As a woman in sales, especially in go-to-market roles, I always craved a space where I could just talk shop, share real experiences, and get candid advice from others who’ve walked a similar path. Yes, I’ve had fantastic mentors—both men and women—but let’s be honest: most leadership in this world is still male, so you have to go out of your way to find those connections.
The real spark was a casual chat with our former RevOps leader about the highs, lows, and everything in between of working in this industry as women. She floated the idea of building something just for us, and my gut reaction was, “Hell yeah, let’s do it.”
It was so special to launch this with her. There’s never a perfect time for this sort of thing, but sometimes you just have to rip off the Band-Aid and make space for something that fills your cup. That’s what we set out to do—first for ourselves, then for our teams at Relay, and, ultimately, for the broader Toronto community that’s given so much to us.
That's when Women in GTM was born.
The Community We’re Building
What we’re creating isn’t just another networking event.
The stat that keeps me up at night: women hold only 29% of management roles in revenue-generating functions.
That’s not good enough, and it won’t change unless we’re intentional. Our goal is to make this event a safe, energizing space for women (and allies) to connect, to see different perspectives, and to hear the kind of stories you might never get in your day-to-day, especially in companies where you might be the “only” or one of a few.
It’s about leaving with a new friend, a new mentor, or at least a new idea and feeling like your story matters. And my hope is that the conversations and connections carry on well past the events themselves.
What’s Happened So Far
We’ve now hosted three events under the Women in GTM banner: our kickoff on career planning, one focused on mentorship, and a recent session on the art of saying no.
Each event followed a pretty simple format - keynote, followed by a panel of director-level (and above) women from SaaS and fintech, with open Q&A and plenty of time to connect. The feedback has been awesome. Our NPS is hovering around 8 or 9, with people telling us they just want more time for structured networking. That’s a good problem to have.
So far, we’ve welcomed over 130 folks to the Relay space, made dozens of new connections, and even seen people get hired or find new opportunities through these events. But honestly, the best part is seeing familiar faces at every session—people keep coming back, and that’s how you know you’re building something real.
What Makes It Special
The energy in the room is honestly hard to put into words.
There’s something powerful about being in a space where you don’t have to explain yourself or qualify your experiences. A place where people just get it. Sometimes, someone shares a story and you think, “I’ve felt that exact thing.” Other times, you’re just grateful to see people supporting each other, celebrating wins, and working through challenges together. It’s validating, energizing, and deeply human.
Relay’s support has been next-level with building this event. Not just by giving us a space and budget, but with leadership stepping up to promote the events, help secure speakers, and show up for the conversations.
And the team effort for these events goes so far for the people attending. The feedback I get, sometimes right after the event, sometimes weeks later, reminds me that we’re making people feel seen and heard. That’s special.
What I’m Most Proud Of
That we just went for it, and that it’s still going. It’s easy for events like these to fade away, but we’ve built real momentum and a real community. Seeing people come to all three sessions, getting energized by what we’re doing, and hearing that they’re bringing ideas back to their own teams… that’s what keeps me going. It’s not just an event series—it’s a movement.
What’s Next
We’re reimagining the next chapter now. The plan: three events over the next year, each one building on the last so the themes connect and deepen. We’re also playing with formats - maybe more structured networking, maybe rotating speakers, maybe even partnering with other groups to reach more people and bring new voices into the room. The core will stay the same: keep it real, keep it useful, and make sure everyone leaves with something that fills their cup.
A Note From Our Director of Sales, Nichole Porter
Why This Matters to Me
As a woman of colour in tech—let alone tech sales—I’ve often been the “token Asian girl” in the room. My early career was in a boiler room–style sales floor: wall-to-wall suits, sports banter I couldn’t join in on, and a culture where the schmooze was everything. It didn’t come naturally, so I worked twice as hard to earn my place.
That experience shaped how I lead today. Coaching and mentoring women and minorities isn’t just part of my role—it’s my passion. Networking, mentorship, and learning through others’ experiences can change the entire trajectory of a career, and I want to democratize those opportunities so the next generation walks into rooms where they belong without question.
This community that we’ve built is one way I get to do that. Every time I see ambitious women show up, share openly, and lift each other up, it’s a reminder of how far we’ve come, and how much possibility lies ahead.
