Changing Norms: The Role of Women in SaaS

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SaaS Article -Women-in-SaaS
At a Glance

Despite the progress achieved in many sectors toward gender equality, women continue to remain underrepresented in business leadership positions. This difference might be attributable, in part, to the fact that not everyone agrees on the value of women in the workplace. Many businesses and industries realize that having women in leadership positions is helpful and invaluable, and irreplaceable. There are many SaaS companies founded by women that are emerging and thriving.      


Great leaders are desperately needed across the world, whether in industry or politics. Despite this, half of the workforce is denied numerous leadership possibilities.

We’re talking about women in positions of leadership.

Despite all of the progress we’ve made toward gender equality in so many areas, women continue to be underrepresented in corporate leadership roles. Women-led businesses account for just 4% of Fortune 500 companies, a pattern that persists across most industries.

This disparity may be due, in part, that not everyone agrees on the importance of women in business. Some feel that women should rise to positions of leadership on their own, while others are unsure what qualifies women for the position.

Many companies and sectors realize that women in leadership roles are beneficial and a priceless and irreplaceable resource in the workplace, the boardroom, the Senate floor, the platform, and at the head of the table.

Changing Trends

There is a development for the better in terms of women leaders in the industry. For example, there is Vimeo’s current CEO, Anjali Sud. She was appointed to the position in 2017 after being the General Manager and head of marketing. 

Another example is Gowri Ramkumar. She is the Vice President- Sales & Customer Success at Kovai.co. 

When it comes to SaaS Product Development and Marketing, a common change we noticed in recent times is that larger groups of women team members are proactively getting into SaaS marketing, having understood its need and relevance in today’s IT industry.

Gowri Ramkumar, Vice President- Sales & Customer Success at Kovai.co. 

She added women are capable of sympathetic thinking. In a position like SaaS marketing, this ability is a plus and adds merit and worth to the employee in the long term.

Speaking about the challenges faced by women in the SaaS sector, she said that more encouragement for women to develop digital solutions and technological skills is required. The government could establish SaaS skill-based programs and new incentives to encourage more women to pursue this sector.

A lot of women in the rural regions might be talented but aren’t skilled enough to help them attain a space for themselves in the SaaS universe. We need to educate them better about loan facilities that can help them attain this space, and we should also be mindful about helping these women grow by introducing classes and courses.

Gowri Ramkumar, Vice President- Sales & Customer Success at Kovai.co. 

Ms. Ramkumar said that people thrive when accepted and know there is an opportunity to grow, based on what we’ve seen and experienced. Nothing can stop us if the female staff of a firm understands the value that they bring to the table and is treated with respect.

With Vimeo, Ms. Sud transformed the whole company in her first 90 days as CEO, with a mission to “create, learn, and influence.”

She decided to return Vimeo to its roots. Instead of monetizing the audience, she opted to transform Vimeo into a software-as-a-service (SaaS) company; offering paid membership plans for artists to use sophisticated capabilities on the platform, therefore boosting the lifetime value of their work.

Ms. Sud redefined Vimeo’s vision and principles that were right for the firm in the long run by completing this vital activity to keep to a single objective and process the changes.

“As a woman, a mother, and a tech CEO, I’m unique in the software world,” she told Forbes of her rise from marketing director to CEO of a publicly listed firm in less than four years. “I’m excited to bring my own perspective and flair to the industry. It’s going to be fun.”

In May this year, Vimeo became public after a spinoff from its parent company InterActiveMedia Corp (IAC).   

Not just Ms. Sud and Ms. Ramkumar, many women have started to make their mark in the SaaS sector. 

Here’s a list of five SaaS/ Enterprise companies founded by women,

Name: Spetik

Founder(s): Melanie Fellay and Zari Zahra 

Spekit is the premier in-app digital enablement and learning platform that enables employees to learn new technologies and handle process changes by providing real-time access to answers and enablement resources. Melanie Fellay and Zari Zahra started the firm in Denver, Colorado, in 2018.

Name: Skilljar

Founders(s): Sandi Lin and Jason Stewart

Skilljar is a learning management system (LMS) that helps businesses enroll and retain clients. Sandi Lin and Jason Stewart started the firm in 2013 in Seattle, Washington.

Name: Landit

Founder(s): Lisa Skeete Tatum

Landit is a digital platform for women in the workplace that enables and engages them. Lisa Skeete Tatum started the firm in 2014, and it is based in New York, NY.

Name: BlackLine

Founder(s): Therese Tucker 

BlackLine is a provider of enterprise finance software that automates the whole financial closure process. BlackLine, based in Woodland Hills, California, was founded in 2001 by Therese Tucker, who currently serves as the company’s CEO.

Name: Hearsay Systems

Founder(s): Clara Shih

Hearsay Systems enables financial advisers to communicate with customers in a compliant manner via email, SMS, social media, the web, and other means. Clara Shih, the current CEO, started the firm in 2009 in San Francisco, California.

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