement starts with the Deep Diagnostic & Roadmap. Our experts use AI, their own judgment, and what your team tells us to find what’s keeping you from winning more customers, including exactly how AI describes you today.
- 2
We Build the Roadmap
Strategy first: is there a bigger move that makes you the obvious choice over every competitor? Then the quick wins that bring in customers now. Then the long-term work that earns trust with buyers and with the AI they ask.
- 3
We Do the Work With You
Coaching, HubSpot, websites, paid media, workshops. We start with the foundation: a website you can build on, a CRM with clean data, AI put to work in sales and marketing. Then we turn up the volume.
- 4
We Make You Self-Sufficient
The part that matters most. Our coaches work like fractional chief revenue officers. We help you build a marketing team that owns its content, video, HubSpot, and website. The goal is a company that doesn’t need an agency.
Services We Offer
Six services, one system behind them. Every one is backed by our 100% money-back guarantee, and every one has a published price.
Deep Diagnostic & Roadmap
Start here$5,000A full review of what’s holding you back, how buyers and AI see you today, and a prioritized roadmap your team can run with or without us.
→Endless Customers Coaching
A coach who works like a fractional chief revenue officer: in your leadership meetings, pushing on the hard things, installing the system with your team.
→HubSpot Services
Onboarding, rescue, integration, and training from a HubSpot Diamond Solutions Partner. We leave your team able to run it.
→Website Services
A site buyers and AI can trust, built on HubSpot so your team can change it without calling anyone.
→Paid Media Services
Google, Meta, and video ads that amplify what already works, run by our Swell team.
→Workshops
One day with your leadership or sales team, in person or virtual. You leave with a plan they’ll actually run.
→Start free. Then decide.
Two free tools and a free chapter. The instant diagnostic is step one for everyone; the Deep Diagnostic is step two.
Instant Diagnostic
Enter your website. In about a minute, see how AI describes your company, whether it recommends you, and what it gets wrong.
Run It Now →→ Step 2: the Deep Diagnostic & Roadmap, $5,000FreeAI Visibility Study
How AI describes your industry, which companies it recommends, and why. Updated as the answers change.
Read the Study →FreeA Chapter of Endless Customers
The system every service runs on, in the author’s words. Read the first chapter before you talk to anyone.
Get the Chapter →Results, in Their Words
Three of the 300+ companies we’ve coached. Every quote is verbatim and attributed; more on success stories and reviews.
7xRevenue Growth in Three Years“In three years, we saw 4x more sales qualified leads in our pipeline and 7x revenue growth. IMPACT’s coaching gave us the clarity and accountability to align our content and become a trusted authority in our market.”
3xSales Opportunities in One Year“We were stuck trying to DIY our marketing. IMPACT gave us the structure and clarity we needed. Sales opportunities tripled, especially from qualified leads. We even hired our first salesperson in four years.”
1 → 6Stores“From one store to six stores, that didn’t happen by accident. Working with IMPACT and Endless Customers gave us guidance early on. The fundamentals haven’t changed, but having coaching helped us adapt as the company continued to grow.”
“IMPACT doesn’t do the work for you. They teach you how to own it. Our team walks away from every session smarter and more confident.”
“Sales and marketing united under one strategy, and within a year we hit 1,500 leads a month with stronger close rates and lifetime value than ever before.”
“IMPACT’s coaching gave us the accountability and structure we needed to apply what we believed in. That guidance led to stronger trust, faster sales conversations, and consistent growth.”
This Is for You If
- You sell directly to your own customers, B2B or B2C.
- Your buyers research before they reach out, and they’re asking AI.
- Your leadership team will commit people and time, not just a budget.
- You’re between $5M and $50M in revenue confirm range, in the US or Canada.
We know these industries best:
The People You’ll Work With
Bob Ruffolo
Founder and CEO
Started IMPACT in 2009 and still runs it on the same system we teach. Writes the weekly letter, and speaks to owner groups and industry events with Marcus Sheridan about what AI changed for buyers. Request a speaker →
Allison Belles
Vin Gaeta
Mandy YorkWe publish our prices. Three in five agencies don’t.
