Zubaida Aliyu Calls for Intentional Career Pathways for Women in Tech and Business
Zubaida Aliyu, a seasoned sales specialist with over a decade of experience across multiple industries, has emphasized the critical need for women to be deliberate in creating structured career paths for others. In her role at Zoho, Aliyu plays a pivotal role in driving growth and fostering long-term partnerships within the Software as a Service (SaaS) industry. Her expertise centers on building strategies, playbooks, and frameworks that empower teams to scale effectively, leveraging technology as a bridge for economic empowerment and professional advancement.
Driving Growth in Emerging Markets Like Nigeria
In an exclusive interview, Aliyu outlined her approach to driving growth at Zoho, particularly within Nigeria's large, diverse, and rapidly evolving market. She explained that growth extends beyond mere customer acquisition to encompass long-term relationship management through high-touch engagement, continuous value delivery, and trust-building. "We adapt our pricing to accommodate currency fluctuations while building models that reflect the realities of different sectors," she noted. Aliyu highlighted the importance of enabling businesses to digitize sustainably by meeting them where they are and supporting their transition with appropriate tools and local context.
Non-Negotiables for Sustainable Scaling
When asked about the essential elements for organizations looking to scale sustainably in today's digital economy, Aliyu identified several non-negotiables:
- Data Accuracy and Visibility: Critical for understanding performance and determining next steps.
- Adaptability Within Structured Systems: Playbooks and frameworks must remain flexible to respond to market changes.
- Customer Centricity and Operational Clarity: Ensures growth is both sustainable and repeatable.
Opportunities for Women in the Digital Economy
Aliyu pointed out significant opportunities for women beyond traditional roles, including areas like data science, artificial intelligence (AI), and product management. She also mentioned growth strategy, digital entrepreneurship, and no-code or low-code application development as emerging fields. "Accelerators and knowledge platforms actively support women building careers in these areas, making it easier to access skills and global opportunities regardless of location," she added.
Designing Tech-Enabled Pathways for Women's Advancement
To accelerate women's professional advancement, Aliyu advocated for organizations to intentionally design neutral talent systems that identify high-potential employees based on performance data rather than gender. She stressed the importance of creating clear career progression pathways, providing access to high-impact projects, and investing in continuous learning. "Flexible work environments are essential, allowing women to balance caregiving responsibilities without compromising career growth," she said. Technology can play a key role by enabling transparency and reducing bias in decision-making.
Navigating Barriers in Male-Dominated Sectors
Reflecting on her experiences in competitive, male-dominated sectors, Aliyu acknowledged encountering various barriers. She navigated these by focusing on building strong expertise, maintaining consistency, and letting results speak over time. "I remain consistent in offering my perspectives, contributing meaningfully to decisions, and ensuring successful work delivery," she shared. Staying grounded in value creation and active participation in decision-making has been crucial to her success.
The Role of Mentorship and Sponsorship
Aliyu highlighted the importance of both mentorship and sponsorship in closing the gender gap in SaaS and tech-driven industries. "Mentorship provides guidance to navigate challenges, while sponsorship creates access to opportunities and visibility," she explained. She emphasized that more women need to be intentional about creating structured paths for others, fostering a cycle of support that benefits future generations.
Trends in African Businesses Engaging with Global Tech
Aliyu observed that African businesses are becoming more intentional in their engagements with global technology providers. They seek partners offering local data residency, understanding economic realities, and providing flexible pricing models. There is a shift towards integrated ecosystems of applications and a focus on measurable value, with businesses prioritizing solutions that deliver efficiency, scalability, and long-term return on investment.
Skills for Women to Remain Competitive
With rapid digital transformation, Aliyu advised women to prioritize skills such as a strong understanding and practical application of AI, data literacy, critical thinking, and emotional intelligence. "AI is here to stay, and it's important to leverage language models and agentic systems to improve work efficiency," she stated. She noted that soft skills like critical thinking and emotional intelligence remain essential, as they are capabilities AI cannot replace.
Redefining Success Beyond Metrics
For Aliyu, success transcends revenue and growth metrics. "It's about being present in the process of creating and building things that will outlive me," she said. Success involves impact, the systems built, businesses transformed, and people empowered along the way. The journey matters as much as the outcome, with value creation and legacy being the ultimate measures of achievement.
