The specialty IT channel, a dynamic and fast-paced industry, has historically been a predominantly male field. However, today, a new generation of female leaders is not only participating but actively shaping its future, creating inclusive networks, and redefining what success looks like.
To understand this shift, we spoke with BlueStar Marketing Specialist Sarah Schlueter, a rising leader known for her energy and advocacy. Whether she's managing projects for many vendor partners, traveling to roadshows and key events, or sharing her expertise with students, Sarah is a prominent voice championing women within the industry. Her insights offer a valuable roadmap for young professionals looking to maximize their impact and stand out.
🚀 Setting the Bar High: The Power of Shared Experience
Attending the Women of the Channel (WOTC) West 2025 conference in May crystallized the power of community and building purposeful networks for Schlueter.
"As the first women's conference I had attended in this channel, it set the bar extremely high!" she shares. "With amazing keynote speakers and breakout sessions throughout the day, I filled pages of a notebook with wonderful takeaways and set personal and professional goals."
She wasn't alone in her enthusiasm. Other attendees echoed the sentiment, with one noting, "[It] opened awareness on things I often don't think about or realize that opportunities are there." Another shared, "From fearless leadership and wisdom to really talk about resilience, we walked away inspired, empowered, and ready to lead with courage."
💡 A New Playbook: Core Principles for Women in the Channel
In attending numerous events centered on female leadership, Schlueter has gleaned several core themes that serve as a powerful playbook for women navigating the industry.
Community Over Competition - "It is easy, especially in this industry, for women to be pitted against each other," Sarah notes. "But we can absolutely build all women up at the same time. There is room for all, and let’s keep making room!"
The Power of "No" - "IT’S OKAY TO SAY NO!" she emphasizes. "As women, related to the channel or not, we tend to take on more and more responsibility because our capacity can stretch and stretch. However, saying no is a beautiful thing and should not be shamed. Boundaries are always important."
Create—and Take Up—Space - "Don’t be afraid to speak up!" Schlueter urges. She acknowledges the industry's demographics not as a slight, but as a call to action. "It’s no secret that this is a predominantly male industry. I say this to inspire other women to create and take up space. We all have wonderful, unique perspectives; let them shine through your knowledge, experience, work ethic, and all the other traits that carry us through our careers."
🤝 Where to Build Your Support System
Finding and fostering these positive interactions is crucial. Schlueter is actively involved in several organizations dedicated to this mission.
-
Women of the Channel (WOTC) Leadership Network: After her positive conference experience, Sarah joined to continue fostering growth among women in the tech channel.
-
RSPA (Retail Solutions Providers Association): Her involvement with the RSPA has deepened this year after being nominated as a NextGen 50 under 40 Rising Star. "I am currently participating in a virtual leadership boot camp and can’t wait to explore more ways I can get involved!" she says.
-
Internal Initiatives: Schlueter also had the opportunity to plan and organize the annual Women in Technology (WIT) event at VARTECH 2025 in the Bahamas. "I was struck by the excellent turnout we had!" she beams. "Each year, we host this event to celebrate the women in the channel... we hear you, we see you, and we will continue to celebrate you!" Encouraging women to network, collaborate, and share their stories isn't just for significant industry events, though. Sarah has taken an active role in planning multiple "Ladies of BlueStar" meetups, which allow employees to engage in fun, local bonding activities.
🔑 The 'Secret' to Unlocking Larger Roles
When asked about the most critical step for helping women transition into larger organizational roles, Schlueter's answer is immediate and passionate.
"Network, network, network…and then do it some more!"
She clarifies that this clicked for her only in the last few years. "Wow, who knew just talking to people and building connections would take you places?!" she laughs.
But her key insight is how to network. It’s not just about business.
"This does not mean ALL BUSINESS ALL THE TIME! It simply means truly getting to know people — whether it's business, personal, their favorite sports team, the name of their golden retriever, or where their kids attend college, etc.
It really is so crucial... and, pardon my language, but actually give a s*** when getting to know people. People are very attuned to whether you are trying to develop business or a relationship. Show up, listen, and care."
It’s a sentiment that echoes a core value of the channel, and one that became a motto at this year's VARTECH, which Sarah reiterates: “People are the KEY!”
