In a world where connections are everything, the right partnership can elevate a business from merely surviving to truly thriving. But successful collaborations don’t just happen by chance—they’re the result of shared values, complementary strengths, and a mutual commitment to growth.
We’ve tapped into the expertise of 25 female leaders to create a playbook for mastering the art of collaboration. These women reveal how finding partners who resonate with your mission and offer unique expertise can lead to transformative outcomes—often in ways you never expected. Whether you’re established in your career or are at the start of your journey, we hope these insights inspire you to make collaboration your superpower. See their advice and experiences below:
Confirm the partner practices what they preach
Liane Agbi, Founder and CEO of BAUCE Magazine, creates and curates content that helps Black women learn how to build wealth and achieve financial freedom through entrepreneurship.
What I look for in a partner: I first check to see if we have aligned values: financial literacy, women’s empowerment, and the power of entrepreneurship. I also always check to see if the collaborative partner “practices what they preach” or whether they have been active about executing on their core values. Oftentimes, people will say they are passionate about uplifting women but won’t truly invest in initiatives that do so.
How my business has benefited from collaborations: It’s allowed us to increase our reach and audience. In the early days of running BAUCE Magazine, I often co-sponsored in-person events with organizations that shared the same desire to uplift women of color economically. Coming together to host an event allowed new groups of women to learn about my magazine and express their interest in getting featured, join our mailing list, or even contribute to the publication. Although it was an investment of money and time to co-host these events, the in-person connections with new people who fit our target audience always led to an increase in new email subscribers that ultimately led to more traffic to our website.
Look for values alignment
Marika Frumes, Founder and CEO of Mysha, supports women in their transition to motherhood by curating intimate connections and facilitating experiences in person and virtually.
What I look for in a partner: Values alignment. We always start with, “Will this brand solve a problem for our discerning member base? Are they thoughtful in their approach and in the products they’ve used?”
How my business has benefited from collaborations: Not only do partnerships encompass half of our business model, but collaborations with relevant brands are fun and helpful for our members. These partnerships expose our members to the companies we’ve vetted and know would be beneficial to them. Everyone loves discovering a new product, especially when it’s already been vetted. These days, I can’t remember the last time I tried a new product outside of a Mysha event. Plus, who doesn’t love leaving an event with an awesome swag bag?
Prioritize complementary expertise
Leah Dergachev, Founder of Austley, a PR and communications agency that focuses on innovation and impact, specializing in crafting compelling narratives.
What I look for in a partner: Complementary expertise and aligned values. We look for partners who not only expand our service capabilities but also share our commitment to supporting mission-driven businesses.
How my business has benefited from collaborations: By strategically collaborating with entrepreneurs in complementary fields, we’ve been able to offer our clients a more comprehensive suite of services. This approach has allowed us to secure contracts with clients seeking a one-stop solution for their marketing and communications needs, even in areas beyond our primary expertise. These partnerships have not only broadened our service range but also contributed to our business growth by enabling us to take on larger, more diverse projects.
Look for similar mindsets
Emma Tessler, Founder and CEO of Ninety Five Media, a digital marketing agency working with founders to create high-converting content to 3X their business.
What I look for in a partner: A similar mindset when it comes to serving clients, ethics in their work, and complementary markets where our services could benefit the same brand.
How my business has benefited from collaborations: Last year, I joined a group of fellow female agency owners on Slack. It has made the most significant impact on my business and mindset. This group has created collaborations of all forms—meeting new clients, bringing these women into client work I have, making new hires, and joining communities. Fourteen of us even flew across the country to all meetup and mastermind in person, collaborating on new ideas, ways to scale, and innovate processes.
Seek partners who have a complementary audience
Catalina Parker, Co-Founder of Relatable Nonprofit, empowering growth-driven people with nonprofit hearts to succeed in consulting.
What I look for in a partner: We seek collaborative partners who share our values and have a complementary audience. This ensures both mutual growth and a successful partnership.
How my business has benefited from collaborations: Our business has grown from partnerships with nonprofit tech companies. By delivering webinars and writing blogs for their audiences, we’ve gained access to new networks. In return, these platforms leverage our expertise to educate their communities. It’s a direct exchange of value that has expanded our reach and reinforced our presence in the nonprofit sector.
Look for aligned values and seamless workflows
Brittany Woitas, Founder of Kōvly Studio, a brand and marketing agency for experience-driven brands.
What I look for in a partner: Not only do our collaborative partners need to have similar core values, but they also need to prove that they can deliver an elevated experience so our clients feel that same sense of trust and assurance that our own team delivers.
