Avner Baruch (B.Eng')
Author of 3 GTM books . Designing & building AI Infra for CROs for scalable growth . Founder of Project Moneyball & Studio-Moneyball.io
ex-CyberpionMy background is not limited to one GTM function. Hands-on experience as a GTM Executive with Engineering background
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Eng'), 15+ years inside scaling B2B SaaS revenue orgs across Sales, RevOps, Marketing, Enablement, Customer Success, AM, Product, and Partnerships. I diagnose the real reasons growth is not scaling, then help rebuild the operating layer across Sales, Marketing, Customer Success, AM, Enablement and Revenue Operations. I have built and led Marketing, Sales, RevOps, Enablement and customer lifecycle motions inside scaling B2B SaaS companies. I bring 15+ years of operator experience, an engineering background, and a system-builder mindset to the revenue problems most teams keep treating in isolation. Project Moneyball is the independent GTM advisory practice I founded in 2020. I work with founders, CEOs, CROs, CMOs, CCOs, VP RevOps, Heads of Enablement, and Sales/CS/AM teams to understand what is working, what is not, what can be replicated, and what needs to change. Deliverables: - Win/Loss analysis - Cross-functional GTM audits (XRAY) and full-funnel diagnostics - Customer-base (Pareto) analysis - reverse-engineering data to derive PMF and ICP gaps - Sales and CS operating models, pipeline architecture, KPIs, forecasting, account planning - AI agent orchestration and governance/guardrails for AI in revenue ops - Funnel optimization, ICP refinement, messaging, positioning, revenue architecture - Field productivity and operational scale diagnostics - Onsite and Zoom commercial workshops for Sales, CS, RevOps, Enablement Author of three GTM books on Revenue Intelligence, Enablement maturity, customer lifecycle economics, retention, expansion, and revenue architecture: - Top Sales Enablement Challenges (Sept 2024) - The Multiplier (Dec 2024) - Renewal Is Not a Date (March 2026) Career and advisory work has spanned Sisense, WalkMe, Gong, IONIX, Transmit Security, SecondNature, Connecteam and more. Core belief: companies grow better when they learn to identify and replicate success signals across the customer lifecycle from Expansion back to ICP. RevOps owns the operating layer that makes those signals repeatable across humans and AI agents. ___ GTM Strategy | Revenue Operations | RevOps | Revenue Strategy & Operations | Sales Enablement | Customer Success Ops | Pipeline Management | Forecasting | Account Planning | Field Productivity | Operational Scale | Revenue Intelligence | AI Orchestration | AI Agents in GTM | GTM Engineering | Revenue Architecture | Sales Operations | B2B SaaS
GTM Index
- PROJECT MONEYBALLJOB
- Founder · Author · Project…7M
Founder · Author · Project Moneyball | Growth Partner for CMOs - CROs - CCOs
Project Moneyball
Project Moneyball focuses on diagnosing and strengthening go-to-market systems for scaling technology companies. My work combines GTM strategy, Revenue Operations, and sales execution frameworks to help organizations identify structural gaps in pipeline generation, revenue performance, and cross-functional alignment across Sales, Marketing, and Customer Success. Key areas of focus: • Go-to-market diagnostics and revenue performance analysis • Pipeline architecture and top-of-funnel (TOFU) optimization • Revenue Operations design and GTM operational alignment • Sales enablement frameworks to improve deal velocity and execution quality • Scaling GTM organizations across Sales, Marketing, R…
- Founder · Author · Project…8M
Founder · Author · Project Moneyball | Growth Partner for CMOs - CROs - CCOs
Project Moneyball
