Shruti Batra is a seasoned B2B growth marketing specialist with two decades of experience across brand strategy, demand generation, marketing operations, and MarTech. She is the founder and fractional CMO of WhiteSpace Thinking, a firm dedicated to transforming marketing functions for growth-stage companies. Beyond her professional achievements, she is a mother of two and an enthusiast of yoga, crochet, and lifelong learning.
Could you elaborate on the nature of your business, highlighting its purpose and the ways it benefits people?
WhiteSpace Thinking is a B2B marketing transformation firm dedicated to helping growth-stage companies get more value from their marketing investments. We specialize in building high-performing marketing functions by combining effective people and process management with the power of automation and AI. Our mission is to bridge the gap between sales and marketing, demystify the MarTech maze, and create marketing practices that are sustainable, data-driven, and aligned with business outcomes.
What inspired you to start your journey as a coach and entrepreneur? Were there any specific events, challenges, or people that motivated you to take this path?
There wasn’t a single defining moment that pushed me toward entrepreneurship—it’s been a series of experiences and leaps of faith. Over the years, I’ve consistently found joy and growth in doing things I’ve never done before. I’ve taken on roles without prior expertise, faced unfamiliar challenges head-on, and made things work. WhiteSpace Thinking is a continuation of that journey—a belief that magic happens in the whitespace between the known and the unknown.
Looking back at the beginning of your career, what were the major challenges you faced when establishing yourself as a leader/coach? How did you overcome those obstacles?
In the early years, I believed that strong technical skills and execution would be enough to succeed. But as I stepped into leadership roles, I realized that three other dimensions were just as critical—if not more so.
- Domain Understanding
Marketing doesn’t work in isolation—it must solve real business problems. I had to go beyond briefs and dashboards to truly understand the industry context, customer pain points, and the challenges on the ground. Immersing myself in sales calls, operations, and client feedback helped me build more relevant and impactful marketing strategies. - People Management
B2B is a human-driven world. While tools and processes help, decisions are made through trust, relationships, and nuanced conversations. I learned that listening, empathizing, and managing diverse teams—often across cultures and geographies—was critical to building alignment and delivering results. - Business Fundamentals
Early on, I underestimated the role of business functions like finance, HR, and legal. But over time, I saw how crucial they are to sustainable success. Understanding budgets, compliance, and org design gave me the confidence to contribute at the leadership table and build marketing functions that support business growth—not just campaigns.
Would you like to share any remarkable achievement?
[Answer not provided]
Women are a growing force in workplaces worldwide, standing shoulder to shoulder with their male counterparts. What are your thoughts about women leadership today?
Across roles, industries, and seniority levels, people tend to fall into two broad mindsets.
There are those who approach work as a responsibility—they show up, do what’s expected, and move on. They’re consistent, dependable, and focused on getting the job done.
And then there are those who work with fire in their belly. They’re driven by passion, purpose, and the belief that they can shape outcomes. They challenge the status quo, push boundaries, and often achieve what others call impossible.
A growing number of women fall into this second group—not because they have something to prove, but because they know the value they bring. These are the women who are not just occupying seats at the table—they’re redesigning the table, inviting others in, and leading with empathy, clarity, and strength.
That, to me, is the future of leadership. Not just women leading like men—but more leaders, of all genders, embracing the authenticity, resilience, and bold vision that many women leaders exemplify today.
What message/advice would you have for future women leaders and aspiring entrepreneurs?
We stand on the shoulders of generations of women who challenged norms, broke barriers, and carved out space for us in boardrooms, labs, and leadership roles. The opportunities we have today are a direct result of their courage and persistence.
Let’s honor their legacy not just by participating, but by leading with purpose. Be bold in your choices—even if they feel uncomfortable. Speak up even when your voice shakes. Pursue your ideas, even when the path isn’t clear. The world doesn’t need perfect women—it needs real ones who dare to try.
Remember, the actions we take today—how we lead, mentor, and show up—will shape the world our daughters and their peers will inherit. Let’s build one that’s more inclusive, compassionate, and full of possibility.
Please insert website or social media links:
www.whitespacethinking.org
https://www.linkedin.com/in/shrutibatra/