How my business has benefited from collaborations: Not only do collaborations open up endless opportunities to elevate the impact you can have with your clients, they can also serve as additional, passive revenue streams to support your company’s profitability and success.
Get aligned in your target market
Elizabeth Entin, Founder of Why Get Wasted, helps events and businesses reduce waste.
What I look for in a partner: People who align with the values of sustainability and support developing startups. A similar target market is always helpful.
How my business has benefited from collaborations: Collaborations are the backbone of my business. I hosted a panel during tech week: Innovative Solutions to Climate Change. The panelists included six founders with climate-based companies, and the event featured low-waste brands such as snacks provided by PreCycle, cups by CupZero, and coffee by Cometeer, all of whom sponsored. The synergy between the participants, brand sponsors, and interested audience led to new business and clients for the majority of us involved, as well as a strengthened community.
Prioritize a willingness to connect
Catharine Montgomery, Founder and CEO of Better Together, galvanizes positive change for purpose-driven organizations through creative strategies, messaging, and branding.
What I look for in a partner: Aligned values, complementary expertise, and a willingness to connect. We seek partners who share our commitment to social justice, diversity, and inclusive marketing.
How my business has benefited from collaborations: Working with organizations like ProGeorgia and Climate Power, we’ve tackled critical issues such as voting rights and climate change, leveraging combined expertise to achieve greater visibility and influence. These partnerships not only enhance our capabilities but also foster innovation and strengthen our mission-driven approach.
Seek partners who bring something unique to the table
Emily Kenison, Founder and Inventor of RobeCurls, the category-creating and leading viral heatless curls brand known for its hero line of patented heatless curling headbands.
What I look for in a partner: Partners who share our audience and values, and bring something unique to the table—an edge, creativity, or a laugh. We love working with brands that are excited to connect genuinely with their community, help make the world a better place, and build on authenticity.
How my business has benefited from collaborations: The Super Bowl has 200 million viewers; but TikTok’s #BamaRush? A whopping 4 billion. WinkyLux founder Natalie Mackey saw this grassroots goldmine. When a #BamaRush rushee couldn’t get WinkyLux makeup at her local Target, Natalie rallied her brand friends—our brand RobeCurls and our beloved brand Bubble Skincare. We all packed our bags and headed to Tuscaloosa to dive into the #BamaRush narrative, setting up a gifting suite to help the girls get ready and, of course, make some killer content. This grassroots approach boosted our visibility. But the best part? Forming genuine connections with the girls, emotionally supporting them through the ups and downs of rush, and building a loyal community that now loves our brands, and us them, even more.
Work with partners that have easy-to-understand services
Evan Sargent, Founder and CEO of Leap_year Branding, a branding studio that builds great brands quickly for serial founders and visionary leaders.
What I look for in a partner: Partners who are a bit contrarian in their space, like us, and have services that are easy to understand and buy. Our partners are very senior and are able to run their piece of the work with the client without oversight from us. We work collaboratively but do not create an extra layer of feedback. Efficiency and expertise are key.
How my business has benefited from collaborations: We are able to offer a full range of marketing and PR services outside of our core capabilities thanks to collaborating with partners who have complementary services. Being able to hire trusted partners means we get to truly help our clients succeed without hiring a huge team or departing from our lane of branding.
Look for brands that share the same values
Anouck Gotlib, CEO of Belgian Boys, a women-led company sparking moments of joy in people’s lives with delicious European-inspired foods.
What I look for in a partner: Brands and people that mesh well with ours and share the same values.
How my business has benefited from collaborations: Prior to the pandemic, we secured placement on an airline, which got us in front of millions and was a huge driver of brand awareness. We parlayed that into an in-store partnership with DryBar, where we were the “official cookie partner,” helping to create an indulgent experience for busy women looking to treat themselves. This summer, we are partnering up with Costco and will be reaching many households and new consumers across the United States.
Prioritize complementary expertise
Jessica Sikora, Founder and CEO of Superbands, empowering youth through the universal language of music.
What I look for in a partner: Aligned values and a commitment to our core promise of supporting youth mental health, ensuring our missions resonate and amplify each other’s impact. Additionally, I look for partners with a similar target market and complementary expertise to enhance our reach and effectiveness in promoting youth mental wellness.
How my business has benefited from collaborations: One notable example is our collaboration with the Boys and Girls Club. It has allowed us to reach a wider audience and provide more robust mental health resources and experiences to at-risk youth. These partnerships not only enhance our visibility and credibility but also enable us to directly engage with fans and supporters. This creates a network of advocates who help drive our mission forward.
Look for a similar ideal customer profile
Kelly Hubbell, Founder and CEO of Sage Haus, a platform helping busy parents reclaim their time by outsourcing the mental load and creating home systems.
