2020 Categories & Criteria

Please click 'view criteria' button to view the full criteria.

All written entries for all categories must be no more than 1,000 words , and try to think about the judges when composing them. Use plenty of spacing, bullet points and paragraphs to construct your entry to make them easier on the eye. PDF and other multimedia entries are encouraged, and you can add personality to your entry too to make it stand out. If you are submitting a video, please keep it to FIVE minutes or less.


The bullet points in the criteria are just guidelines and don’t have to be answered individually in order – use them as a basis to create your entry and as a GUIDE ONLY. But please read them carefully as they will help you craft an entry that meets all the judges’ criteria. Don’t just feel you have to submit blocks of text, feel free to submit a PDF or even video entry if you are feeling adventurous – make your entry stand out.

But remember, word counts and time limits still apply to multimedia entries – judges will mark down if over word count or approved time.

Reseller Categories

Best New Business Win

This award is open to any UK-based firm that falls under the Reseller category – whether an integrator, MSP, system builder, VAR or service provider. The business win – which can be in any vertical sector in any space, must have taken place between Jan 2019 and Jan 2020 to qualify for entry.

  • Describe the opportunity and what it involved on your part as the supplier – ie hours on tender, skills etc
  • How was the business won? i.e marketing initiatives/demos/site visits
  • Why was the business won? – ie track record of delivery (customer case studies), personal approach, vendor accreditations/certifications
  • What was the deal worth to your company and how did winning it help company development?
  • What has winning meant for staff morale?
  • REQUIREMENT: Please provide a customer testimonial within the entry

Best Sales Team

This award is open to any firm that falls under the Reseller category – whether an integrator, MSP, system builder, VAR or service provider – that has a standalone sales team. The period the award covers is between Jan 2019 and Jan 2020– so please detail successes of sales team during that period only to qualify for entry.

  • Brief background to the structure of the sales team(s), i.e experience and specialist skill sets and also personalities
  • Make it personal – introduce the team to the judges
  • Number of contracts won in past year with emphasis on new business
  • How fast your sales have grown (as a YOY % of the previous year).
  • Certifications/qualifications team has achieved during last year
  • Value provided to vendor partners
  • Value provided to customers
  • What is the team’s biggest achievement of the year?
  • Examples of innovation within the team which have led to success
  • REQUIREMENT: Please provide a customer testimonial within the entry. (Vendor testimonials are optional).

Best Marketing Campaign (not event) - Reseller

This award is open to any firm that falls under the Reseller category – whether an integrator, MSP, system builder, VAR or service provider – that has engaged in proactive marketing activities during the year. The period the award covers is between Jan 2019 and Jan 2020– so please detail an end user marketing campaign that successfully ran during that period only to qualify for entry. It can be a social media campaign or a more traditional campaign but please don’t focus on an event because there is a separate category for this in 2020. There are no restrictions. Images can be used.

  • What was the campaign (please describe) and when did it run? Was it social media based or another method? (please explain)
  • Why are you entering this particular campaign? What made it stand out for you? Why are you so proud of it?
  • Which vendor/vendors was it in conjunction with?
  • Who was it aimed at? ie SMEs, Enterprises, Public sector (or other specific sectors)
  • How successful was the campaign? Use facts and figures to back up claims.
  • Was there anything quirky or unusual about the campaign that really got it noticed? 
  • REQUIREMENT: Please provide customer testimonials within the entry itself

Best Company to Work For – Sub £100m turnover - Reseller

This award is open to any firm that falls under the Reseller category – whether an integrator, MSP, system builder, VAR or service provider - with a turnover of £100m or below. The company must pride itself on being a great place to work both in terms of results/growth, staff/employee satisfaction/motivation, CSR and general company culture. The period the award covers is between Jan 2019 and Jan 2020, so please bear this in mind when talking about particular activities, trips or incentives offered to employees. Images can also be used if you like.

  • Why is your company such a great place to work?
  • What do you think makes it stand out from your peers?
  • How does company culture help generate results?
  • Has your company used internal social media campaigns to generate a fun working environment? How has this enhanced the staff morale? Give examples
  • How does your company empower staff to do their jobs better? Give examples.
  • How are you tackling the gender pay gap and skills shortage in the industry?
  • Can you give examples of CSR activities? ie Charity events etc
  • How do you motivate staff and engender loyalty? This can include outlines of bonus/commission schemes, extra leave, holidays, prizes etc
  • REQUIREMENT: Please provide testimonials from your staff within the entry itself

Best Company to Work For – £101m+ turnover - Reseller

This award is open to any firm that falls under the Reseller category – whether an integrator, MSP, system builder, VAR or service provider - with a turnover of £101m or above. The company must pride itself on being a great place to work both in terms of results/growth, staff/employee satisfaction/motivation, CSR and general company culture. The period the award covers is between Jan 2019 and Jan 2020, so please bear this in mind when talking about particular activities, trips or incentives offered to employees. Images can also be used if you like.

