Women in Sales - how can we build a more diverse environment?

Описание: This episode focuses on the importance of women-led communities in sales and how they can drive diversity and empower women in a traditionally male-dominated industry. Guest Marie Claire, Founder of Saleswomen Unite and Co-lead of Women of SaaS – Copenhagen Hub, and host Joakim Steenfos, Co-founder of Radiant, share their experiences and insights on the topic.

Marie Claire explains that she started Saleswomen Unite to connect women in sales, build networks, and provide inspiration through in-person events. After transitioning into sales from a career as a ballet dancer during the COVID-19 pandemic, she found herself lacking a professional network. Encouraged by her female superior at the time, and the lack of a saleswomen community in Copenhagen, she created one herself. The community organizes events featuring inspiring speakers, such as Anne Marie Kindberg, CEO of Altinget, and focuses on empowering women in both B2B and B2C industries.

Marie Claire also highlights the global Women of SaaS initiative, which is open to women across various roles in the software industry. She emphasizes the importance of male allies in addressing the gender imbalance in sales and creating broader awareness of the challenges faced by women in the field.

Joakim Steenfos shares his perspective as a male entrepreneur and CEO of Radiant. He recognizes the gender imbalance in sales and provides insights in the steps his organization has taken to create diversity. These include improving recruitment practices to appeal to a broader audience, forming workgroups with female employees to develop actionable changes, and striving for a more representative workforce. Radiant has increased its female representation from 15% to 25% and continues to work toward further progress.

Both guests agree on the significance of awareness and education in driving gender diversity. Studies from Gong.io and Harvard Business Review demonstrate that women in sales are more likely to exceed quotas and close deals compared to their male counterparts. Sharing such insights can motivate both women to pursue sales careers and leaders to create the inclusive environments that attract the female talents.



Key takeaways
Women-led communities are essential: Networks like Saleswomen Unite and Women of SaaS provide support, inspiration, and empowerment for women in sales and the tech industry.

Diversity benefits organizations: Diverse teams drive better results, improve motivation, and attract talent.

Awareness and action are critical: Education about gender diversity challenges and ways to take small, actionable steps, such as inclusive job descriptions and mentorship programs, can make a significant impact.

Male allies play a key role: Encouraging collaboration between male and female colleagues helps address gender imbalances in sales.


Women-focused communities in sales and SaaS are vital for creating a diverse environment that empowers women in their careers. By creating awareness, supporting such initiatives, and implementing inclusive practices, businesses can achieve better results and build stronger teams. The participants Marie Claire and Joakim emphasize that progress starts with awareness and small, intentional steps, which can drive meaningful change in the sales industry.