Marketing and delivering financial coaching services involves sponsoring a website pertaining to financial coaching services, engaging an electronic communications media partner to direct potential customers to the website, and calculating a behavior-based quality rating reflecting the business opportunity value of the potential customer. When the quality rating exceeds a predetermined threshold, the potential customer is associated to an assigned sales agent who determines an interest rating reflecting the importance of the financial coaching services to the potential customer. When the interest rating exceeds a predetermined threshold, the potential customer is associated to an assigned enroller who determines a readiness rating reflecting the willingness of the potential customer to purchase financial coaching services. When the readiness rating for the potential customer exceeds a predetermined rating, the potential customer is enrolled for financial coaching services, oriented by telephone, and receives an ordered sequence of one-on-one financial coaching sessions and financial coaching resources.