CASH: The 4 Keys to Better Sales, Smarter Marketing, and a Supercharged Revenue Machine

Description

“Long overdue, here’s a practical and generous book about building a bridge between marketing and sales.” – Seth Godin, Author, This is Marketing

“This book equips everyone—from aspiring business students to experienced executives—with actionable insights for aligning Marketing and Sales. It reveals how unified efforts drive growth and strengthen a company’s competitive edge.” – Dr. Michael Harris, Dean ECU College of Business

“Sales and marketing as true partners…? That’s crazy! Or is it? Lee shows you how.” – Ann Handley, WSJ best-selling author and Chief Content Officer, MarketingProfs

CASH is designed for three specific types of people: those who aspire to excel in Sales, those who are driven to succeed in Marketing, and those who aim to merge these disciplines to enhance business revenue. After reading this book, you will possess a profound understanding of the intersection between Sales and Marketing. You will be equipped to propel your career and business to greater heights by unifying these two critical teams.

The CASH framework is your four-key road map to success. It begins with mastering communication, which ensures that Sales and Marketing work in sync rather than in silos. Next, alignment focuses both teams on shared goals, fostering a unified approach to achieving business outcomes. By implementing effective systems, you’ll streamline processes and create a solid foundation that supports consistent, scalable growth. Finally, upholding honesty builds the trust and transparency essential for longterm success. Each key is crucial, and understanding how to leverage each of them will equip you to drive both your career and business forward.

Success in Sales now requires a solid grasp of marketing principles, while success in Marketing equally demands an understanding of sales tactics.

Whether you are a Sales professional keen to master marketing strategies or a Marketing professional eager to comprehend sales strategies, this book will empower you to excel in your role and profession. Leaders will find this resource invaluable for integrating Sales and Marketing into a cohesive, high-performing Revenue team.