How a Refresher Alignment Day Reinvigorated an Entire Organization

Update: 2025-09-17

Description

Ep.114 - Most companies say they’re aligned. Few actually are.In this episode of Endless Customers, Alex Winter sits down with Ryan Shutt, CEO of Southwest Exteriors, and Allison Riggs, Executive Coach at IMPACT, to talk about what really happens on Alignment Day and why it might be the most important step your company can take. This conversation is not about theory. It is about what unfolds when you bring sales, marketing, operations, and even accounting into the same room, get honest about what is really happening with buyers, and start role playing the moments that make or break trust. Ryan shares the gut-check moment that forced him to confront the gap between what he thought was happening in his sales process and what was actually happening. Allison reveals why she stopped the agenda mid-session to address the elephant in the room, and how that single choice changed the course of the day.

Highlights include:

What makes Alignment Day different from any other meeting

The hidden silos that quietly erode buyer trust

How live role playing exposes the truth faster than any report

Why leadership buy-in sets the tone for lasting change

If you want to see what true company-wide alignment looks like and how to start building it in your own business, this episode is a must-listen.

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Ryan Shutt - CEO, Southwest Exteriors
southwestexteriors.com