As we end March, the International Women’s Day celebrations and Women’s History Month, fostering diversity and inclusion is not just a strategic advantage but a business imperative. As the customer growth expert Janice B Gordon, I foster relationships and support allyship within sales operations as a collective responsibility.
In this exploration, we delve into the current landscape for women in sales, the nuanced role of leadership, and actionable strategies for CEOs, CROs and Sales Leaders to champion allyship and encourage the growth of women and broader diversity in sales.
Understand the Current Landscape: A Call for Change
The statistics tell a story of both progress and persistent challenges. While women constitute 54% of B2B buyers under 30, most business purchases over $100,000are handled by men. In less than ten years, most B2B purchases will be controlled by women.
A study from the Founders Club suggests that women tend to hire other women and diverse teams.
However, a 2019 study reveals that despite being underrepresented (with women making up 29% of the reps and 26% of the sales managers) across nearly all industries, women tend to hit or exceed their quotas but are paid less in salary and commissions over time. (source in comments)
The need for transformation is evident, as reviewed by Mary Shea, PhD and me at the Women in Sales Summit in Napa. We cited Forrester and Outreach research, which suggested a 10% drop from pre- to post-pandemic in the number of women in sales.  The question arises: Why are we moving in the wrong direction?
Leadership’s Crucial Role in Driving Change
While leadership is undoubtedly instrumental in steering organisational culture, it alone is insufficient to drive women’s advancement in sales. Russell Reynolds Associates discovered that men are 2.5X more likely than women to be executives in S&P 100’s top leadership teams. Addressing this gap involves systemic changes to create a stable, profitable, and resilient future for all leaders and organisations. (source in comments)
A paradigm shift toward inclusive leadership is indispensable. This creates an environment where diverse voices are heard and actively contribute to the decision-making processes. Inclusive leadership impacts individual growth and significantly contributes to a company’s success.
The Crucial Role of Allies at Every Level
Allies play a pivotal role in supporting women in the sales industry. By actively supporting and championing gender equality initiatives, male allies help challenge the stereotypes, bias, and discrimination women face in the workplace. Mentorship, sponsorship, and active advocacy for equal opportunities are critical components of change.
Male allies can leverage their privilege to influence the organisation and advocate for women. They are privileged to have a voice to address systemic issues, raise awareness about gender disparities, and advocate for policies that promote equitability. This helps employees contribute to a culture that values diversity and inclusion. (source in comments)
McKinsey’s “Delivering Through Diversity” report underscores that gender-diverse companies are 21% more likely to outperform financially. Therefore, CEOs, CROs and Sales Leaders must actively encourage and recognise allyship within their teams. (source in comments)
Practical Strategies for CEOs, CROs and Sales Leaders: A Thought Leadership Approach
Invest in Acquiring Women Talent:
- Data-Driven Recruitment: Leverage data to understand what it takes to hire women with the proven 21 sales-specific twenty-one core competencies for sales and sales leadership success. Talk to đŸ’¥Janice B Gordon, Customer Growth Expert FISP FPSA, to access this process.
- Transparent Policies: Implement transparent hiring, promotion, and pay policies to ensure gender equity. Read SHE SELLS: Attract, Promote, and Retain Great Women in B2B Sales” by Lori Richardson.
Mentorship and Sponsorship Programs:
- Holistic Leadership Accountability: Hold leaders accountable for fostering a diverse and inclusive environment.
- Advocate for Open Dialogue: open dialogue within teams to foster an inclusive ecosystem.
Educate and Train for Inclusive Behaviours:
- Allyship Training Programs: comprehensive allyship training programs to raise awareness of unconscious biases. Read Women in Tech: A Book for the Guys by Eva Helén.
- Performance Tied to Inclusion Goals: leadership’s performance evaluations to diversity and inclusion goals.
Navigating Challenges: Tips for Women in Sales
For women facing challenges or contemplating a shift:
- Value Yourself and Trust Your Instincts: Recognize your worth. If a company doesn’t align with your values, consider exploring opportunities elsewhere. Staying in a toxic environment undermines your confidence and hinders personal and professional growth.
- Fail Fast and Learn: Treat failure as feedback to understand your ideal working environment. Before accepting a role, interview your potential boss and your bosses boss to gauge their mindset and perspective.
Empowering Women Through Storytelling: A Collective Responsibility
Encouraging women to share their stories is paramount for normalising experiences and fostering a supportive community.
My adapted quote from Madeline Albright:
“There is a special place in (purgatory) for a woman and a man who does not help other women and minority groups”.
I extend Madeline’s sentiment to include men, underlining the collective responsibility to support and uplift all equitably, including women.
Take Immediate and Concerted Action
Invest in acquiring diverse talent, I understand what it takes to hire and keep women in sales, and I do what is necessary to remove the barriers and make it happen. It is not women who are broken but the system that is broken!
The net effect of hiring women leaders is attracting more women and diverse groups who see and believe it is possible in this culture to get rewarded for their efforts. Equity for women is good for all and aligns with your buyers and customers.
Creating a sales landscape that thrives on diversity and inclusion demands a comprehensive strategy and a cultural shift of zero tolerance. By understanding the current scenario, acknowledging the limitations of leadership alone, and implementing actionable strategy, CEOs, CROs and Sales Leaders can pave the way for a transformative future aligned with B2B buyers that brings competitive advantage. Let’s collectively work towards an equitable sales environment that embraces and empowers everyone to succeed.
