Women in Saas Industry in 2022: The Time is Now for Women in SaaS Sales

Women in Saas
  • by WSI Editorial
  • May 30, 2022
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  • Category: ,

As more and more firms migrate online, the internet has hastened business transformation. SaaS technologies like Intercom are at the edge of this transition. Women in SaaS Sales have their potential now. Consequently, it’s a fascinating time to be in the SaaS industry.

There’s plenty of possibility for professional advancement, progress, and experimentation as we uncover new ways to assist even more businesses. In creating emotional relationships with their consumers, even on a global internet scale. This is what brings the need for women in SaaS sales and marketing. It has been confirmed for both our R&D and customer-facing technical staff. 

According to a Harvard Business Review study, socially diverse employees are more productive and proactively develop more novel ideas and products than a homogeneous workforce. However, the hiring trend in the SaaS sector is: 

48% of women in STEM positions report discrimination in hiring and recruitment.

  • Women who specialize in computer science or technology, whether black or Hispanic, are less likely than white women to be hired into technical positions.
  • Gender prejudice is cited by 39 percent of women as a major cause for not getting promoted.
  • At their current workplaces, 66 percent of women say there is no obvious way forward for them.

If you are discouraged by the above figure, do read these. Michelle Obama’s uplifting book, Becoming, is highly recommended for women in all fields. Sheryl Sandberg, Facebook’s COO and author of the book ‘Lean In’ about women’s perseverance to lead, and Patty McCord, Netflix’s former Chief Talent Officer, wrote a book ‘Powerful’ about human resources and corporate culture. Grit by Angela Duckworth is another excellent book that demonstrates the power of passion and perseverance.

Related post: How To Expand The Influence Of Women In Sales?

Women as Chief Marketing Officers in the SaaS sector 

Women marketers leaders can guide a younger breed of successful marketing that improves their organizations from within, whether they accept the position of CMO or CMTO—given how this profession uniquely blends the theory and practice of marketing.

The CMTO’s principal role will impact technology buyers across the organization; help set strategic vision; and help steer decision making in designing, manufacturer, architecture, marketing, business growth, HR, and customer success as the position with the proximity detectable heartbeat of the market. The CMTO, in other words, is a position with significant decision-making authority.

CMO in SaaS

Sydney Sloan has been the CMO of Salesloft since 2018. She is a digital investor and adviser with extensive expertise in strategy, product management, and user experience. She has a good track record of establishing global teams and is frequently singled out for specific appreciation in terms of her administrative talents within the industry, serving as an adviser to ABM network Folloze and sales automation gurus Marketo.

Related Post: Managing Your Mental Health in Sales

Georgiana Laudi is a SaaS marketing leader. When she led the marketing team in Unbounce, it grew its income by 864 percent in only three years. They went from $1 million to $15.6 million in annual periodic revenue with no substantial capital in only five years. Georgiana now works as a marketing executive for hire with Elevate. She also co-founded the enormously successful Forget The Funnel. She encapsulates her knowledge into beneficial assets for SaaS marketers looking to level up by becoming strategic leaders through free sessions and in-depth training.

Women in SaaS Sales: Indian Scenario 

According to Bain & Company’s India SaaS Report 2020, Indian SaaS enterprises will make profits of $18-20 billion-plus and hold a 7 to 9% market share in the global SaaS industry by 2022. Women have played a significant part in this development. Women are not only contributing to this progress by actively participating in diverse positions, but they are also adjusting to the necessary responsibilities.

Employees in SaaS brand development must constantly upgrade and refresh themselves with the newest technologies and courses to be productive. Women are born with this learning attitude.

We need to realize that women make up about 35-40% of the workforce in SaaS globally. This diversity allows businesses to expand their capacities. Many women leaders use new-age digital skills like AI/ML, cloud computing, advanced analytics, and big data to establish their own SaaS enterprises, which can be seen in any leadership capacity.

Women SaaS Leader

What does the woman SaaS leader say?

Gowri Ramkumar, VP of Sales & Customer Success at Kovai, states that a typical development we’ve witnessed in recent years is that many women are actively entering into SaaS marketing, seeking to grasp its necessity and relevance in today’s IT business.

She further stated that women might think sympathetically. This talent is a benefit in a profession like SaaS marketing, and it adds value and quality to the person over time. Many women in rural areas are bright. But they lack the necessary skills to let them carve out a niche in the SaaS world. We need to better educate them about credit solutions that can support them get into this sector. And we also need to be conscious of how we can assist these women in thriving by offering workshops and courses.

Leela Srinivasan is the CMO of SurveyMonkey and is highly renowned for her exquisite detail and analytical marketing skills. She was recently revealed as the youngest addition to Upwork’s board of Directors.

Women in SaaS

Leela brings a plethora of skills and knowledge to this post, having vast experience in the complete spectrum of marketing activities at recruiting platform Lever. She has a solid understanding of the marketplace and the particular difficulties it brings to the organization.

Tara Robertson’s excitement for SaaS is matched only by her desire to promote modern, customer-centric marketing strategies inside it. Her ascent has been solidified by tremendously outstanding results for Sprout Social, which has doubled the income objectives they set for them in the first year. A proponent of the “Jobs to be Done” approach.

A fresh perspective on SaaS Sales strategy 

Visionary insight or a Master’s degree in strategic management isn’t necessarily crucial for innovation. People with a unique viewpoint or those who have needed a specific solution and found existing software deficient in one way or another are frequently discovered to have it. It might include everything from language support to customized bill payments to specialized features and customer experience.


External factors might have an impact on the culture of a SaaS organization. It reaches various audiences that any corporation would be lucky to cultivate. Clients’ backgrounds, locations, and languages become more diversified, creating a once-in-a-lifetime potential for large-scale worldwide expansion.

A diverse workforce has a strategic impact on the trajectory of operations, the processes that lead to success. And the ability to showcase an appealing software firm to new workers, business associates, and technical leaders.


Team members of various cultures contribute a hitherto untapped insight, global perspectives, anecdotes, and mentality. Their different upbringing, social experience, beliefs, and morals might catalyze new and creative ideas inside the organization, particularly in the SaaS industry.

Increasing demographic targets

It’s critical to remember that a SaaS company’s purpose is to make its goods available to people worldwide. Most of the time, these businesses concentrate on well-defined markets wherein the desire for their products is recognized. And established where most of their customers are situated.

Secondary market participants that haven’t been identified become a goner in this case, precisely when there is nothing to make a connection between software and customers. Who don’t realize they need it, don’t speak its language, or aren’t aware of its presence.


Focusing on consumer success proactively for a successful B2B SaaS business will help you decrease churn. And boost product uptake and retention, and improve upsell chances.

It has become clear that organizations must go beyond customer service—answering queries and resolving urgent issues—to customer success—working to reduce customer churn, improve customer experiences, and offer more value from your products. Therefore, the time is now for women in SaaS sales.