Author's Note: In celebration of International Women's Day, this article shines a light on the diverse and inclusive world of tech partnerships, as told by the remarkable women who shared their stories with Journeybee.
We've observed strategic partnerships significantly increasing revenue in B2B SaaS. Beyond the bottom line, how does this trend affect the lives of those involved? To explore this further, we interviewed a range of industry experts from leading tech companies and consulting firms: Emilia Janis, Head of Partnerships at Oneflow; Jen Waltz, a Founder at Imajenative ; Cheryl Barker, Head of Partnerships at Klippa; Ashleigh Auld, Strategic Partner Marketing at Pleo; Malin Holmberg, Head of Partnerships at Simployer; Maureen Loum Ødegård, CEO and Founder at Bridge2Growth, and Paridhi Pansari, Director Partnership at OvalEdge. These women, hailing from various backgrounds and countries, have each cultivated a passion for partnerships that has not only shaped their careers but also their personal lives.
The Power of Connection and Emotional Intelligence
"Working in B2B SaaS partnerships has sharpened how I build relationships, solve problems, and manage priorities—both professionally and personally. Navigating complex partnerships has strengthened my emotional intelligence, adaptability, and ability to create value in every interaction" shares Jen Waltz.
Cheryl emphasises the enduring nature of these relationships: "The collaborative nature of partnerships naturally expands your professional circle, but it often goes further. These connections frequently blossom into genuine friendships, deeply enriching your personal life. In my experience, some of these partnerships have endured for over 25 years, spanning multiple companies I've worked for, a testament to the strong bonds forged."
If you start a career in partnerships thinking it's about expanding your network, but what they don't tell you is how those connections can really fill your life. We've seen partnerships bloom into friendships that have lasted longer than some jobs! These are the things that make it all worthwhile. Perhaps that's the key takeaway when it comes to building successful partnerships and a truly fulfilling career: it's about identifying those individuals who elevate the experience beyond mere productivity and transform it into something genuinely enjoyable.
Creative Problem-Solving and Adaptability
The fast-paced nature of SaaS requires adaptability and a willingness to think outside the box. "Honestly, working in partnerships has completely rewired my brain," says Emilia Janis. "Now, I see potential collaborations everywhere—whether it’s hacking life by coordinating preschool pickups with my best friend or strategically convincing my wife that we definitely need a new carpet (ongoing negotiations, terms still pending)."
This constant need to innovate and find creative solutions seems to spill over into all aspects of life, from the mundane to the more complex. It's about applying those partnership principles - clear communication, finding common ground, and a bit of good-natured negotiation - to navigate everyday situations with a fresh perspective.
This ability to find creative solutions extends beyond the professional sphere. Jen Waltz's story of delivering tequila and tacos to her team during COVID, complete with mariachi music and sombreros, exemplifies this. "Sometimes, the best way to connect is through a little fun, great food, and a well-timed mariachi soundtrack," she notes.It's a reminder that sometimes, a dose of lightheartedness and a willingness to embrace the unexpected can be the key to forging stronger bonds, whether in the workplace or in our personal lives.
Ashleigh Auld highlights the importance of staying agile and embracing new technologies. "One of the most fun and unexpected parts of working in partnerships was diving into TikTok’s social selling campaign - teaching me, as an old dog, new tricks!" she states. "From intimate planning, viral videos to massive live events, partnerships always keep me on my toes!"
This constant evolution of B2B SaaS space pushes us beyond our comfort zones, encourages us to embrace new skills, and ultimately leads to both personal and professional growth.
Cross-cultural aspects of partnerships
In an increasingly interconnected world, the ability to build relationships across cultures is paramount. Ashleigh Auld explains, "Working in B2B SaaS partnerships has shaped how I see the world, especially when traveling. I naturally think about building relationships across cultures, connecting with people from all walks of life, and spotting opportunities everywhere. Partnerships have taught me that strong connections and strategic thinking aren’t just for work - they make every experience richer, ensuring I never make assumptions and connections are more meaningful."
For Maureen Loum Ødegård, collaborating across cultures has made her a better communicator and problem solver outside of work. These experiences highlight how partnerships can broaden our horizons, offering a chance to engage with diverse perspectives and navigate the nuances of international collaboration.
It proves that partnerships can create meaningful connections, showcasing the power of human connection and the transformative potential of partnerships.
Collaborative Environment
In business, like in real life, successful partnerships are built on genuine human connection. Many women in the field emphasise the importance of creating a collaborative environment where authenticity is the biggest driver of organisational culture. This often means embracing the unexpected and finding humor in challenging situations.
For instance, consider the common challenge of technical glitches during virtual meetings. In today's remote-first world, these moments are inevitable. However, it's how we respond to them that can define a partnership. Paridhi Pansari recalls a particularly memorable incident: 'Midway through a high-stakes call, my Wi-Fi decided to betray me, freezing my face in what can only be described as a deeply unflattering expression. Instead of moving on, the partner screenshotted it, turned it into a meme, and dropped it in the chat.”
It's these instances of vulnerability and shared laughter that humanise the partnership process, turning professional relationships into something more meaningful.
Authenticity and Shared Experiences
Ultimately, successful partnerships are built on authenticity and shared experiences. "My long career in partnership sales has been rich with fun experiences, especially connecting with partners outside the office. These moments are where real bonds form," says Cheryl. From DM Awards to Abu Dhabi jeep safaris and London Zoo tours, these shared experiences create lasting memories and strengthen partnerships.
Maureen Loum Ødegård further elaborates, "One of my most unexpected partnership moments was at a tech conference karaoke night, where what started as business discussions earlier in the day transformed into a fun-filled evening of 90s pop hits. That genuine connection translated into a faster, smoother agreement, reminding me that the best deals aren’t always made in boardrooms”.
Final Thoughts
These industry experts are shattering the glass ceiling in the SaaS world, proving that partnerships are about way more than signing contracts.
They bring a unique mix of smarts, heart, and teamwork to the table, creating bonds that make a real difference for everyone involved. These lighthearted stories show just how powerful diversity and inclusion can be in driving innovation and growth. They're not afraid to shake things up, to bring a sense of fun and creativity to their work, and to build a culture where everyone's voice is heard and everyone feels like they belong.
If you're looking into building your career in tech partnerships, make sure to check out our helpful resources:
The Hive Mind: Top 15 Skills To Look For in a Partnership Manager
How to Land a Tech Partnership Job in 2025: Your Guide to Success
.svg){kind=icon}