Project Moneyball focuses on diagnosing and strengthening go-to-market systems for scaling technology companies. My work combines GTM strategy, Revenue Operations, and sales execution frameworks to help organizations identify structural gaps in pipeline generation, revenue performance, and cross-functional alignment across Sales, Marketing, and Customer Success. Key areas of focus: • Go-to-market diagnostics and revenue performance analysis • Pipeline architecture and top-of-funnel (TOFU) optimization • Revenue Operations design and GTM operational alignment • Sales enablement frameworks to improve deal velocity and execution quality • Scaling GTM organizations across Sales, Marketing, R…
- Founder · Author · Project…2Y
Founder · Author · Project Moneyball | Growth Partner for CMOs - CROs - CCOs
Project Moneyball
Project Moneyball focuses on diagnosing and strengthening go-to-market systems for scaling technology companies. My work combines GTM strategy, Revenue Operations, and sales execution frameworks to help organizations identify structural gaps in pipeline generation, revenue performance, and cross-functional alignment across Sales, Marketing, and Customer Success. Key areas of focus: • Go-to-market diagnostics and revenue performance analysis • Pipeline architecture and top-of-funnel (TOFU) optimization • Revenue Operations design and GTM operational alignment • Sales enablement frameworks to improve deal velocity and execution quality • Scaling GTM organizations across Sales, Marketing, R…
- CYBERPIONJOB
- VP GTM & Revenue Operations8M
VP GTM & Revenue Operations
Cyberpion
Recruited by the CEO to diagnose revenue performance across Sales, Marketing, and Revenue Operations during a critical growth phase. Following the diagnostic phase, promoted to VP GTM to lead Marketing / Rev Operations, strengthen top-of-funnel execution, and align Product, Marketing, Sales, and Customer Success around a unified revenue motion. Key areas of focus: • GTM system diagnosis and revenue performance analysis • TOFU and pipeline engine redesign • Sales, Marketing, and RevOps operational alignment • Sales Enablement frameworks to improve deal velocity and execution quality • Cross-functional coordination across Product, Marketing, Sales, and Customer Success
- Senior Dir GTM & Enablement10M
Senior Director GTM & Enablement
Cyberpion
Multidisciplinary executive with deep expertise across Marketing, Sales, Customer Success, and Product. 💡Turning "Voice of the customer" into refined messaging for Sales 💡Category translation - bridging exposure management, CTEM, EASM, and business risk into narratives buyers actually understand and act on 💡Designing GTM motions that empower our sellers without heavy marketing or enablement infrastructure, optimizing for speed, clarity, and sales adoption 💡Acting as a GTM co-pilot to Sales, Product, CS and Leadership, aligning messaging, discovery, and execution across the entire buyer journey 💡Implementing data-driven funnel diagnostics (Audit) to identify leakage, over-qualifica…
- CONGRESS GEEKSJOB
- Advisory Board1Y 11M
Advisory Board
Congress Geeks
- RAPYDJOB
- Dir of GTM, Enablement & R…2Y
Director of GTM, Enablement & Revenue Ops
Rapyd
👉 Reinforcing GTM methodologies with Holistic Enablement and Sales Training 👉 Built and led two functions from the ground up: Sales Enablement and Revenue Operations 👉 Coaching, enabling & mentoring: Inside Sales, Account Executives, CSMs and AMs 👉 Breaking down complex business problems 👉 Empowering the CEO office with a Deep Dive Business Analysis across the entire business 👉 Ongoing strategic recommendations 👉 Developing GTM strategies & selling systems for new markets and products 👉 Overseeing Operational Excellence & business continuity across the entire customer experience 👉 Creating GTM & Enablement collateral 👉 Pipeline management and optimization 👉 Transitioned Sellers f…
- TRANSMIT SECURITYJOB
- Dir of Sales Enablement1Y
Director of Sales Enablement
Transmit Security
👉 Built & led a new Sales Enablement function from the ground up 👉 Helped leadership to transition the business from On-Premises (ENT) to SaaS 👉 Developed the required selling system for transactional sales 👉 Developed GTM collateral: Sales Playbooks & Demo Scripts, Competitive Battle cards 👉 Sales Training, Sales Enablement & GTM Readiness
