Salt Lake City – September 29, 2025 – The Channel Marketing Association (CMA) today opened nominations for the third annual Channel Marketing Excellence Awards, continuing a tradition of celebrating the people and teams driving innovation, creativity and impact in the channel. Over the past two years, CMA has recognized hundreds of leaders and rising stars across the industry, including those featured in the 2023 winners list and 2024 winners list.

Applications and nominations are open now through Friday, October 10, 2025. Award recipients will be announced during the CMA Virtual Summit on October 28, 2025, and honored in person at the CMA Marketing Summit on March 25, 2026, in Houston, Texas.

2025 Award Categories

• Icon Award – Celebrating long-time leaders setting the gold standard in channel marketing
• Visionary Award – Recognizing bold, forward-thinking strategists shaping the future
• Rising Star Award – Spotlighting emerging marketers already making a big impact
• Connector Award – Honoring behind-the-scenes collaborators who drive partner success
• CMA Excellence List – Acknowledging outstanding marketers across the industry for creativity, leadership and results

"Channel marketers are the unsung heroes of the channel," said Amy Bailey, co-founder of the Channel Marketing Association. "They're the ones working tirelessly behind the scenes to help partners succeed by creating programs, building content, driving engagement and making sure everything runs smoothly. The CMA Awards are our way of celebrating them and shining a spotlight on the impact they make every single day."

Awards With Purpose: 'Play to Pay'

While many industry awards are "pay to play," CMA is upending the model with its new 'Play to Pay' initiative. For every nomination or application submitted, CMA will donate $5 to Tech4Change, a nonprofit composed of tech channel vendors and partners who have raised more than $1.75 million for grassroots charities.

CMA will contribute up to $1,500 in total donations, which will be presented to Tech4Change at the CMA Summit, March 24-26, 2026.

"We’re excited to flip the script with the 2025 CMA Awards. Instead of applicants paying CMA, we're paying it forward. We’re all busy, but recognizing colleagues and ourselves is still important. Now every nomination adds even greater impact with a donation to Tech4Change," said Kathryn Rose, co-founder of CMA.

"We're honored that CMA has chosen to align its awards program with Tech4Change," said Jasmina Muller, president of Tech4Change. "Their commitment to turning recognition into impact helps us continue our mission of supporting grassroots charities that are too often overlooked and underfunded. We're grateful for their partnership in paying it forward."

How to Apply or Nominate

Visit www.channelmarketingassociation.com/awards to apply or nominate a colleague. You may suggest the award that best fits, but the CMA will determine final award placements based on impact, visibility and contribution to the channel.

All applications must include a high-resolution headshot and complete responses to the application questions. Incomplete submissions may be disqualified.

For questions, please contact: amy@channelmarketingassociation.com     

Supporting Quotes

"Being part of the evolution of this industry has been a privilege," said Wertz. "To receive this award from an organization built on that same spirit of community and collaboration is an incredible honor."

—Dalyn Wertz, Principal of Recurring Revenue Channels and recipient of the Inaugural 2024 Founders Award, recognizing exceptional contributions to the channel marketing profession and the CMA community.

"I've always believed that connection is at the heart of every successful channel strategy. This award is meaningful because it recognizes the behind-the-scenes effort that makes everything click."

—Jamina Muller, Chief Ecosystem Officer at Titan Cloud Storage and recipient of the 2024 Connector Award, celebrating those who create the cross-functional momentum that makes partner success possible.

"Being recognized as a visionary in this community means so much. It's a reflection not only of the work I've done but of the support and inspiration I've received from peers across the channel."

—Nicole Steele, Senior Director of Field and Channel Marketing at F5 and recipient of the 2024 Visionary Award, celebrating marketers who bring bold, forward-thinking strategies to life.

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 $1.75 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.