What I look for in a partner: A similar ideal customer profile, which for my business is busy moms who are working inside or outside the home, busy parents, or professionals who are looking to outsource the mental load of household management. Ideally, collaborators are open to working together and willing to match your effort to grow their platform, too!
How my business has benefited from collaborations: Collaborations have been critical in growing my brand and audience. They expose my business to my ideal customer in new and creative ways. There are so many dedicated groups and communities with overlapping interests that already exist and are ready to embrace new ideas and thought leadership. Collaborating with other women, especially entrepreneurs, has been key to the growth of my brand. I’ve also learned that if at face value you think you might be “competitors,” leaning into a collaboration can be fruitful. There’s enough room for everyone!
Seek partners with a commitment to making a positive impact
Medha Nicky Rishi, Founder and CEO of MissPoppins, a 24/7 digital platform providing real-time support in every phase and challenge of your parenting journey.
What I look for in a partner: Shared values, complementary expertise, and a commitment to making a positive impact. We seek leaders and innovators who are as passionate as we are about transforming the parenting journey into one of joy and growth, as well as those who are eager to work together to make a meaningful difference in the lives of families.
How my business has benefited from collaborations: Partnerships have expanded our reach and established brand awareness and credibility by providing parents with high-quality, reliable information directly from trusted sources. The diverse expertise shared on our platform addresses various parenting challenges, fostering trust and engagement within our community. This has increased user retention, attracted more childcare providers, and strengthened our reputation.
Prioritize a similar target market
Vicki Bartel, Brand and Event Photographer at Vicki Bartel Photography, helping female founders, industry leaders, and CEOs amplify their impact with high-end, scroll-stopping visuals.
What I look for in a partner: A similar target market is crucial, as it’s important that we both speak to an audience that can benefit from our combined expertise, ensuring our collaboration has a meaningful impact on our shared community.
How my business has benefited from collaborations: Partnering with professionals in similar or complementary industries on Instagram has been especially beneficial. For instance, I collaborated with a marketing strategist who used professional photos I took of Taylor Swift at The Eras Tour to create engaging business content on personal branding lessons from Taylor Swift. This collaboration was a win-win, benefiting both her audience and mine.
Look for organic collaborations
Ronit Menashe, Co-Founder of WeNatal, an organization transforming the fertility space with the first prenatal supplement optimized for her and him.
What I look for in a partner: The best collaborations are organic—like those with people who are passionate about the fertility space and curious to try our product. These people speak genuinely about why WeNatal stands out, and their audience can feel that. We never enter into partnerships with people who haven’t experienced WeNatal. We make it a point to get on the phone with potential partners to see how they speak about the brand before partnering.
How my business has benefited from collaborations: We’ve leveraged our network to amplify our mission, emphasizing that prenatal health is a shared responsibility that includes both men and women. One of the most rewarding aspects of launching our brand has been hosting quarterly dinner experiences for friends of the brands, doulas, and doctors. These gatherings not only foster deep connections but also turn our friends into enthusiastic ambassadors who authentically champion our message.
Seek partners who understand the power of a fluid exchange
Monica Curtis, Founder of Monica Curtis, empowering women to #BADE—Be Anything, Do Everything, with inspiring content, online training, and practical tools.
What I look for in a partner: Collaborators who understand the power of a fluid exchange, where asking and offering are intrinsic to the relationship. We can leverage each other’s strengths to deliver exceptional value by conspiring. I thrive in partnerships where we can be of service to one another, ultimately achieving more than we could alone.
How my business has benefited from collaborations: Unlike coaches, social media, or courses, these partnerships have opened doors and driven growth in immediate and profound ways. This collaborative spirit is not just a strategy but a fundamental business ethos.
Find like-minded collaborators
Stephanie Long, Founder and CEO of Mrs. SEO, a woman-owned boutique firm offering SEO services, team training, and consulting to businesses of all types.
What I look for in a partner: Find like-minded collaborators, create mutual respect, and operate in sync. Communication is a must. I look for partners who are willing to take regular calls to discuss deliverables and stay aligned.
How my business has benefited from collaborations: I’ve found it hugely beneficial to align with complementary service providers such as social media specialists, web designers, and email marketing experts. Collaborating on projects and forging these industry connections has helped me become a trusted partner for others in the tech space. Over time, my business has become part of an ecosystem of referrals, and I credit at least 60% of my overall revenue to these collaborations. Additionally, I tend to work with other women-owned businesses, as we often speak the same language and understand each others’ challenges and wins.
Find people who are fun to work with
Sarah Loughry, Founder and CEO of Em Dash Content Studio, a boutique team of expert writers and strategists who help businesses show up on search.
