Winning a Sales and Marketing Award really makes a difference

As the deadline countdown begins, CRN catches up with some of our winners from last year’s Sales and Marketing Awards (SMAs)

A lot of blood, sweat and tears go into compiling an entry for the Sales and Marketing Awards, but the payback is well worth it if you get to lift a trophy on the night.

With less than two-weeks to go until the March 28 deadline, it is very easy for CRN to say why the awards are important and why all companies should be entering. But instead, we spoke to a few of last year’s winners to find out what winning has meant to them, and why they feel it is important to enter the SMAs.

Ellie McCurdy, marketing and events manager at Focus Group; which scooped two awards last year – Best New Business Win and Best Marketing Campaign; said the awards were a great reward for hard work.

"At Focus Group, we are immensely proud to be recognised at the SMAs. This achievement is a testament to the exceptional dedication and talent of our teams,” she said. “We are huge advocates for recognising our people's hard work and having that validated by such a prestigious external awarding body is a powerful way to highlight their achievements. Being surrounded by leaders of the UK IT community at events like this drives us forward to be the best we can be. These awards not only celebrate our current success but inspire us to continue pushing boundaries and delivering excellence for our customers."

Lucinda Mitchell, corporate programmes marketing manager at double winner Westcoast, agreed that the awards were a great way of recognising hard work.

“At Westcoast, we were thrilled to win the Best Marketing Campaign (Distributor) Award and the Best Operations Team (Distributor) Award at the SMAs,” she said. “These awards validate the hard work and dedication our marketing and operations team members put into their roles every day. Winning these awards demonstrates our commitment to delivering for our customers and partners and helps to cement our reputation in the industry.

“We chose to enter the SMAs because we were immensely proud of the outstanding work our teams have accomplished. The awards are highly respected, and we saw it as an opportunity to showcase our team's talent.”

The awards not only recognise company-wide achievements, but also individuals who shine in their field. Emily Cardwell, marketing manager at MTI, won the Sales/Marketing Rising Star award in 2024.

“Winning last year’s CRN Sales and Marketing Rising Star Award in 2024 was a significant milestone in my career, recognising the effort, creativity, and strategic thinking behind the marketing campaigns I led at MTI,” she explained. “It was a testament to the impact of strong marketing in driving business success and further boosted my confidence and motivation to push the boundaries of what’s possible in the industry. Beyond personal recognition, the award highlighted the value of marketing in shaping business growth.”

Cardwell also encouraged other companies to enter: “Entering these awards is worthwhile as they showcase accomplishments, enhance credibility, and create valuable opportunities for professional growth and industry connections,” she added.

Katie Sloan, marketing director at Core Technology, which scooped Best Company to Work For (sub £100m) and also a Judges Commended for Best Sales Team, said multiple wins have really helped boost the business as a whole.

"Winning at the CRN SMAs has been a fantastic recognition of the hard work, dedication, and innovation that drives the team at Core Technology Systems (Core),” she said. “Over the past few years, we’ve been honoured to receive multiple awards and these accolades are not just awards—they are a testament to the strength of our culture, the impact of our marketing, and the exceptional collaboration across our teams.

“The recognition has strengthened our brand awareness, opened doors to new conversations with customers, partners, prospects, and potential employees, and—importantly—served as a huge morale boost for our teams,” Sloan added. “Having our work acknowledged by industry peers is a powerful reminder of the expertise, creativity, and passion that fuel our success.

“Ultimately, these awards have played a key role in our journey, driving us to continually raise the bar, refine our strategies, and deliver exceptional outcomes. We’re incredibly proud of what we’ve achieved, and to be recognised among such a high standard of businesses leading the way in sales and marketing excellence."

Vanessa Cardwell, managing director and founder of Bite IT Marketing, said the SMA badge means a great deal internally and externally.

“The CRN SMAs hold a special place in our hearts, not just as accolades but as a testament to the relentless dedication and innovation we bring to our work. Winning the Best PR and Marketing Agency in 2024 and 2022, alongside being finalists for eight consecutive years; is a reflection of our commitment to excellence. What makes these awards truly invaluable is the rigorous judging process by a panel of esteemed channel and marketing experts, whose insights and scrutiny ensure that only the most exceptional entries are recognised.

“For us, the CRN Awards are highly relevant to our area of channel marketing expertise —so much so that if we enter just one award, it is always this one. The stringent entry criteria push us to continually refine our strategies, elevate our benchmarks, and maximise the ROI we deliver for our clients. To be acknowledged by CRN is not just an honour; it is a validation of our passion, expertise, and the tangible impact we create in the channel marketing space,” she said.

Could you be one of our 2025 winners? There is still plenty of time to get those entries in and 25 different categories to choose from. The deadline for entries is Friday 28 March. To start your entry click here. For some extra hints and tips on how to craft your entry, please click here. Good luck!