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The Channel Partners 101 Agent Awards: Apply Now to Get Honored

Technology advisors, better known as agents, now have an award of their own.

James Anderson

March 23, 2022

2 Min Read

Channel Futures is finally putting a spotlight on the industry’s top-performing agents.

Channel Futures recently unveiled the Channel Partners 101 (CP 101), a first-of-its-kind ranking of the world’s top tech advisory firms. The application closes April 30, and we will release the list of the 101 top agent firms in late August.

In addition to a list of the top-performing agents and technology advisers, Channel Futures will also recognize an Agent Executive of the Year, Agency of the Year and a Lifetime Achievement Award, as well as two awards geared toward technology solutions brokerages (TSBs).

We have been working closely with agents and technology advisers, along with service providers and technology service brokers to identify the communication’s channel high achievers. Curiosity continues to buzz about what the CP 101 entails, and who should be filling out the application. Below, Channel Futures answers three common questions from partners.

Should Technology Solutions Brokerages Apply?

This CP 101 is not for national TSBs, formerly known as master agents. This award caters to the end customer-facing partner firms, sometimes known as subagents or direct sellers. In the case of a company that combines direct sales and subcontracted revenue, we invite that organization to apply. However, we will not include firms whose sales come only from their subagents.

That being said, TSBs will want to pay close attention to this list. Applicants have the option to list their TSB partners, as well as to nominate their favorite TSB partner. Channel Futures will honor one TSB for driving the highest volume of applicants and will honor another as the agents’ top choice.

Will You Share My Financial Information?

We will keep applicants’ financial information completely confidential. Channel Futures will not share or disclose this sensitive individual data in any way. Channel Futures will aggregate application data for future studies, but specific individual financial and business information will remain confidential. The published list of 101 firms will only include their names, leadership and location and rank.

Why Now?

Simply put, this agent awards program is long overdue. Channel Futures has seen tremendous success with the MSP 501, recognizing the top managed IT services providers in the industry. With that in mind, it made sense to shine the same spotlight on the traditional core audience of the Channel Partners brand: agents.

Agents have formed the lifeblood of the channel over the last three decades, acting as the industry’s representative to the end customer. It’s their vendor-neutral, consultative selling that makes the entire channel look good. However, most of these entrepreneurs have labored in obscurity, overshadowed by their vendor and distributor partners. The time has come to recognize the channel’s best-kept secret.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email James Anderson or connect with him on LinkedIn.


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About the Author(s)

James Anderson

Senior News Editor, Channel Futures

James Anderson is a news editor for Channel Futures. He interned with Informa while working toward his degree in journalism from Arizona State University, then joined the company after graduating. He writes about SD-WAN, telecom and cablecos, technology services distributors and carriers. He has served as a moderator for multiple panels at Channel Partners events.

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