In FY24, we covered 2000+ participants across assessment and development interventions for sales teams. These interventions covered participants across multiple industries – Consumer Products, BFSI & Pharma. The female representation across these programs – less than 15%.
Companies across sectors have long struggled to improve the presence of women in sales roles. The situation is slightly better for teams operating on B2B context e.g. bancassurance in BFSI, Key Account or Modern trade in Consumer Products & Pharma.
However, over the past two years, the issue of female representation in sales function seems to be coming back on the talent agenda, especially for larger firms. The drivers seem to be varied. In most cases, it is part of the broader push around DEI. However, many companies, especially with businesses targeting female consumers (Beauty & Wellness, Apparel), this is also an attempt to be closer to their customers.
The issues impacting female representation in sales teams are anything but simple.
We see companies taking a wide range of concerted actions to make progress on this issue.
Given the deeply instituted issues driving this challenge, success requires a comprehensive set of actions addressing multiple facets. isolated action or initiatives, while well-meaning, may not ultimately yield any returns.
We see Boards setting unreasonable targets around female representation which do not reflect the realities on the ground. This is leading to sub-optimal talent decisions on the ground. This may be myopic and may cause more harm on the overall agenda of creating truly diverse sales teams.
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