Shifting Perspectives on Women in Technology Leadership
Thryv, a leading software provider, is encouraging businesses to expand their understanding of technology leadership for women in small and medium-sized enterprises (SMEs). According to Elise Balsillie, the head of Thryv in Australia and New Zealand, artificial intelligence is highlighting the technology know-how gained through roles in customer service, operations, and revenue management.
Balsillie points out that many women are acquiring hands-on technology experience in non-traditional roles. As software and automation become essential for managing daily operations, these skills are becoming vital for business success.
She emphasizes that AI is bringing technology choices closer to everyday business roles. In smaller companies, the individuals who choose systems or modify workflows often also handle customer interactions, team leadership, and sales. This development changes the landscape of who we consider to be technology leaders.
“A job title can tell you where someone stands in a company, but their actual work reveals much more about their tech abilities,” Balsillie noted. She advocates for recognizing technology leadership in various contexts, regardless of formal titles.
The Role of AI in Business
Thryv’s recent data reveals that 59% of Australian small and medium-sized businesses (SMBs) and 56% of New Zealand SMBs are already using AI. These numbers illustrate how quickly AI tools are becoming part of standard business practices.
For small businesses, decisions made with AI can influence everything from how customer queries are addressed to which processes can be automated. According to Balsillie, these choices directly impact customer satisfaction, team workload, and overall efficiency.
“AI is changing roles that may not have been traditionally viewed as technology-focused,” she explained. Business owners are now frequently determining how to handle customer inquiries and automate tasks while still valuing human judgement in the process.
Balsillie believes this shift provides a significant opportunity for women who have experience in customer-facing and operational roles. Her perspective highlights the value of understanding how technology can either help or hinder business operations.
A Different Path for Technology Leaders
Balsillie’s career spans various sectors like media, education, and digital transformation, illustrating a cross-functional journey increasingly relevant as technology becomes embedded in all business areas. She argues that smaller companies can serve as excellent training grounds for a new kind of technology leader.
In these environments, the effects of digital choices are often felt immediately. A poorly designed system can frustrate customers, while effective processes can streamline tasks in no time. In smaller businesses, the outcomes of technology decisions are apparent, making the impact of those choices more immediate and consequential compared to larger organizations.
“Technology decisions in small businesses yield quick feedback,” she said. “You learn if a system eases the workload or complicates it. This encourages a deeper understanding of how technology influences customers and overall business operations.”
Rethinking Technology Leadership
Balsillie highlights that in small businesses, leadership in technology can emerge organically. Staff members handling customer relationships may take the initiative to implement tools like CRM systems or automate follow-up processes, even if they don’t hold traditional tech roles. This informal development leads to a broader talent pool for technology leadership, built on real experience and measurable outcomes.
She urges businesses to explore candidates’ past experiences regarding technology decisions and their ability to drive meaningful change, rather than just focusing on conventional educational backgrounds.
“Look at how someone has managed complexity, led change, and delivered results,” Balsillie advised. “Many women are already developing these skills in their current roles.”
Closing the Recognition Gap
Balsillie recommends that companies support women’s advancement in technology by assigning them essential digital projects, including AI initiatives and customer workflow improvements. She believes that accountability and practical experience are crucial to creating acknowledged technology leaders.
Thryv currently supports around 100,000 businesses worldwide, and Balsillie sees the potential for the next generation of women technology leaders to be found in small businesses where technology, customer service, and operational decision-making converge.
“Allow women to take charge of significant tech initiatives and let their results speak for themselves,” she said. “As technology becomes intertwined with customer engagement and business growth, acknowledging the expertise developed in these roles will help foster stronger opportunities for women and provide businesses with leaders who truly understand both tech and their business needs.”