We checked 50 marketing agencies a company like yours might shortlist. 30 of them won’t tell you what anything costs until you’ve booked a call. We put every price on the site, with what changes it, and the first engagement is a fixed price, not a “starting at” figure. It’s what we tell our clients to do. our count, Sept 2026
What It Costs
Every service, in real numbers and ranges. The Deep Diagnostic & Roadmap is $5,000.
See Pricing →How We Compare
IMPACT against an agency, a freelancer, and your own team: cost, speed, and what you own at the end.
Compare Your Options →The Guarantee
Every service we offer is backed by a 100% money-back guarantee. Here’s exactly how it works.
Read the Guarantee →
The System Behind Everything We Do
Every service at IMPACT runs on Endless Customers, the national best-seller by Marcus Sheridan, previously known as They Ask, You Answer: become the most known, trusted, and recommended company in your market by answering what buyers ask, showing what others hide, and teaching your own team to do it. The book explains it. The coaching installs it. The other services do the parts you can’t yet.
Questions Buyers Ask Before They Call
Who is IMPACT?
A marketing and sales training company in Cheshire, Connecticut, founded in 2009. We’re the company behind Endless Customers, the book, the conference, and the coaching system, and a HubSpot Diamond Solutions Partner. We work alongside leadership, marketing, and sales teams so they become, and stay, the most known, trusted, and recommended company in their market.
How is IMPACT different from a marketing agency?
An agency does the work for you and you rent the result. We diagnose first, do the work with you, and train your team to own it, so the growth engine belongs to you. We do offer website, HubSpot, and paid media services, and even those are built so your team can run what we leave behind.
Will this work for my business?
It works best for companies that sell directly to their own customers, whose buyers research before they reach out, and whose leaders are willing to commit people and time to it. If distributors or dealers sit between you and your buyer, or you want everything outsourced forever, we’ll say so on the first call.
What does it cost?
Every service has a published price. The Deep Diagnostic & Roadmap, where everyone starts, is $5,000. Coaching, HubSpot, website, and paid media prices are on the pricing page, with what changes them. Every service is backed by a 100% money-back guarantee.
What results can we expect, and how fast?
Quick wins can land within weeks, usually from your sales team using content in live deals. The compounding results, more qualified opportunities at a lower cost to win them, build over the first year and keep building. Companies that fully commit commonly see three to five times the qualified opportunities from their digital channels.
Does IMPACT help with AI?
Yes, in two directions. We make your company visible and recommendable in AI search and chat tools by fixing what disqualifies you and publishing what AI can trust. And we put AI to work inside your business, in content, campaigns, sales follow-up, and operations, and train your team to use it well.
New From the Learning Center
Answers first, no forms. Searchable by the problem you have, your role, and your industry. feed
- Podcast · Episode 175How He Built a 600-page Website Without Knowing How to Code↗
- Podcast · Episode 174How Far Can AI Take Your Endless Customers Strategy?↗
- Webinar · On demandThe Great Agency Reckoning: What’s Still Worth Paying For in the Age of AI↗
- Webinar · On demandHow to Prepare for Agentic Buying and the Future of Search↗
The Weekly Letter
One email a week from Bob Ruffolo: what changed for buyers this week, and what to do about it. No pitch, unsubscribe anytime.
About IMPACT
IMPACT is a marketing and sales training company founded in 2009 and headquartered at 125 Commerce Ct STE 9, Cheshire, CT 06410, (203) 265-4377. We work with companies across the United States and Canada. We are the company behind Endless Customers, the book, the conference, and the coaching system, and a HubSpot Diamond Solutions Partner. We run on the same system we teach. Founder and CEO Bob Ruffolo; our story, mission, and values; the people you’ll work with.
Two ways to start. Both are free.
See How AI Describes Your Company
Enter your website. In about a minute you’ll see what AI says about you, whether it recommends you, and what it gets wrong.
Run the Free Instant Diagnostic →Talk to Someone Who’s Done This
A 30-minute conversation about your business, what’s holding it back, and whether we’re the right fit. No pitch.
Let’s Talk →