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Balaji Krish: Align GTM Strategy and Operations for Success

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Amy Cook

Amy Osmond Cook, Ph.D., is a seasoned marketing executive and communications expert, recognized for her innovative strategies in technology, healthcare and real estate marketing. She is the co-founder and Chief Marketing Officer of Fullcast, the Go-to-Market Cloud, and has a proven track record helping multiple high-growth companies move from series A through acquisition (Simplus, 2020; PathologyWatch, 2023; Onboard, 2024). Amy founded and led Stage Marketing as CEO for 15 years, building it into a leading full-funnel marketing firm. With a Ph.D. in Communication from the University of Utah, Amy has authored numerous articles and served as a prominent voice in business and healthcare communities. Her passion for empowering others is evident in her work and community involvement. She and her husband, Jeff, have five children.

    Long before the term “RevOps” was uttered among sales and marketing teams, Balaji Krish was pioneering effective GTM strategies with RevOps-esque leadership at companies like Google and Walmart. His affinity for problem-solving resulted in a proven three-pronged formula for leading successful revenue operations. 

    In the latest episode of Go-to-Market with Dr. Amy Cook, Balaji shares the wisdom behind balancing strategic, operational, and tactical functions to create seamless GTM strategies, and he explains why the zoom-in, zoom-out practice is key for keeping teams aligned, informed, and engaged. 

    Amy: Can you discuss how this formula defines the RevOps role? 

    Balaji: RevOps is the internal partner for the go-to-market functions. 

    I call it a partner because, if used well, you can act as an amazing internal partner for the go-to-market function. So you help them think strategically about their businesses, about their clients, about products, and the product market fit at the same time internally. 

    You can remove many obstacles for go-to-market teams to spend more time in front of clients, which could mean a lot of operational work internally and some tactical work internally. 

    I think of it in a broad, broad way as three buckets for revenue: operations, strategic, and tactical. It could differ from person to person, company to company, stage to stage, and face to face of a company. In my opinion, the ideal mix is 40% strategic, 40% operational, and 20% tactical. It gives a rich RevOps career to people who do that work.

    Amy: What does a zoom-in, zoom-out practice look like? 

    Balaji: You have to zoom out for strategy and then zoom in for tactical. You get a solid, well-rounded RevOps, not just someone who does one thing versus the other but someone who can help you think through your org structure and explore the best way to segment your business, ask what’s the best way to go to market, and, at the same time, think about how we set up our internal go-to-market CRM systems. 

    That’s how I define RevOps as an internal partner to the external go-to-market teams. And if that’s the way teams use it, I think you get the most success. 

    Listen to the full interview here.

    Imagen del Autor

    Amy Cook

    Amy Osmond Cook, Ph.D., is a seasoned marketing executive and communications expert, recognized for her innovative strategies in technology, healthcare and real estate marketing. She is the co-founder and Chief Marketing Officer of Fullcast, the Go-to-Market Cloud, and has a proven track record helping multiple high-growth companies move from series A through acquisition (Simplus, 2020; PathologyWatch, 2023; Onboard, 2024). Amy founded and led Stage Marketing as CEO for 15 years, building it into a leading full-funnel marketing firm. With a Ph.D. in Communication from the University of Utah, Amy has authored numerous articles and served as a prominent voice in business and healthcare communities. Her passion for empowering others is evident in her work and community involvement. She and her husband, Jeff, have five children.