Borja Martínez from NTT DATA Inc: Stop Treating FinOps Like a One-Time Project
Are you treating FinOps like a one-time project instead of an ongoing value engine?
In this episode of FinOps in Action, I sit down with Borja Martínez, EMEA FinOps Lead at NTT DATA Inc, to explore why successful FinOps starts with understanding your company’s business context, not just its cloud bill.
Borja shared how his unconventional path from 12 years as a professional basketball player to FinOps leader shaped the way he views teamwork, communication, and continuous improvement. He explains why two companies with the same cloud footprint may need completely different FinOps strategies, and why knowing whether your organization sees cloud as a cost center or a growth driver changes everything.
We also cover why cost optimization is never really “done,” how to shift conversations from cost to value, and why FinOps data (even if not the FinOps person) must have a seat at the executive table. From low-hanging fruit to advanced architectural efficiency, Borja brings practical guidance for any FinOps practitioner looking to evolve their program.
Here’s what we talked about:
Why treating cloud optimization as a one-time project is one of the biggest mistakes beginners make
The two types of companies: cost-center vs. growth-engine, and why each requires a different FinOps strategy
How understanding business context and organizational structure shapes your entire FinOps approach
Why “start with the basics” is still the right advice for most companies
Why FinOps data needs to be at the decision-making table, even if the FinOps team isn’t
How to move conversations from cost to value (and why this shift matters to executives)
What professional basketball taught Borja about communication, teamwork, and FinOps executionIf you’re wondering the difference between cost reduction and value realization, you’re gonna want to listen.
Quote of the Show:
“If you are focused only on savings and not on the value, definitely you will need a FinOps strategy.” - Borja Martínez
Connect with Borja:
LinkedIn: https://www.linkedin.com/in/bormartinez/
Website: https://www.global.ntt/
In this episode of FinOps in Action, Borja Martinez, EMEA FinOps Lead at NTT Data, breaks down why so many organizations stall in FinOps; often because they treat optimization like a one-time project instead of an ongoing cultural shift. Drawing from his unique journey from professional basketball to cloud strategy, Borja explains how business context, company structure, and incentives shape the entire FinOps approach. He also reveals why understanding whether your organization treats cloud as a cost center or a growth engine is the key to building a strategy that actually works.
Key takeaway for me was the approach taken by FinOps practitioners based on business context: some companies look at their cloud spend as a cost-center, whereas others as a growth engine. In the former case business does not have high visibility to cloud components, in the latter case investments directly grow the top line and visibility is far higher.