Stop Treating FinOps Like a One-Time Project ft. Borja Martínez, NTT DATA Inc. | Ep #45

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 execution

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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

Links:

• LinkedIn: https://www.linkedin.com/in/bormartinez/
• Website: https://www.global.ntt/

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