This source is an audio transcript from “The Value Pro Show” featuring host Bruce Sheer and guest A. Lee Judge, a seasoned expert in sales and marketing alignment and author of “Align Your Revenue Team for Success with CASH.” The conversation centers around the dramatic shift in the buyer’s journey, where customers now conduct extensive research independently before engaging with sales. Judge introduces his CASH framework (Communication, Alignment, Systems, and Honesty) as crucial elements for bridging the gap between traditionally siloed sales and marketing teams. The discussion explores the necessity of breaking down these silos to create a high-performing “revenue engine” that caters to the modern buyer’s self-directed journey, emphasizing the importance of shared understanding and collaboration to drive revenue growth.
