How MoveMobility Added $6M in Revenue by Insourcing Marketing

About This Episode

What happens when your sales and marketing teams don’t see content the same way?

Do you end up with content that no one uses, buyers who aren’t confident, and teams who blame each other instead of working together?

It’s not just a workflow issue. There’s often a breakdown in trust. And when that happens, great content goes unused, good leads get ignored, and everyone points fingers.

So, how do you break the cycle?

In this episode of the Endless Customers podcast, I sat down with Jorge Gonzalez, Marketing Manager at MoveMobility, Bryn Jones, their General Manager, and IMPACT Executive Coach Allison Riggs. They unpacked what it takes to get your whole team aligned, take control of your message, and build content that helps sales.

They discussed the real challenges companies face when adopting the Endless Customers System™. Things like misaligned leadership and hesitation from the sales team. They shared how they worked through these issues without losing momentum.

They also explored how to shift from inconsistent efforts and outsourced voices to a team that confidently tells their story.

If you’re leading a business and looking to unite your team around a stronger content strategy, this conversation delivers practical, proven insight.

By the end, you’ll walk away with a clear picture of what alignment really looks like, how to get there, and why MoveMobility’s story proves that building trust always starts from within.

Let’s dive in.

A mission that wasn’t landing

MoveMobility’s purpose couldn’t have been more meaningful. They design and build wheelchair-accessible vehicles that give people with disabilities greater freedom and dignity. Everyone on the team believed in the mission. The problem was that their message wasn’t landing with their audience.

Jorge put it plainly. “We were passionate about what we did, but the story wasn’t coming through. It didn’t resonate.”

That disconnect wasn’t due to a lack of effort. The team was creating content. They were publishing videos and trying to explain who they were and what made them different. But the message felt flat. The emotion and impact behind their work weren’t showing up in the way they were telling the story.

Bryn added, “We didn’t have a consistent way of communicating who we were or what we believed.” Different team members had different ways of talking about the company. The sales team, marketing team, and leadership weren’t aligned on a shared language or framework.

So even though the content existed, it wasn’t working. Videos felt more like check-the-box exercises than tools that could actually move the needle. The articles didn’t reflect the company’s personality or depth of expertise. Sales wasn’t using the content, because it didn’t feel connected to their conversations with buyers.

Worse yet, buyers weren’t connecting either. Prospects would come in with surface-level knowledge and confusion about what MoveMobility really offered. That meant longer sales cycles and missed opportunities to build trust early in the buying process.

It wasn’t a matter of doing more. It was about doing the right things in a coordinated way. And that required a mindset shift.

IMPACT and the Endless Customers SystemTM

It was clear they needed a new approach, one that aligned the whole team and brought their message to life.

That’s where IMPACT stepped in. When Jorge and Bryn connected with Executive Coach Allison Riggs, they began working through the Endless Customers System™. The structure gave them a way to not only fix broken processes but to rebuild with intention.

“Those early days were overwhelming. ‘There was so much to fix,’ Jorge admitted. But the system gave them something they hadn’t had before: focus.”

Instead of trying to fix everything at once, they tackled high-impact areas first, like how content was (or wasn’t) being used by the sales team.

Allison said, “One of the first things we worked on was Assignment Selling. That meant training the sales team to use content before the call to address questions and objections.”

This wasn’t just about efficiency. It was about shifting how sales interacted with buyers. Instead of repeating the same answers on every call, reps could send a video or article ahead of time and show up ready to close. Prospects came to the conversation more informed and more confident.

They also started building clarity around roles and expectations. Marketing wasn’t just about generating leads anymore. It was about supporting sales conversations directly, helping prospects feel more understood, and reducing friction throughout the journey.

As the team gained confidence, they expanded to other parts of the system, like improving their website to reflect their story more clearly and integrating video more deeply into sales conversations.

Step by step, things started to click.

Why embracing disruptive content made MoveMobility the trusted voice in their industry

MoveMobility didn’t just answer easy questions; they tackled the hard ones buyers were afraid to ask.

They talked openly about pricing. They addressed misconceptions about what accessible vehicles should cost, what funding options were available, and what features were actually necessary based on different types of mobility challenges.

They even promoted competitors when it made sense for the buyer. If another solution was a better fit, they said so, and they said it publicly.

“If a competitor is a better fit, our content says that, because trust matters more than a quick win.”

This approach required courage and confidence. It also required alignment from leadership. Bryn and Jorge knew that transparency might lead some prospects to walk away, but it would also build loyalty with the right buyers.

And it worked.

Buyers started reaching out with a different tone. They weren’t defensive. They weren’t suspicious. They felt like MoveMobility understood them.

They started getting comments like, “I felt like you were talking directly to me,” or “I’ve never seen a company in your industry be this honest.”

That shift from protectiveness to transparency was one of the biggest culture changes. It’s what made MoveMobility a more trusted, credible, and confident voice in their market.

And when you become the most trusted voice in your industry, the impact shows on your bottom line.

$6M in marketing revenue: What shifted after they aligned sales and marketing

In the first half of 2025, MoveMobility can attribute $6 million in revenue directly to their use of the Endless Customers System™, part of a $22 million total year-to-date.

That didn’t happen by luck. It was the result of a clear and deliberate strategy: build trust first, and the revenue will follow.

It started with their website. Jorge explained, “We opened the website so customers and potential customers could see the resources, learn from them, and educate themselves. That made us a trusted source.”

