SALT LAKE CITY, Utah — August 3, 2026 — The Channel Marketing Association (CMA), a professional community built by channel marketers for channel marketers, today opened applications and nominations for the fourth annual CMA Excellence Awards spotlighting those shaping the future of partner and channel marketing. Applications will be accepted through September 18, 2026.

Since it was founded, CMA has recognized hundreds of leaders and rising stars across the industry, including those featured in the 2023 winners list, the 2024 winners list, and the 2025 winners list. 

New this year, CMA is introducing Team Awards, recognizing that channel marketing wins are increasingly the product of cross-functional collaboration, not only individual effort.

Individual Awards

• Icon Award – Honors the titans of channel marketing whose enduring leadership, innovation and impact have shaped the industry.
• Visionary Marketer Award – Celebrates channel marketers who see what’s next and act on it, crafting innovative, forward-thinking strategies that drive measurable success.
• Rising Star Award – Acknowledges emerging leaders already making big waves in channel marketing with fresh energy, sharp insight and fearless creativity.
• Connector Award – Lauds individuals outside traditional marketing roles who are indispensable to the success of channel marketing – the relationship-builders, the champions, the bridges between vision and execution.
• CMA Excellence List – Recognizes standout professionals driving the channel marketing industry forward through partner programs, demand generation or strategic alignment.

Team Awards (New)

• CMA Impact Award – Honors a channel marketing team for a specific channel marketing initiative that drove measurable business impact.
• Cross-Functional Partnership Award – Recognizes a channel marketing team that partnered closely with sales, partner operations, or another function to drive channel results together.
• Supplier/Partner Award – Celebrates a channel marketing team and the partner organization they worked with on a specific collaboration that brought real success to both parties.

Team Award submissions are reviewed by the CMA board, and finalists will pitch live on the mainstage at the CMA Global Marketing Summit in Addison, Texas, with winners revealed at the awards gala.

Key Dates

• Nominations open August 3, 2026, and close September 18, 2026. 
• Winners and finalists will be announced virtually the week of October 5, 2026, in a LinkedIn Live webinar.
• European winners will be recognized in person at the EMEA Marketing Summit on November 12, 2026, in London.
• 
  All winners will be honored in person at the CMA Global Marketing Summit, April 14, 2027, at the Renaissance Addison in Addison, Texas.

Play to Pay: Awards With Purpose

For the second year running, CMA is flipping the traditional “pay to play” awards model on its head. Through its “Play to Pay” giving initiative with Tech4Change, a nonprofit composed of tech channel vendors and partners who have raised more than $1.75 million for grassroots charities. 

CMA will again donate $5 for every nomination and application submitted, turning industry recognition into charitable impact for grassroots causes. CMA will contribute up to $1,500 in total donations, which will be presented to Tech4Change at the CMA Summit, April 13-15, 2027.

CMA presented a $1,500 check to Tech4Change President Jasmina Muller at the CMA Marketing Summit in April 2026 for award applications submitted in the 2025 CMA Excellence Awards Program.

“Celebrating the channel's best while raising money for underserved communities? It's a win-win,” said Muller. “CMA didn’t just write a check. They found an ingenious way to make giving part of their annual awards program, and we're grateful to be the beneficiary. We're so thankful for a partner that turns recognition into real change for the people who need it most."

Eligibility and Methodology

To earn a CMA award, the nominee must be a member of the channel marketing organization inside a telecom/IT/SaaS vendor, supplier or distributor, and must occupy their position within the channel as of the release date of the list to be recognized. This eligibility applies to both individual and team nominations.

Selection is determined by the nominee’s personal (or team’s collective) achievements and contributions within their channel organization and the wider channel community, as well as the influence and presence of their company in the IT/telecom channel. 

Incomplete applications may be disqualified. Individual nominees must upload a high-resolution business headshot (color preferred); team nominees must upload a company logo, with a team photo optional.

How to Apply or Nominate

Visit https://promohub.app/nominate/cma-excellence-awards to apply or nominate a colleague or team. Applicants may suggest the award category they think fits best; CMA will make the final determination on award placement.

About Tech4Change

Tech4Change is a 501(c)(3) nonprofit organization composed of technology suppliers and channel partners that dedicate time and resources to aid grassroots charities across the U.S. Since our inception in 2014, we've raised more than $2 million for local grassroots charities that are often overlooked and underfunded. Tech4Change provides game-changing donations that go directly to the cause rather than administrative costs. To donate, sponsor or volunteer, visit www.tech4change.org.

About the Channel Marketing Association

The Channel Marketing Association (CMA) is a professional organization dedicated to advancing channel marketing excellence in the IT and telecom industries. Founded by channel marketers for channel marketers, CMA fosters a collaborative community focused on sharing best practices, resources, and education to elevate the impact of channel marketing. Through industry recognition programs, exclusive events, and professional development initiatives, CMA empowers marketers to drive innovation, build stronger partnerships, and accelerate business growth. To join or learn more, visit www.channelmarketingassociation.com.

Media Contacts

Amy Bailey

Co-Founder

Channel Marketing Association

amy@channelmarketingassociation.com

Khali Henderson
Senior Partner
BuzzTheory (for CMA)
480.848.6726
khenderson@buzztheory.com