  • Why is your company such a great place to work?
  • What do you think makes it stand out from your peers?
  • How does company culture help generate results?
  • Has your company used internal social media campaigns to generate a fun working environment? How has this enhanced the staff morale? Give examples 
  • How does your company empower staff to do their jobs better? Give examples.
  • How are you addressing the gender pay gap and skills shortage that are evident in our industry?
  • Can you give examples of CSR activities? ie Charity events etc
  • How do you motivate staff and engender loyalty? This can include outlines of bonus/commission schemes, extra leave, holidays, prizes etc
  • REQUIREMENT: Please provide testimonials from your staff within the entry itself

Best Graduate and/or Apprenticeship Scheme - Reseller

This award is open to any firm that falls under the Reseller category – whether an integrator, MSP, system builder, VAR or service provider. The Graduate or Apprenticeship scheme must have been running from or further developed since January 2019.

  • The skills gap is the number one problem many channel firms are facing. Describe how your company is looking to plug that gap with a dedicated Graduate and/or Apprenticeship scheme.
  • Tell us about your particular programme and why you launched it/how long it has been running. Where do you get your Graduates/Apprentices from – how do they apply and how do you select them?
  • How many Graduates/Apprentices have you trained so far and are you planning on increasing this?
  • Are you doing anything in particular to encourage more female graduates into your schemes?
  •  How long is the process and what do they do once it is finished? 
  • What have been the biggest challenges in running your scheme? 
  • Describe any particular success stories – ie, someone who has gone on to become a senior manager within your own company or has been headhunted somewhere and has done really well for themselves. 
  • REQUIREMENT: A testimonial from a graduate/apprentice within the entry itself – either a current one, or one that has flourished after completing their training with your company.

Best Customer Event – NEW FOR 2020 - Reseller

This award is open to any firm that falls under the Reseller category – whether an integrator, MSP, system builder, VAR or service provider – that has engaged in proactive marketing activities during the year. The period the award covers is between Jan 2019 and Jan 2020– so please detail an event that you created for your customers that successfully ran during that period only to qualify for entry. It can be any sort of event from a conference to a fun day out, from sporting events to quirky theme-based events; as long as you had customers at the event as well as partners/sponsors. There are no size restrictions. Images can be used.

  • What was the event (please describe) and when/where did it run? How did it come about and how did you get customers to attend? (please explain) 
  • Why are you entering this particular event? What made it stand out for you? Why are you so proud of it? 
  • Which partners (vendor or distie) was it in conjunction with? 
  • Who was it aimed at? ie all customers, SMEs, Enterprises, Public sector (or any other specific sectors) 
  • How successful was the event? How many came along? What results did you achieve? Use facts and figures to back up claims.
  • Was there anything quirky or unusual about the event that really got it noticed?
  • REQUIREMENT: Please provide customer testimonials within the entry itself

Distributor Categories

Best Sales and Marketing support team

This award is open to any company that falls under the distribution category, whether a volume player or value-added specialist working in particular vertical markets. The award is not limited to a certain size of company, so if you have thousands of customers or a few hundred, your entry will be given the same treatment. The period covered by the awards runs from Jan 2019 to Jan 2020, so please bear in mind when writing entries.

  • Please provide a brief background to the team you are entering including their levels of experience and any specialist skill sets. What is the team called? Why are you entering this particular team? 
  • Describe the characters in your team and how this helps with their success. Introduce them to the judges – make it personal. Also any little quirks of the team would be interesting to hear about. 
  • Outline the success of the team in terms of partner results in 2020. Please use partner/vendor feedback to illustrate this
  • Highlight examples where your team has effectively worked with reseller or vendor partners to develop a successful marketing campaign resulting in strong channel sales 
  • Highlight an example where your team has worked with a partner sales team to win a key piece of business
  • REQUIREMENT: Include a testimonial - either vendor or reseller (or both) within the entry itself

Best Marketing Campaign (not event) - Distributor

This award is open to any company that falls under the distribution category, whether a volume player or value-added specialist working in particular vertical markets. The award is not limited to a certain size of company, so if you have thousands of customers or a few hundred, your entry will be given the same treatment. The period covered by the awards runs from Jan 2019 to Jan 2020, so please bear in mind when writing entries and referring to particular campaigns. It can cover a social media/viral campaign or a more ‘traditionally’ executed campaign. Also please do not submit a campaign that was an event because there is a separate category for this in 2020.