They created content that answered questions buyers were already asking. Topics like, “How much does an accessible van cost?” and “What should I consider before choosing a provider?” weren’t just popular, they were valuable. They helped potential buyers make informed decisions.

And that information wasn’t buried in a blog. It was front and center in sales conversations.

Assignment Selling became a new habit. Reps shared specific videos or articles before meetings to educate buyers in advance. That shift reduced call time, removed friction, and allowed salespeople to focus on closing, not explaining.

“Now, when someone contacts us, they already know a lot,” Jorge said. “They’ve read the content. They’ve watched the videos. They’re engaged.”

The result? Stronger leads. More meaningful conversations. And shorter sales cycles.

Allison added, “When your buyers trust you before the first call, everything about the sales process changes. When buyers feel understood from the start, sales become a conversation, not a persuasion.”

What’s more impressive? These weren’t just new customers. Repeat buyers and referrals started increasing, too. The trust built through content didn’t stop at the first deal; it carried forward.

“We’re not just making content,” Jorge said. “We’re creating tools that sales use every day. That’s what’s different now.”

How content helped close a deal—even $40K over the competition

That trust didn’t just bring more leads, it gave them an edge in highly competitive deals.
One client recently chose MoveMobility over a competitor, despite being $40,000 more expensive.

At first glance, it might have looked like a long shot. The competing company offered a lower price, similar timelines, and was well-known in the space. But what the client didn’t feel from the competitor was clarity and trust.

Jorge recalled the feedback they received: “They told us, ‘You understood us better. Your videos and articles answered questions we didn’t even know we had.”

The buyer had been following MoveMobility’s content for months. They watched videos that explained different configurations of accessible vehicles. They read articles about insurance, funding programs, and long-term maintenance.

By the time they contacted sales, they weren’t just comparing price; they were weighing trust. And MoveMobility had already won that battle.

This wasn’t just a fluke. It was the result of intentional effort. Sales reps had been trained to send targeted content before calls. Marketing had built a library of honest, buyer-focused resources. And leadership had backed the message with consistent investment.

Allison noted, “That deal wasn’t just a win for sales. It validated the strategy. It showed that when you create clarity and confidence, buyers will choose you, even at a premium.”

Assignment Selling turned out to be more than just a smart tactic. It was a competitive advantage.

Why MoveMobility keeps doubling down on the Endless Customers SystemTM

Many companies scale back content once it starts working. MoveMobility did the opposite.

Instead of slowing down, MoveMobility treated early wins as a launchpad for what’s next. They expanded their internal team, hiring a second content manager and videographer. This wasn’t about fixing gaps. It was about building on what worked.

“We believe in this system. That’s why we’re still investing, still growing the team,” Bryn said.

For them, content wasn’t just a marketing tool, it became a foundation for how they communicate as a business. That meant more than just producing more videos. It meant refining their messaging, enhancing the buyer experience, and continuing to shorten the sales cycle with smarter, more targeted assets.

Jorge explained, “With more hands on deck, we’re able to respond faster to what sales need. If a rep says, ‘I keep getting asked about X,’ we can get a video in the pipeline within days. That kind of speed and relevance wasn’t possible when we were spread too thin.”

This reinvestment also shows confidence from leadership. It signals to the entire company that content is not a side project; it’s core to how MoveMobility operates.

Allison shared, “One of the most encouraging things is that they didn’t wait for pain to invest. They’re investing because they see the potential. That kind of foresight is rare.”

Instead of asking, “Are we done yet?” they’re asking, “What’s next?”

And that mindset is what keeps them moving forward.

Thinking about going all-in? Here’s what MoveMobility wants you to know

Since 2022, MoveMobility has been doing the hard work of transforming how they communicate and sell, and they’ll be the first to tell you, it was worth it.

The early days were filled with uncertainty. The team was learning new systems, creating video content from scratch, and navigating how to align departments that had historically operated in silos.

“There were definitely moments when it felt like too much,” Jorge admitted. “You’re rethinking your whole approach. That takes time. It takes trust.”

But they stuck with it.

They trained internal staff instead of outsourcing. They pushed through discomfort and hit record even when it felt awkward. They made room in their schedules for team alignment sessions and strategy conversations.

And now? They’re seeing the long-term payoff.

“We’d never go back to outsourcing again. Training our own people has been the most valuable thing we’ve done,” Bryn shared.

It wasn’t just a win for marketing. It was a transformation for the entire company.

When asked what they’d say to a company still hesitating to commit to the Endless Customers System™, Bryn didn’t hesitate: “You’ll wish you started sooner.”

Allison added, “This isn’t about doing more. It’s about doing the right work, with the right people, in a way that builds long-term trust.”

For companies on the fence, MoveMobility’s message is clear: The work is worth it.

Rebuild trust and revenue, from the inside out

MoveMobility didn’t just align departments. They redefined how their entire company thinks about trust, communication, and growth.

They faced the doubts. They weathered the early bumps. They got real about what wasn’t working and then committed to changing it.

The result? Over $6 million in revenue tied directly to content and strategy they built in-house. A sales team that no longer questions the value of marketing. A brand that stands out in a crowded, conservative industry for its honesty, clarity, and humanity.

That’s what happens when you stop outsourcing your voice and start building alignment from the inside.

Here’s the takeaway: When your sales team doesn’t use your content, it usually points to a deeper issue: lack of trust. Rebuilding trust leads to better alignment and stronger results.

Want to shift from silos to sales enablement? Start by training your team in Assignment Selling. That’s the first step toward building something real.