Scaling Advocacy with Automation and Alignment |CMA Podcast

About this Episode

Featured Guest: Alec Hulitzky

On this episode of The CustomerX Files, Alison is joined by Customer Advocacy Operations Lead at Seismic, Alec Hulitzky. Alec shares some thoughtful insights about his career journey from SDR to advocacy and he and Alison dive into the critical role operations plays within customer advocacy, a component of programs often overlooked. They also discuss the value of automation, transitioning existing manual processes and the success it brings to an overall program, including moving away from spreadsheets and ditching multi-step and multi-technology processes. They dive into real‑world approaches for transforming manual advocacy processes into automated, efficient workflows that support sustainable growth.

They explore how leveraging automation tools, streamlining processes, and aligning cross‑functional teams can help customer marketers and advocacy leaders:

• Move away from manual spreadsheets and disjointed processes to scalable advocacy operations
• Implement automation that enhances efficiency without sacrificing personalization
• Improve internal alignment with sales, customer success, and product teams
• Build repeatable advocacy workflows that drive measurable impact

Importance of Scaling Advocacy with Automation

Customer advocacy is rapidly becoming a core differentiator for B2B organizations — not just a “nice‑to‑have” marketing tactic. Scaling advocacy programs requires more than great stories: it takes structured operations, strategic technology adoption, and alignment across teams. This episode offers actionable advice on how to operationalize your customer advocacy efforts so they can support growth, retention, and revenue influence at scale.

Key Topics Covered:

• Operational foundations of effective advocacy programs
• Transitioning from manual to automated advocacy processes
• The role of alignment with sales, CS, and product
• Practical examples of technology leverage and workflow transformation

Who Should Listen

This podcast is a must listen for customer advocacy leaders and program managers, revenue ops and GTM stakeholders, and customer marketing professionals. Anyone interested in learning how to automate customer advocacy and scale customer engagement strategies will want to tune into this episode.