  • What was the campaign and when did it run? How did it work? Please describe the campaign itself, what mediums you used to run it on (ie social media/online/print etc) and its title. 
  • Why are you entering this particular campaign? What makes it stand out? 
  • Which partner was it in conjunction with? • Who was it aimed at? ie SMBs, Enterprises, Public sector (or other specific sectors) 
  • How successful was the campaign – use facts and figures to back up claims. How many customers benefitted from the campaign? 
  • Was there anything quirky or unusual about the campaign that really got it noticed? i.e. did it use cutting edge technology, or go viral? 
  • REQUIREMENT: Please provide a customer (reseller) testimonial within the entry

Best Company to Work For - Distributor

This award is open to any company that falls under the distribution category, whether a volume player or value-added specialist working in particular vertical markets. The company must pride itself on being a great place to work both in terms of results/growth, staff/employee satisfaction/motivation, CSR and general company culture. This award is not limited to a certain size of company, so if you have thousands of customers or a few hundred, your entry will be given the same treatment. The period covered by the awards runs from Jan 2019 to Jan 2020, so please bear in mind when talking about particular activities, trips or incentives offered to staff. Images can also be used if required.

  • Why is your company such a great place to work? 
  • What do you think makes it stand out from your peers? 
  • How does company culture help generate results? 
  • Has your company used internal social media campaigns to generate a fun working environment? How has this enhanced the staff morale? Give examples. 
  • How does your company empower staff to do their jobs better? Give examples. 
  • How are you addressing the gender pay gap/skills gap in the industry? Any particular campaigns you are running in your company?
  • Can you give examples of CSR activities? ie Charity events etc 
  • How do you motivate staff and engender loyalty? This can include outlines of bonus/commission schemes, extra leave, holidays, prizes etc 
  • REQUIREMENT: Please provide testimonials from your staff within the entry

Best Graduate and/or Apprenticeship Scheme - Distributor

This award is open to any company that falls under the distribution category, whether a volume player or value added specialist working in particular vertical markets. The award is not limited to a certain size of company, so if you have thousands of customers or a few hundred, your entry will be given the same treatment. The Graduate or Apprenticeship scheme must have been running from, or further developed since January 2019.

  • The skills gap is a top challenge many channel firms are facing. Describe how your company is looking to plug that gap with a dedicated Graduate and/or Apprenticeship scheme. 
  • Tell us about your particular programme and why you launched it/how long it has been running. Where do you get your Graduates/Apprentices from – how do they apply and how do you select them? 
  • How many Graduates/Apprentices have you trained so far and are you planning on increasing this?
  • Are you doing anything in particular to encourage more female graduates into your schemes?
  • How long is the process and what do they do once it is finished? 
  • What have been the biggest challenges in running your scheme? 
  • Describe any particular success stories – ie, someone who has gone on to become a senior manager within your own company or has been headhunted somewhere and has done really well for themselves. 
  • REQUIREMENT: A testimonial from a graduate/apprentice within the entry – either a current one, or one that has flourished after completing their training with your company.

Best Customer Event - Distributor

This award is open to any company that falls under the distribution category, whether a volume player or value added specialist working in particular vertical markets. The award is not limited to a certain size of company, so if you have thousands of customers or a few hundred, your entry will be given the same treatment. The period the award covers is between Jan 2019 and Jan 2020– so please detail an event that you created for your customers that successfully ran during that period only to qualify for entry. It can be any sort of event from a conference to a fun day out, from sporting events to quirky theme-based events; as long as you had customers at the event as well as business partners/sponsors. There are no size restrictions. Images can be used.

  • What was the event (please describe) and when/where did it run? How did it come about and how did you get customers to attend? (please explain) 
  • Why are you entering this particular event? What made it stand out for you? Why are you so proud of it? 
  • Which partners (vendors) was it in conjunction with? 
  • Who was it aimed at? Ie – was it a specific sector, or open to all your customers? 
  • How successful was the event? How many came along? What results did you achieve? Use facts and figures to back up claims.
  • Was there anything quirky or unusual about the event that really got it noticed?
  • REQUIREMENT: Please provide customer testimonials within the entry itself

Training Initiative of the Year

This award is open to any company that falls under the distribution category, whether a volume player or value-added specialist working in particular vertical markets. The award is not limited to a certain size of company, so if you have thousands of customers or a few hundred, your entry will be given the same treatment. The period covered by the awards run from Jan 2019 to Jan 2020, so please bear in mind when writing entries and referring to particular achievements/successes.

