Ever wonder how someone ends up in a career they never planned for—but turns out to be exactly where they’re meant to be? This is one of those stories.
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From fashion school in New York City to shaping go-to-market transformation at a global engineering simulation software company, Nicole Farina’s professional journey as a GTM transformation strategist is marked by unexpected turns, career reinvention, and a passion for building systems that empower people.
During this episode of Go to Market with Dr. Amy Cook, Nicole explains how she discovered the importance of strategy, empathy, and the long game when it comes to real organizational change.
Here are some highlights from that interview:
Amy: You’ve said that one of the most overlooked elements in enterprise transformation is the importance of starting with strategy before jumping into implementation. I love this approach because it balances agility with intention, which you call “planned agile.” Can you expound on that?
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Nicole: You can only move somewhere if you know where you’re going. So before we move fast, let’s talk about what the North Star is… It’s not just about a shiny new tool, but how that tool fits into the larger tech stack, the customer journey, and the internal journey. It’s not about being slow; it’s about being right.
We focus on three key areas—process transformation, workforce transformation, and data governance—to deliver our biggest initiatives. RevOps leaders consistently separate systems, business process change, and data, because they each play a distinct role in strategy and execution.
Amy: What makes a great RevOps team?
Nicole: Strategic thinking, curiosity, and the ability to connect the dots across the entire go-to-market engine. On my team, we have roles like process architect—people who may be experts in a specific area, but they see the big picture. They understand how the whole engine works. Whether it’s change analysts, data analysts, or business analysts, each role is built around the mindset of analyzing, anticipating, and enabling better outcomes.
Click here for the complete interview.
