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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 TechKate 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 ImpactBeyond 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 ImperativeKate 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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