  • What training initiative are you entering? (brief description) 
  • Why do you think it stands out? 
  • Describe the training in a nutshell – who runs it, who it is aimed at, who developed the course, what vendor it is linked to, for example 
  • How does the training initiative empower resellers? i.e. does it open new doors to them/help them attract new customers/increase their revenue potential? 
  • What proportion of your company turnover is made through training? 
  • How much resource do you put into your training business in terms of staff, hours and money invested? 
  • How is providing this training beneficial to your business? i.e. does it help keep you closer to vendor partners? Please elaborate.
  • Name some particular partner success stories that have resulted from your training 
  • REQUIREMENT: Include customer testimonial in the entry to back it up.

Vendor Categories

Best Partner Programme

Any firm that is defined as a vendor and operates a UK channel strategy. These can be vendors of hardware, networking and software in all vertical markets, but the business must have a significant channel presence in the UK to qualify and obviously a channel programme that has been in place for more than a year. This can be a single or two-tier channel programme. The period covered for the awards is Jan 2019 to Jan 2020 so bear in mind when talking about additions/changes to programmes and the entry MUST be UK centric.

  • Briefly describe your partner programme – ie length of time in operation, how it works, size of partner base, how rebates work, how partners get involved, what it offers partners? 
  • Do you have a partner portal? If so can you give some details of the benefits it provides partners? 
  • How user friendly is it? Why do partners want to work with you? 
  • How much time/money do you invest in your partner programme each year? 
  • Why does it stand out from the competition/why have you entered? 
  • How does it help your UK partners? Do they enjoy working with you? Why? 
  • What have been the main benefits to you as a vendor with your partner programme? 
  • REQUIREMENT: Provide a UK partner testimonial within the entry

Best Partner Event

Any firm that is defined as a vendor and operates a UK channel strategy. These can be vendors of hardware, networking and software in all vertical markets, but the business must have a significant channel presence in the UK to qualify. The event mentioned can be a brand-new event launched in the past year, or an existing regular annual event. It MUST be a CHANNEL focussed event and not one aimed at end users. It can be a UK based event or one abroad that you took UK partners to. But bear in mind the awards cover the period Jan 2019 to Jan 2020 when talking about events.

  • Please describe the event (including duration/location) and why you are entering it for this award 
  • Please reference any outstanding results in terms of attendance 
  • What benefits did it offer your reseller/distribution partners? 
  • What fun/social elements did the event have? Was it tweeted about? What sort of buzz did it create? 
  • Why did partners attend? How many attended?
  • What do they take away with them after the event? Have there been any significant business wins as a result? 
  • What do you get out of it as the organiser? 
  • REQUIREMENT: Include testimonials from UK partners attending the event within the entry itself

Best Company to Work For - Vendor

Any firm that is defined as a vendor and operates a UK channel strategy. These can be vendors of hardware, networking and software in all vertical markets, but the business must have a significant channel presence in the UK to qualify. The company must pride itself on being a great place to work both in terms of results/growth, staff/employee satisfaction/motivation, CSR and general company culture. The period covered by the awards runs from Jan 2019 to Jan 2020, so please bear in mind when talking about particular activities, trips or incentives offered to staff. Images can also be used if required.

  • How many staff do you employ in the UK? Where are they based? 
  • Why is your company such a great place to work? 
  • What do you think makes it stand out from your peers? 
  • How are you addressing the gender pay/skills gap in the industry? 
  • How does company culture help generate results? 
  • Has your company used internal social media campaigns to generate a fun working environment? How has this enhanced the staff morale? Give examples. 
  • How does your company empower staff to do their jobs better? Give examples. 
  • Can you give examples of CSR activities? ie Charity events etc 
  • How do you motivate staff and engender loyalty? This can include outlines of bonus/commission schemes, extra leave, holidays, prizes etc 
  • REQUIREMENT: Please provide testimonials from your staff in the entry

Technology Innovation Award

Any firm that is defined as a vendor and operates a UK channel strategy. These can be vendors of hardware, networking and software and related services in all vertical markets, but the business must have a significant channel presence in the UK to qualify. This award is aimed at a particular technology or technology set that has revolutionised business for channel partners and their respective customers over the past 12 months. PLEASE NOTE: This is not an opportunity to market or sell a particular product or descend into techie speak, the award is aimed at describing how a product has actually helped make YOUR CHANNEL PARTNERS money. Bear in mind the awards cover the period Jan 2019 to Jan 2020.