What I look for in a partner: People who can provide value and are fun to work with. I would easily consider those who we’re currently working with as friends. We believe in our clients. We want to win for them. We don’t take ourselves too seriously.
How my business has benefited from collaborations: Collaborating with other incredible marketers made it possible to scale Em Dash quickly. We are experts in content, but often clients need help in other areas like paid, social, or web development. We’ve been fortunate to partner with the best of the best in these areas. It not only enables us to provide more value for our clients, but we also see a lot of referrals. Win-win!
Seek individuals willing to share audiences
Marissa Joy Pick, Founder of Marissa Pick Consulting LLC, provides consulting focused on digital transformation, content marketing, social media strategy, and personal branding.
What I look for in a partner: One key benefit of strategic collaborations for businesses is the direct growth of their customer base. Partnering with another business grants access to a new audience, leveraging the collaborator’s strong reputation to establish connections and expand reach. Seeking like-minded individuals willing to connect and share audiences is crucial for building beneficial partnerships.
How my business has benefited from collaborations: Associating your brand with a trusted partner can significantly boost your reputation and make potential customers more inclined to engage with your business. The importance of trust is evident in the realm of influencer marketing, where partnerships with credible individuals like athletes and bloggers help brands connect with consumers effectively.
Look for a willingness to connect
Cynthia Hellen, Founder of RYLEN, a design lab dedicated to creating sustainable products, services, and experiences, contributing to community development and environmental protection.
What I look for in a partner: Aligned values and complementary expertise. A willingness to connect and a shared commitment to sustainability and innovation are essential to our successful partnerships.
How my business has benefited from collaborations: Partnering with visionary leaders, corporations, and government agencies has allowed us to tackle complex challenges in diverse industries such as education, energy, healthcare, media, and technology. These collaborations have enhanced our ability to innovate and deliver sustainable solutions that drive social and environmental change.
Prioritize those who don’t have the same target market
Alexandra Mufson, Founder and CEO of Rêv Human Design, a team of mentors dedicated to redirecting the flow of capital from those who do harm with it to those who heal.
What I look for in a partner: Aligned values. I find it is more beneficial to collaborate with people who do not have the same target market because your reach will be greater. If your values are aligned and your expertise is complementary, your shared audience will likely also share interests.
How my business has benefited from collaborations: My businesses provide value to communities, who in turn become referral partners and bring energy back into the businesses. Nothing happens in isolation. This sort of collaborative model allowed my most recent project in the mental health space to scale from zero to seven figures in under three years.
Seek those who over-deliver
Saundra Marcel, Designer and Brand Author of Design Minded, a boutique brand studio that helps bold brands and smart startups achieve their creative potential.
What I look for in a partner: We both care deeply about design excellence and doing right by our clients. We’re both over-deliverers who put a lot of care into things and believe that great work takes time.
How my business has benefited from collaborations: Collaborating with my dear friend and fellow solopreneur, Cheri Stammen, has been game changing. As both of our businesses grow, the mutual support we give each other runs deep. From regular check-ins to being able to fully jump into each other’s projects, we can tap each other in and out as we need to. I’m there for her, she’s there for me.
Choose a partner who is eager to push boundaries
Romy Raad, Founder of SunnySideUp, a boutique marketing powerhouse helping brands rise and shine, from inception to expansion.
What I look for in a partner: Seamless synergy of aligned values, complementary expertise, and openness to the process. It’s about finding a partner as passionate and driven as we are—eager to innovate, challenge the status quo, and push boundaries. Together, our goal is to deliver effective solutions that are truly transformative for the brand, the business, and its audience.
How my business has benefited from collaborations: A standout example is our collaboration with a creative agency that views design as a catalyst for meaningful change. While we tackled market research, positioning, and deep dives into brand DNA, our partner developed stunning visual identities, brand guidelines, and activations. Together, we’ve achieved exceptional results for our clients and broadened our horizons, picking up new techniques that continue to push our boundaries.
Look for an alignment in wanting to make a positive impact
Audrina Blackburn, Co-Founder of Summit Chasers Network, making business and success simple, so you can live extraordinarily.
What I look for in a partner: An alignment in values and overall mission of wanting to make a positive impact.
How my business has benefited from collaborations: By partnering with other businesses and experts, we’ve had the opportunity to co-host an in-person Young Professional Leadership Conference and work closely with veterans in transition out of service into the civilian world. This extended reach not only attracts new clients from various industries but also increases our impact and reach. Such partnerships are crucial in helping us fulfill our mission of setting small businesses and entrepreneurs up for long-term success by providing them with the tools, strategies, and support they need to thrive in any environment.
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