How to Build a Revenue Machine by Aligning Sales and Marketing with Bruce Scheer

The Business Of Marketing

The episode explores how aligning sales, marketing, and product teams through a unified go-to-market narrative can drive better revenue outcomes and improve the customer experience. A. Lee Judge and Bruce Scheer discuss the importance of storytelling, internal alignment, and reducing friction in the buying journey to close more deals and retain customers.

• Defining and aligning around a go-to-market strategy
• The power of a unified sales and marketing narrative
• Challenges in measuring marketing and sales effectiveness
• The importance of buyer experience and reducing friction
• Being audacious and innovative in marketing leadership

Time Stamps
01:15 - Evolution of the podcast and guest introduction
04:20 - Defining go-to-market strategy
10:45 - Aligning internal teams through narrative
18:30 - Measuring success and revenue alignment
26:50 - The role of AI in research and decision-making
33:10 - The need for audacity in marketing
41:00 - The Value Pros mission and buyer experience
52:00 - Pro bono work and social impact

Main Takeaways

• A strong, unified narrative aligns teams and drives better go-to-market execution.
• 59% of B2B buying decisions are influenced by the buying experience, not just the product.
• Pipeline equals permission—consistent results give marketers the freedom to innovate.

Subscribe, share the episode, and connect with Bruce Scheer and Lee Judge on LinkedIn for more insights.

A. Lee Judge is the creator and host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.