  • Briefly describe the product you are entering and why it is being entered for this award. Why do you consider it to be innovative? What effect is this innovation having on partners and customers? 
  • How does it differ/standout from the other similar products that are on the market in terms of innovation – again keep it brief and focus on the business benefits, not the complexity of the technology. 
  • What benefits has this product or product set you are entering provided for your channel partners in the past year – facts and figures are a must. 
  • Demonstrate how sales of this product have increased through the channel in the past year and why (facts and figures needed) 
  • Why does this particular technology innovation deserve this award? ie because it has made a huge difference to partners’ business, customer take up has been phenomenal etc
  • REQUIREMENT: Back up your claims with testimonials from actual channel partners in the entry, and how this technology has helped their business in the past year. Get them to explain why they think this particular technology should win.

Best Graduate and/or Apprenticeship Scheme - Vendor

Any firm that is defined as a vendor and operates a UK channel strategy. These can be vendors of hardware, networking and software in all vertical markets, but the business must have a significant channel presence in the UK to qualify and the graduate/apprenticeship scheme needs to have been running or further developed since at least January 2019.

  • The skills gap is the number one problem many tech firms are facing. Describe how your company is looking to plug that gap with a dedicated Graduate and/or Apprenticeship scheme. 
  • Tell us about your particular scheme and why you launched it/how long it has been running. Where do you recruit your Graduates/Apprentices from – how do they apply and how do you select them? 
  • How many Graduates/Apprentices have you trained so far and are you planning on increasing this? 
  • Are you doing anything in particular to encourage more female graduates into your schemes? 
  • How long is the process and what do they do once it is finished? 
  • What have been the biggest challenges in running your scheme? 
  • Describe any particular success stories – ie, someone who has gone on to become a senior manager within your own company or has been headhunted somewhere and has done really well for themselves. 
  • REQUIREMENT: A testimonial from a graduate/apprentice within the entry itself – either a current one, or one that has flourished after completing their training with your company.

Best Marketing Campaign

Any firm that is defined as a vendor and operates a UK channel strategy. These can be vendors of hardware, networking and software in all vertical markets, but the business must have a significant channel presence in the UK to qualify. The period covered by the awards runs from Jan 2019 to Jan 2020, so please bear in mind when writing entries and referring to particular campaigns.

  • What was the campaign and when did it run? How did it work? Please describe the campaign itself and its title. NOTE: This can be a social media-based campaign, email campaign, print campaign or any other form of campaign. 
  • Why are you entering this particular campaign? Why does it stand out? 
  • Were any distribution partners involved? Please elaborate if so. 
  • Who was it aimed at? ie SMBs, Enterprises, Public sector (or other specific sectors) 
  • How successful was the campaign – use facts and figures to back up claims. How many resellers benefitted from the campaign? 
  • Was there anything quirky or unusual about the campaign that really got it noticed? 
  • REQUIREMENT: Please provide partner testimonials within the entry itself

General Categories

Best Channel Marketing/PR Agency

This category is open to all firms that class themselves as independent channel marketing agencies. This can be specific marketing teams, or specialist channel marketing/PR firms. Any projects/successes discussed in the entry must have taken place between Jan 2019 to Jan 2020. Images and screenshots can be included in this entry to illustrate points.

  • Please illustrate your size, set up and no. of channel customers 
  • Please provide a case study of how you have worked with a vendor/channel partner to deliver a successful marketing project (MUST be channel related) 
  • What do you think makes you stand out from the other agencies out there and why you should win this award? 
  • Have you done anything quirky to help your channel customers achieve success? If so please explain 
  • Can you provide stats and figures to prove the success of the campaign?
  • REQUIREMENT: Please provide a testimonial/testimonials from channel-relevant partners within the entry itself

Best Sales/Marketing Recruitment Specialist – NEW FOR 2020

Any firm that is defined as a recruitment specialist and works specifically with the UK channel. This can be a channel-focused division of a larger recruitment company, or a dedicated channel recruitment firm.

  • The skills gap is the number one problem many tech firms are facing. Describe how your company is helping the channel plug that gap and which areas you are concentrating on – ie sales/marketing, vertical sectors or across the board. 
  • Tell us about your company, its people and how long you have worked within the channel. Give the judges an idea of how your staff work with the channel – what is your company ethos and character? Who are your star employees and how do you motivate them? Where do you recruit your people from? 
  • How do you go about attracting new blood to the channel given that the industry is so short on skills? Do you have any particular initiatives/recruitment events to attract people from outside the industry? 
  • Are you doing anything in particular to encourage more female sales and marketing job applicants? 
  • What have been the biggest challenges of running a channel recruitment firm? 
  • REQUIREMENT: A testimonial from a channel company – this can be a reseller or distributor, or from a channel team at a technology vendor.