- WALKME™JOB
- Dir of Sales Enablement2Y 6M
Director of Sales Enablement
WalkMe™
👉 Built & led a new Sales Enablement function from the ground up 👉 Coached, trained & mentored 200 reps across 10 global offices 👉 Identified our secret sauce and performance benchmark, empowered CRO with a Deep Dive Revenue Analysis that led to a new revenue structure 👉 Measured GTM Adoption & Engagement using Conversational Analysis Created GTM & Sales Playbooks, Demo Scripts, Competitive landscape 👉 Coaching Tier 1 managers & leaders (CSM, BDR, SDR, AEs)
- IMPERVA INCAPSULAJOB
- Head of Sales Enablement2Y 3M
Head of Sales Enablement
Imperva Incapsula
- RADWINJOB
- Dir of Global Sales Enable…5Y 1M
Director of Global Sales Enablement
Radwin
• Leading a global team of sales engineers, trainers and RFI/RFP engineers • Sales Enablement, Pre-Sales Technical & Product Enablement • Channels Enablement • Technical Marketing • Solution Marketing • Global Training Management
- Job: Project Moneyball — Founder · Author · Project Moneyball | Growth Partner for CMOs - CROs - CCOs · 2026-03 – present · 5 mo — Project Moneyball focuses on diagnosing and strengthening go-to-market systems for scaling technology companies. My work combines GTM strategy, Revenue Operations, and sales execution frameworks to help organizations identify structural gaps in pipeline generation, revenue performance, and cross-functional alignment across Sales, Marketing, and Customer Success. Key areas of focus: • Go-to-market diagnostics and revenue performance analysis • Pipeline architecture and top-of-funnel (TOFU) optimization • Revenue Operations design and GTM operational alignment • Sales enablement frameworks to improve deal velocity and execution quality • Scaling GTM organizations across Sales, Marketing, R…
- Job: Cyberpion — VP GTM & Revenue Operations (RevOps) · 2025-07 – 2026-03 · 8 mo — Recruited by the CEO to diagnose revenue performance across Sales, Marketing, and Revenue Operations during a critical growth phase. Following the diagnostic phase, promoted to VP GTM to lead Marketing / Rev Operations, strengthen top-of-funnel execution, and align Product, Marketing, Sales, and Customer Success around a unified revenue motion. Key areas of focus: • GTM system diagnosis and revenue performance analysis • TOFU and pipeline engine redesign • Sales, Marketing, and RevOps operational alignment • Sales Enablement frameworks to improve deal velocity and execution quality • Cross-functional coordination across Product, Marketing, Sales, and Customer Success
- Job: Cyberpion — Senior Director GTM & Enablement · 2024-09 – 2025-07 · 10 mo — Multidisciplinary executive with deep expertise across Marketing, Sales, Customer Success, and Product. 💡Turning "Voice of the customer" into refined messaging for Sales 💡Category translation - bridging exposure management, CTEM, EASM, and business risk into narratives buyers actually understand and act on 💡Designing GTM motions that empower our sellers without heavy marketing or enablement infrastructure, optimizing for speed, clarity, and sales adoption 💡Acting as a GTM co-pilot to Sales, Product, CS and Leadership, aligning messaging, discovery, and execution across the entire buyer journey 💡Implementing data-driven funnel diagnostics (Audit) to identify leakage, over-qualifica…
- Job: Congress Geeks — Advisory Board · 2024-02 – 2026-01 · 1y 11mo
- Job: Project Moneyball — Founder · Author · Project Moneyball | Growth Partner for CMOs - CROs - CCOs · 2024-01 – 2024-09 · 8 mo — Project Moneyball focuses on diagnosing and strengthening go-to-market systems for scaling technology companies. My work combines GTM strategy, Revenue Operations, and sales execution frameworks to help organizations identify structural gaps in pipeline generation, revenue performance, and cross-functional alignment across Sales, Marketing, and Customer Success. Key areas of focus: • Go-to-market diagnostics and revenue performance analysis • Pipeline architecture and top-of-funnel (TOFU) optimization • Revenue Operations design and GTM operational alignment • Sales enablement frameworks to improve deal velocity and execution quality • Scaling GTM organizations across Sales, Marketing, R…
