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In CASH, renowned digital marketing expert and sought-after keynote speaker A. Lee Judge delivers a masterclass on transforming Sales and Marketing into a unified, high-performing Revenue Machine. Drawing on over two decades of hands-on experience, Judge reveals the four critical keys to breaking down silos and fostering true collaboration between these two essential business functions. The CASH framework - Communication, Alignment, Systems, and Honesty - forms the backbone of Judge's comprehensive approach: - Communication: Learn to speak the language of both sales and marketing to foster unprecedented collaboration. - Alignment: Discover how to unite your teams around shared goals and metrics that drive business growth. - Systems: Harness the power of integrated tech stacks and data-driven strategies to optimize your entire funnel. - Honesty: Build a culture of transparency and accountability that fuels long-term success and customer satisfaction. This book is perfect for Sales professionals eager to grasp smarter marketing strategies, and for Marketers ready to contribute more directly to revenue. Inside, you'll discover how to communicate effectively across departments, align your team's objectives with business growth, leverage systems for higher performance, and build honest, transparent relationships that drive long-term success. With practical insights, actionable strategies, and real-world examples from industry leaders, CASH equips you with the tools to streamline operations and supercharge your revenue generation. Whether you lead a Sales team, manage Marketing, or aim to align both, this book provides a clear, proven roadmap to help your organization thrive. If you're ready to elevate your approach to Sales and Marketing and join the ranks of high-performing organizations that have mastered the art of revenue collaboration, CASH is your essential guide to building a smarter, more powerful revenue engine.
