From Global Brands to Local Impact: Sales, Leadership & Empowering Women in Tech | Kate Parashina | S4:E6

In Season 4, Episode 6 of Force and Friction Podcast, we sit down with Kate Parashina, a dynamic GTM leader whose career has spanned global tech giants like Google and Shopify, and who now champions local impact and women’s leadership in the tech community.

Kate’s journey is a masterclass in balancing big-brand rigor with small-team adaptability, and her insights challenge revenue leaders to rethink how they build cultures of growth, inclusion, and customer connection.

From the importance of active listening in sales to redefining what success looks like for women in leadership, this episode is packed with perspective and actionable takeaways.

Kate Parashina

A multilingual, international tech and commercial leader with over a decade of experience accelerating business growth through partnerships and sales excellence.

From her start at Google to leading Shopify’s Partner Program in EMEA, and now driving digital sales at Willhaben, she blends global strategy with local market execution.

As an advocate for Women in Tech, startup mentor, Kate is passionate about coaching and empowerment.

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Here are the core areas we discuss in today's episode:

From Global Brands to Local Champions: Finding the Right Fit

Kate’s career path took her from some of the world’s biggest names to supporting local tech communities and scaling startups. She shares how the discipline and process of global brands gave her a foundation for creating customer-obsessed cultures at smaller organizations.

“Big brands taught me discipline. But startups taught me how to build everything around the customer.”

Her approach blends the best of both worlds—process where it matters, and flexibility where it counts.

Listening as a Superpower: Leading with Empathy in Sales

For Kate, sales leadership is first and foremost about listening and observing. In a world obsessed with demos and metrics, she believes that empathy and curiosity are what truly build trust and unlock opportunity.

“Your customer will tell you what they want, if you stop talking and start listening.”

She shares how this mindset has helped her teams not only close more deals, but create genuine, lasting partnerships.

Navigating Leadership as a Woman in Tech

Kate opens up about her experiences as a woman in leadership, especially in the male-dominated world of tech sales. She talks candidly about the challenges of being the only woman in the room and the moments that pushed her to find her voice.

“You have to find your voice and stand in it—even when it’s uncomfortable.”

Her journey is a powerful reminder of the importance of representation and the responsibility leaders have to create more inclusive spaces. 

Building Communities That Scale Impact

Beyond revenue numbers, Kate is passionate about building communities, especially for women in tech. She talks about her work with local leadership networks and how these communities create safe spaces for growth and mentorship.

“It’s not just about the boardroom - it’s about where women can be seen, heard, and supported.”

For Kate, scaling impact means scaling relationships, not just headcount.

Balancing Growth and Wellbeing: A Leadership Imperative

Kate doesn’t shy away from the tough conversations about burnout and the toll of hypergrowth on teams. She argues that the best GTM leaders balance ambition with compassion.

“Growth at any cost isn’t real growth. We have to create environments where people can thrive.”

It’s a call to leaders to measure success not just by ARR, but by the wellbeing and sustainability of their teams.

Final Thoughts

Kate Parashina’s story is a reminder that great GTM leadership isn’t about having all the answers - it’s about creating space for others to show up as themselves.

From building brand-consistent processes to nurturing authentic relationships, Kate’s approach is equal parts discipline, empathy, and impact. If you’re looking for a perspective that blends global experience with local heart, this episode is a must-listen.

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Your Host:

A little about Mike who hosts the show.  Please connect with us on LinkedIn we would love to have you as part of our professional networks.

Mike Midgley is the CEO at 6teen30 Digital and a dynamic digital entrepreneur, nxd, strategist, public speaker, Winning by Design certified Revenue Architect and Host at The Force & Friction Podcast.

Mike has achieved successful six and seven-figure exits over a 30+ year career, raised in excess of £1.6m [$2.5m] in Venture Capital and franchised his businesses 68 times.

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