Women remain underrepresented in sales and product management roles, two areas that are integral to shaping the direction of organisations. While progress has been made in some sectors, many companies still struggle to attract, retain, and promote women into these pivotal roles. The result is a missed opportunity—not only for gender equity but also for innovation and profitability.
According to McKinsey’s 2023 “Women in the Workplace” report, women hold just 28% of leadership roles in sales and 24% in product management, despite evidence that gender diversity drives business success. Companies that prioritise hiring women into these positions often see stronger financial outcomes, improved team dynamics, and greater innovation.
So, what steps can organisations take to increase the number of women in sales and product management?
1. Rethink Recruitment Strategies
Recruitment processes often unintentionally exclude women. Biased language in job postings, such as “competitive” or “aggressive,” can deter female candidates. Tools like Textio, which help eliminate biased language from job descriptions, can make postings more inclusive.
Furthermore, actively sourcing candidates from women’s professional networks, universities, and industry-specific groups, such as Women in Sales Everywhere (WISE) or Women in Product, can diversify applicant pools.
2. Promote Mentorship and Sponsorship
Women are more likely to advance when they have access to strong mentorship and sponsorship programs. A Harvard Business Review study found that 87% of women attribute their career success to a mentor. Sponsors, in particular, advocate for high-potential women, ensuring they are considered for leadership opportunities.
Programs like Salesforce’s Women’s Network and LinkedIn’s Women in Sales Excellence provide valuable mentorship opportunities for women looking to grow in these fields.
3. Address Bias in Hiring and Promotion
Unconscious bias often affects hiring and promotion decisions. Structured interviews, blind resume reviews, and diverse hiring panels can help minimise bias. Companies like Deloitte have implemented these strategies successfully, increasing female representation in leadership.
Moreover, transparent promotion criteria that focus on outcomes rather than subjective qualities ensure that women are judged fairly against their peers.
4. Create Inclusive Work Environments
Sales and product management roles are notorious for demanding long hours and travel, which can disproportionately deter women, especially those with caregiving responsibilities. Flexible working arrangements, such as hybrid schedules or reduced travel requirements, can make these roles more accessible.
HubSpot is an example of a company that has successfully implemented flexible policies to attract and retain women in sales and management roles.
5. Provide Leadership Training and Development
Leadership training tailored to women can help them build the skills and confidence needed to excel in sales and product management. Programs like McKinsey’s Women in the Workplace or the Center for Creative Leadership’s Women’s Leadership Program are excellent resources for organisations looking to develop their female talent.
6. Champion Female Role Models
Visibility matters. Women are more likely to pursue roles in sales and product management when they see others like them succeeding in these areas. Featuring female leaders at events, webinars, and internal town halls can inspire and encourage aspiring women within the organisation.
For example, Google’s Women Techmakers initiative showcases women leaders in technology and management, providing a platform for their voices to be heard.
7. Measure and Publicise Progress
What gets measured gets managed. Tracking diversity metrics in hiring, retention, and promotions—and sharing progress transparently—holds companies accountable for their goals. Organizations that publicly commit to gender diversity, such as through signing initiatives like the Gender Equality Roadmap, tend to achieve better results.
The Business Case for Change
Research from Catalyst shows that companies with greater gender diversity in leadership are 25% more likely to outperform their competitors. Diverse teams bring fresh perspectives, improve customer relations, and drive innovation.
While systemic change takes time, the steps outlined above can help companies attract and retain women in sales and product management, unlocking both human potential and business success.