Share this article

Learn from the brightest minds how to predictably and efficiently grow revenue.

Related Content

Transforming Productivity Metrics with Mike Perrone, Chief Operations Officer at Prodoscore

This week on the Revenue Insights Podcast, Guy Rubin, founder and CEO of Ebsta, speaks with Mike Perrone, Chief Operations Officer at Prodoscore.  In this episode, Guy and Mike discuss data-driven productivity scores, bridging employee flexibility with executive accountability, and how to empower sales teams through actionable insights and tailored coaching.  Mike Perrone is Chief…

Greatest Hits: The Four Pillars of Revenue Operations with Jake Hofwegen, VP of Global Revenue Operations and Enablement at Contentful

In this greatest hits episode of the Revenue Insights Podcast, host Lee Bierton is joined by Jake Hofwegen, VP of Global Revenue Operations and Enablement at Contentful. Jake provides an overview of revenue operations (RevOps) as well as insight into how it can be demystified to create a successful organization. He also explores his experiences…

Building High-Performing Sales Cultures in Technology with Joe McNeill, Chief Revenue Officer at Influ2

This week on the Revenue Insights Podcast, Guy Rubin, CEO of Ebsta, speaks with Joe McNeill, Chief Revenue Officer at Influ2, on how to build high-performing sales cultures.  In this episode, Guy and Joe explore the shift towards person-based advertising, the importance of genuine connections with decision-makers, and the evolving landscape of B2B sales cycles….

 

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

Highlights:

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. 

Subscribe to the Revenue Insights Podcast:

Recommended Episodes: