From CRM to leading DACH operations at BE-terna: Tatjana Klingebiel on trust, empathy, and leadership

Can you tell us a bit about your career and how you came to your current role at BE-terna?

After many years in the CRM industry, I joined BE-terna in 2019. Since 2010, I had worked for a CRM software provider and held several different roles, starting in sales support and later moving into sales and pre-sales. After almost nine years, I decided it was time to take a new path. 

Through a fortunate coincidence, a colleague approached me about a pre sales position at BE-terna. The CRM business line needed support, and after several conversations, I eventually joined as Head of Pre-Sales.

Shortly after I joined, the coronavirus pandemic turned everything upside down and we had to quickly adapt to new ways of working. During this time, I was also offered the role of Head of Sales, which I took on for two years alongside my pre-sales role. Working closely with the sales team during that period created strong connections that continue to this day.

In 2022, I stepped into the role of Business Line Manager for CRM, taking full responsibility for the strategic and operational development of this business line. It was an exciting growth phase in which we expanded our portfolio and strengthened the team.

In 2025, I was given another extraordinary opportunity: to take over the operational units in the DACH region at BE-terna. This step marked the next stage in my professional development. My area of responsibility thus extended beyond CRM and offered me the chance to contribute to operational excellence and collaboration across multiple business areas. 

How did you get into the IT or software industry?

My interest in technology started quite early. Like many people of my generation, I grew up with the first home computers. It began with a Commodore 64 and later my first own PC, a 386, which was something special at the time. Those experiences sparked my curiosity about IT.

Interestingly, my focus in school was not on IT but on languages. English and French came naturally to me, which led me to train as a foreign language correspondent. Alongside English and French, I also studied Spanish and gained a foundation in business administration.

After finishing my training, I worked in several different roles before starting my career in the medical technology industry in 2005.

My professional path then changed unexpectedly when I was involved in a serious car accident. The accident had a major impact on my life and meant stepping away from work for several years. During my rehabilitation, however, I discovered a new passion: web programming. I began working with PHP, learning about databases such as SQL, and even developing small online games. This new interest ultimately opened the door back into professional life.

By chance, I found a position as a sales assistant at a CRM software provider. There, I witnessed the shift from paper-based files to digital customer management systems. I still remember the moment when a customer called and their information appeared automatically on the screen. That moment made me realize how powerful CRM systems could be in improving customer communication. From that point on, I knew the IT industry was the right place for me.

What challenges have you faced as a woman in the IT industry?

Of course, there were challenges and obstacles along my career path. However, I never felt that these difficulties were related to my gender. Career paths are rarely linear, and detours or setbacks are often part of the journey. For me personally, being a woman in the IT industry never played a defining role.

In general, I am not a big supporter of categorizing people based on gender. In the end, we are all simply people. What matters most to me are the skills and competencies that each person brings

I strongly believe that society benefits when we stop evaluating people according to traditional gender roles.

Of course, I know that other women may have had different experiences and may have encountered prejudice or discrimination. But in my own experience, the focus has always been on the person and their abilities. Looking ahead, I hope we continue moving away from outdated stereotypes and instead focus on individual expertise and strengths.

What advice would you give to women pursuing a career in IT to help them overcome potential obstacles?

One important piece of advice is to be aware of your own boundaries and communicate them clearly. At the same time, women should not hesitate to bring their strengths into their professional roles. Qualities such as empathy, openness, and strong communication skills are often valuable leadership traits. However, these strengths can sometimes lead to blurred boundaries if we are not careful. That is why it is important to find a balance between personal connection and professional distance.

Another important point is to set clear boundaries when it comes to inappropriate comments or behavior in the workplace. Such situations should be addressed directly and, if necessary, escalated to human resources. Clear communication and consistent action are essential for maintaining a respectful work environment.

At BE-terna, I have experienced that such topics are taken seriously and addressed quickly.

It is also important to look for companies that foster open and respectful cultures rather than traditional hierarchical structures. In organizations like this, people are valued for their abilities rather than their gender. In such an environment, you are not reduced to being the “quota woman,” but can grow authentically and build your career.

How does BE-terna support women in IT, and what initiatives are in place to create an inclusive and supportive work environment?

As a woman in a leadership role, I manage a business area while also balancing a busy personal life with two children and three dogs. In many companies, unexpected personal obligations could become a challenge in such a position.

At BE-terna, however, I experience a culture that shows understanding for situations like these, whether they involve children, pets, or personal emergencies. Even during difficult personal situations last year, I always felt supported and trusted by BE-terna.

This culture of trust and flexibility makes it possible for women to take on leadership roles while maintaining a healthy balance between their professional and personal lives. It is a culture that repeatedly sends a clear message: "Do your thing, we trust you."

How do you experience the company culture at BE-terna in terms of diversity and equal opportunities, especially for women in technical roles?

The corporate culture at BE-terna is shaped by a strong understanding of diversity, equal opportunities, and the importance of life outside work. People are seen as individuals with their own needs and experiences, and that perspective shapes how we work together regardless of gender, background, or personal circumstances. I still occasionally feel the effects of my accident, and that is respected as well. This kind of understanding creates an environment where people are valued as individuals, not just as employees.

One key element of this culture is the recognition that life does not always align perfectly with work schedules. This mindset is reflected not only in flexible work models such as Flexwork but also in the overall attitude within the company. There is a shared understanding that life exists beyond work and that it deserves respect.

Traditional role models no longer fit the modern workplace. What matters are performance, commitment, and individual competencies, not gender or personal circumstances.

A good example is one of my team members who recently returned from parental leave and is now expecting another child. Of course, situations like this can create organizational challenges, but they are also a reason to celebrate. I know she is a valuable member of the team and will return with new energy after her next parental leave. 

For me, the key is not to see work and life as opposing forces but as parts of the same reality that should support each other.

How would you describe your leadership style, and what principles are especially important to you as a leader in your team?

My leadership style is strongly shaped by flat hierarchies and open communication. It is important to me that every team member feels heard and respected and that we work together to solve problems.

Empathy plays a major role in how I lead. I always try to understand the concerns and challenges my team members face.

For me, leadership is not about being tough or distant. It is about being authentic and building on your own strengths.

For women in leadership positions, I believe it is essential to rely on their own strengths and empathy instead of trying to fit outdated role models.