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Auditing the Customer Journey with Penina Shtauber, Marketing Director at ScaleOps

This week on the Revenue Insights Podcast, we are joined by Penina Shtauber, Marketing Director at ScaleOps, Israel’s leading HubSpot partner and Revenue Operations company.

In this episode, Lee and Penina explore ScaleOps’ work providing both revenue operations and marketing operations as a service. They delve into the issues surrounding CRM adoption, how businesses can align marketing and sales, as well as the process of auditing the customer journey.

As Marketing Director, Penina is responsible for leading all marketing efforts at ScaleOps, including company partnerships, brand development, live events and webinars, and content strategy. She has developed marketing operations at over 40 companies ranging from enterprises to SMEs across the HubSpot ecosystem. She is also a member of the HubSpot Partner Advisory Board representing the voice of the partner community when it comes to major decisions for the HubSpot program. 

Time Stamps:

  • 00:49 – From fine arts to marketing: Penina’s story
  • 03:18 – Who are ScaleOps?
  • 04:48 – The common challenges being brought to ScaleOps
  • 08:10  – Why are businesses struggling to adopt CRMs?
  • 12:27 – Diagnosing issues with customer journeys and sales processes
  • 14:04 – Communicating feedback to clients
  • 17:07 – Implementing HubSpot into a global business
  • 22:59 – Aligning marketing and sales
  • 26:47 – Approaching attribution 
  • 28:47 – Penina’s book recommendation: Why We Sleep by Matthew Walker


Developing Flowcharts to Understand Processes

CRM adoption is becoming an increasing problem amongst many sales and marketing teams. Businesses are spending a lot of money on it, but not seeing the value out the other side. According to Penina, there are many reasons companies avoid adopting a CRM, but to aid in adoption, there needs to be alignment across teams from top to bottom in terms of goals and understanding. At ScaleOps, they like to use flowcharts to ensure a common understanding of the process, no matter the business size. 

Using Agreements to Align Marketing and Sales 

As organizations grow, it’s easy for departments to get siloed, which then makes it difficult for them to align on projects that cut across departments. Lee and Penina dig into aligning marketing and sales teams from a marketing operational perspective. At ScaleOps they build out scenarios on what the client might want or need and agree with each team when they would be brought on, ensuring everyone is in agreement to promote alignment.

How to Audit the Customer Journey

When approached by clients who have an issue with their customer journey, ScaleOps begins with an audit to diagnose the true issue. For this, they dig into every aspect in order to see how the process really runs, compared to how it should run. Once they find where the issues lie, they are able to see where the opportunities to improve are. 

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