- Job: Rapyd — Director of GTM, Enablement & Revenue Ops (RevOps) · 2022-01 – 2024-01 · 2y — 👉 Reinforcing GTM methodologies with Holistic Enablement and Sales Training 👉 Built and led two functions from the ground up: Sales Enablement and Revenue Operations 👉 Coaching, enabling & mentoring: Inside Sales, Account Executives, CSMs and AMs 👉 Breaking down complex business problems 👉 Empowering the CEO office with a Deep Dive Business Analysis across the entire business 👉 Ongoing strategic recommendations 👉 Developing GTM strategies & selling systems for new markets and products 👉 Overseeing Operational Excellence & business continuity across the entire customer experience 👉 Creating GTM & Enablement collateral 👉 Pipeline management and optimization 👉 Transitioned Sellers f…
- Job: Transmit Security — Director of Sales Enablement · 2021-01 – 2022-01 · 1y — 👉 Built & led a new Sales Enablement function from the ground up 👉 Helped leadership to transition the business from On-Premises (ENT) to SaaS 👉 Developed the required selling system for transactional sales 👉 Developed GTM collateral: Sales Playbooks & Demo Scripts, Competitive Battle cards 👉 Sales Training, Sales Enablement & GTM Readiness
- Job: Project Moneyball — Founder · Author · Project Moneyball | Growth Partner for CMOs - CROs - CCOs · 2020-01 – 2022-01 · 2y — Project Moneyball focuses on diagnosing and strengthening go-to-market systems for scaling technology companies. My work combines GTM strategy, Revenue Operations, and sales execution frameworks to help organizations identify structural gaps in pipeline generation, revenue performance, and cross-functional alignment across Sales, Marketing, and Customer Success. Key areas of focus: • Go-to-market diagnostics and revenue performance analysis • Pipeline architecture and top-of-funnel (TOFU) optimization • Revenue Operations design and GTM operational alignment • Sales enablement frameworks to improve deal velocity and execution quality • Scaling GTM organizations across Sales, Marketing, R…
- Job: WalkMe™ — Director of Sales Enablement · 2018-07 – 2021-01 · 2y 6mo — 👉 Built & led a new Sales Enablement function from the ground up 👉 Coached, trained & mentored 200 reps across 10 global offices 👉 Identified our secret sauce and performance benchmark, empowered CRO with a Deep Dive Revenue Analysis that led to a new revenue structure 👉 Measured GTM Adoption & Engagement using Conversational Analysis Created GTM & Sales Playbooks, Demo Scripts, Competitive landscape 👉 Coaching Tier 1 managers & leaders (CSM, BDR, SDR, AEs)
- Job: Radwin — Director of Global Sales Enablement · 2011-01 – 2016-02 · 5y 1mo — • Leading a global team of sales engineers, trainers and RFI/RFP engineers • Sales Enablement, Pre-Sales Technical & Product Enablement • Channels Enablement • Technical Marketing • Solution Marketing • Global Training Management
- Job: Imperva Incapsula — Head of Sales Enablement · 2016-03 – 2018-06 · 2y 3mo
- School: Sandler Training — Foundation degree
- School: Max Planck Institute for Physics
- School: Coventry University — Bachelor of Engineering (B.Eng.) (Max Planck Institute Grenoble France), Electronics/Physics
- School: visualize -inc — ValueSelling Framework, Selling Skills and Sales Operations
- School: The Zinman College of Physical Education and Sport Sciences at the Wingate Institute — Certified 4x4 Offroad Guide, 4x4 Offroad, touring, guiding and training
- School: HubSpot Academy — Sales Enablement Cerrtified, Selling Skills and Sales Operations
- School: Israeli Naval Academy
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