Breaking Barriers & Building Platforms Session Recap: Key Takeaways from Tonia Coletta, Adrienne Hartman at B2B Online Atlanta 2025

Key Takeaways

1. Allyship often happens when you’re not in the room

All three speakers emphasized the power of internal allies and mentors who advocate behind the scenes. Tonia shared how an unofficial mentor championed her for a first-of-its-kind eCommerce role, quietly influencing leadership decisions for over a year. Adrienne echoed this with a story of a leader who redirected her career decades ago without realizing his impact. Their message: intentionally build relationships across levels and functions, then go back and thank the people who opened doors—because those conversations can shape entire career paths.

2. Women must use AI so AI doesn’t “think like a man”

The panel tackled gender gaps in AI adoption, warning that if women avoid these tools, they also miss the chance to shape and train them. Annu shared practical use cases, from using AI to shortlist eCommerce platforms and draft requirements to interpreting dense technical specs. Tonia uses AI to accelerate product learning and prep for industry-heavy conversations. Adrienne is normalizing AI use across her 100-person marketing team by celebrating AI “wins” and reframing it as an expectation, not “cheating.”

3. AI is a force multiplier for multitasking B2B leaders

As professionals juggling roles at work and at home, the speakers framed AI as a way to reclaim time and sharpen focus on strategic work. From drafting job descriptions to softening email tone or translating technical documentation, AI supports faster decision-making and more confident participation in complex discussions. The panel encouraged experimenting with prompts, trying multiple tools, and treating AI like a collaborative partner—especially for women who may hesitate to adopt new technology.

4. Visibility and voice must be designed into meetings, not left to chance

Beyond conference stages, Adrienne stressed the importance of ensuring women’s voices are heard in day-to-day meetings and project forums. That means intentionally giving the people doing the work—often women—the platform to present to executives, even when they don’t self-advocate. Tonia and Annu highlighted how preparation, industry understanding, and AI-assisted research boost confidence in technical and product conversations, helping women contribute credibly alongside colleagues with decades of experience.

5. Cross-functional allies are built through listening and showing up

To bridge gaps with teams that don’t traditionally collaborate, the panelists rely on active listening, in-person visits, and sharing credit. Tonia described driving an hour to a sales branch to demo their platform, answer questions, and gather feedback—turning skeptics into champions. Annu shared how she and operations leaders pushed through internal resistance to eCommerce and marketplace selling, evolving from conflict to partnership over time. Small gestures—like following up on a colleague’s personal story—compound into trust and influence.

6. Networks and mentors are accelerators, not nice-to-haves

The speakers urged women entering B2B to be intentional about building both internal and external networks. Informal mentors, peer communities, and conference connections provide sounding boards for tough situations and new ideas. Annu advised finding mentors early and often, while Adrienne challenged organizations to match high-potential women with senior leaders in formal programs—and to question why mentor pairings skew male if that’s the case. When in doubt, they agreed: ask for time, ask the “basic” questions, and keep asking.

7. Success is not a zero-sum game for women in leadership

Adrienne closed with a critical mindset shift: leadership opportunities are not a zero-sum game. Treating “the one seat” for a woman at the executive table as the prize can discourage collaboration and peer support. Instead, the panel advocated for lifting each other up—recommending women for stretch opportunities, sharing visibility, and assuming there can and should be more than one woman in senior roles. When one woman advances, it helps normalize and expand what’s possible for everyone.

Why It Matters

This session spotlighted the intersection of gender equity, digital transformation, and AI at a moment when B2B organizations are under pressure to modernize. As companies replatform, implement ERPs, and scale eCommerce, the voices shaping requirements, customer experience, and data strategy have outsized influence on future competitiveness. Ensuring women are adopting AI, leading cross-functional initiatives, and being heard in technical forums isn’t just a diversity goal—it’s a business imperative. The practical stories shared by Hartman, Coletta, and Gupta offer a roadmap for building more inclusive, AI-enabled B2B organizations that are better equipped to serve their customers and adapt to change.

Actionable Insights

• Intentionally build allies: Schedule regular touchpoints with cross-functional partners and mentors who can champion your work when you are not in the room.
• Normalize AI in daily workflows: Use AI for research, drafting, summarizing, and technical translation, and share your wins to inspire broader adoption.
• Design platforms for women’s voices: Proactively invite women team members to present to leadership and lead key portions of project meetings.
• Invest in in-person connection: Visit branches, warehouses, or sales offices to demo tools, listen to feedback, and turn skeptics into long-term champions.